Samsung Almost Lost Its Lead to Apple in Q3: Canalys
The global smartphone market experienced significant growth in Q3 2024, achieving its strongest third-quarter performance since the onset of the pandemic. Nearly 310 million units were shipped, marking the highest total since Q3 2021, according to Canalys.
Canalys Rankings
Samsung retained its position as the top-selling smartphone brand, but its lead over Apple has narrowed to just one percentage point. While Samsung saw a 2% decline in market share, Apple closed the gap, driven by the launch of the iPhone 16 series and sustained demand for older models like the iPhone 13 and iPhone 15 in markets such as India.
With this momentum, analysts speculate that Apple could surpass Samsung in Q4 2024, despite possible delays related to Apple Intelligence.
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Chinese manufacturers like Xiaomi, Oppo, and Vivo have adopted various strategies to boost their market share. Xiaomi leveraged its open-market presence and brand stores to increase shipments, while Oppo’s rebranded A3 series gained traction in Southeast Asia, especially in the $100-$200 segment.
Vivo experienced notable growth with its mid-range V40 lineup, which features multiple similar models tailored for different markets. These brands have effectively met the rising demand for affordable devices in emerging markets.
Regionally, the Asia-Pacific and Latin American markets saw the most substantial shipment increases, thanks to competitive pricing and channel incentives targeting entry-level models. Canalys highlighted that, while budget smartphones are crucial for volume growth, inflation poses challenges to profitability.
Looking Ahead
Looking toward 2025, industry expectations remain optimistic. Mature markets like the US, China, and Western Europe are anticipated to see growth in the premium segment, driven by advancements in AI. Companies such as Vivo and Honor plan to capitalize on the mid-range market through innovative distribution strategies, including pop-up stores and carrier partnerships, with a particular focus on the popular $100-$200 price range.
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