Apple, Samsung Shipments Fall In Q4 As Xiaomi, Honor, Others Eat Into Market Share

Apple and Samsung, the dominant players in the global smartphone market, are increasingly facing intense competition from Chinese manufacturers like Xiaomi, Honor and Oppo. These companies have rapidly gained market share by offering high-quality devices at competitive prices, often incorporating advanced technology and features that rival those of the industry giants. How bad is the situation? Hard numbers tell this tale. According to a Counterpoint report, smartphone shipments for Apple and Samsung took a tumble in the fourth quarter worldwide.

Apple’s global shipments reportedly decreased 4.1% to 76.9 million units in the fourth quarter, whereas those of Samsung decreased 2.7% to 51.7 million units. With the help of their low-end and mid-range phones, Chinese manufacturers shipped the majority (56%) of the world’s smartphones in the fourth quarter—the highest combined volume ever in a quarter. 

Xiaomi became the fastest-growing smartphone manufacturer in 2024, surpassing both Apple and Samsung. In Q4, Xiaomi shipped 42.7 million smartphones, up 4.8% from 2023. It shipped 168.5 million smartphones in 2024, with a 15.4% increase over 2023.

During the quarter, Xiaomi’s market share jumped as well, increasing to 12.9%. Its worldwide market share grew by one percentage point year-over-year.

So, what powered Xiaomi’s success? It was fuelled by its expansionist policies, its focus on premium devices, and portfolio realignment.

In contrast, 2024 saw flat results for both Apple and Samsung, reflecting broader market challenges and competitive pressures. But, having said that, with a 19% market share, Samsung maintained its leading position among smartphone manufacturers as a result of the Galaxy S24 and Galaxy A series' smartphones impressive performance, according to the Counterpoint Research report. Apple, despite its woes, finished in second place, with a market share of 18%, as the iPhone 16 series met with lukewarm response in the absence of Apple Intelligence.

Despite a YoY dip, Oppo finished the year with a great momentum and was placed in fourth spot.

With impressive results in China and India, where it finished the year as the top-ranked original equipment manufacturer, Vivo completed the top five, the report showed.

Following two straight years of declines, the worldwide smartphone market saw a 4% YoY increase in sales in 2024, according to the report. This indicates a significant improvement in consumer mood, according to Counterpoint Research. It notes that 2023 had the lowest smartphone sales in a decade.

Additionally, generative AI footprint is expanding and Counterpoint says it will become commonplace in mid-range phones around 2024. It added that 9 out of 10 smartphones costing more than $250 will have gen AI capabilities by 2028, the report said.