Samsung locks horns with Apple as global smartphone shipments rise

Samsung is once again a leader in global smartphone shipments, pipping Apple by a close margin. According to market research firm Canalys, smartphone shipments grew by 5 per cent year-over-year in the third quarter of 2024. While Samsung recorded the highest percentage of 18 per cent in global shipments, Apple trailed with an 18 per cent share in iPhone shipments in Q3. However, Samsung’s smartphone shipments saw a decline compared to the same time last year, despite consecutive growth in the last three quarters.

The latest research report has underscored that Samsung’s smartphone shipments dropped by three per cent from 21 per cent in the third quarter of 2023. Taking the second spot is Apple , which “reached a record-high third-quarter performance” in Q3. While its market share is the same as Samsung’s, the report said the shipments were lower in volume. However, unlike Samsung, Apple saw an increase of one per cent from Q3 last year. The iPhone maker contributed to the global smartphone shipments of last year’s third quarter by 17 per cent.

“The ongoing strong demand for the iPhone 15 series, along with Apple ’s legacy models, played a crucial role in its Q3 performance,” said Runar Bjørhovde, Analyst at Canalys. Its Q3 2024 performance is the closest Apple has ever been to leading the global smartphone market, dominated by Samsung for years. The uptick in iPhone shipments is led by the market’s shift towards premium devices, “intersected by an ongoing refresh cycle of devices bought during the pandemic.” The markets like North America and Europe have emerged as the biggest contributors, while Apple’s strategy to diversify its portfolio has paid off with lower lead times.

The iPhone 16 is now expected to grow Apple ’s share, potentially helping it maintain a strong finish to 2024 and retain momentum in 2025’s first half. The analyst also believes the launch of Apple Intelligence will allow Apple to boost iPhone sales, especially with upcoming support for more markets and additional languages.

Xiaomi and Oppo secured the third and fourth spots, accounting for 14 and nine per cent shares in the shipments. According to the report, markets like India and Latin America helped both brands retain their positions, even though Oppo suffered a marginal 1 per cent loss from last year’s third quarter. Vivo came fifth with a nine per cent share, up from one per cent at the same time last year.