Apple managed to temporarily wrest the No. 1 spot in global smartphone shipments away from Samsung, but it seems the company couldn't hold onto that throne for long.
Preliminary data from International Data Corporation (IDC) for Q1 2024 reveals that Samsung has reclaimed the top position once again.
Samsung is reported to have shipped 60.1 million units worldwide in Q1, capturing a 20.8% market share. Apple, meanwhile, shipped 50.1 million units during the same period, holding a 17.3% share. However, both companies saw a decline in shipments compared to Q1 2023. This is largely due to the significant growth recorded by Chinese vendors such as Xiaomi and Transsion, but Apple's decline (-9.6%) was far steeper than Samsung's (-0.7%), corroborating previous reports of Apple's sluggish sales in China.
That said, it's also true that Q1 sales tend to favor Samsung over Apple. While Apple typically unveils new iPhone models in September to capture holiday season sales, Samsung usually launches its new models in the first quarter.
| Q1 2024 Shipments | Q1 2024 Market Share | Q1 2023 Shipments | Q1 2023 Market Share | Growth Rate | |
|---|---|---|---|---|---|
| 1. Samsung | 60.1 | 20.8% | 60.5 | 22.5% | -0.7% |
| 2. Apple | 50.1 | 17.3% | 55.4 | 20.7% | -9.6% |
| 3. Xiaomi | 40.8 | 14.1% | 30.5 | 11.4% | 33.8% |
| 4. Transsion | 28.5 | 9.9% | 15.4 | 5.7% | 84.9% |
| 5. OPPO | 25.2 | 8.7% | 27.6 | 10.3% | -8.5% |
| Others | 84.7 | 29.3% | 79.0 | 29.4% | 7.2% |
| Total | 289.4 | 100.0% | 268.5 | 100.0% | 7.8% |
Ryan Reith, Group Vice President with IDC's Worldwide Mobility and Consumer Device Trackers, stated: "While Apple secured the top spot at the end of 2023, Samsung reclaimed the leading position in smartphones during the first quarter. IDC expects these two companies to maintain their standing at the high end of the market, but Huawei's resurgence in China, along with the notable growth of Xiaomi, Transsion, OPPO/OnePlus, and vivo, will likely push both OEMs to seek out expanding and diversifying segments."
The global smartphone market in Q1 2024 grew 7.8% year-over-year, with total shipments reaching 289.4 million units. The company that grew shipments the most was Transsion Holdings (which operates brands including Itel, Techno, and Infinix), shipping 28.5 million units—an 84.9% increase compared to Q1 2023. Xiaomi also shipped 40.8 million units, up 33.8% year-over-year, landing it in third place.
Samsung, meanwhile, is riding the success of the Galaxy S24 series, bolstered by its wealth of AI features. The company appears to be counting on innovative AI tools such as "Circle to Search," "Generative Photo Editing," and "Chat Assist" not only to retain existing users but also to attract new customers in upcoming quarters.
IDC points out that these figures indicate the smartphone market is strengthening. "First, value and average selling price (ASP) continue to grow as consumers opt for pricier devices and hold onto them longer. Second, the balance of power among the top five is shifting, and this trend will likely continue as market players adjust their strategies in a post-recovery world. Xiaomi is staging a strong comeback from the major slump it experienced over the past two years, while Transsion is achieving aggressive growth in international markets and becoming a stable presence among the top five. In contrast, both of the top two companies posted negative growth in Q1, though Samsung still appears to be in an overall stronger position compared to recent quarters," said Nabila Popal, Research Director with IDC's Worldwide Trackers team, in a statement.
Apple is hoping to reverse this downward trend with the launch of the iPhone 16, but analysts across the industry believe it will be difficult for the company to convince people to upgrade from older iPhone models.
According to JP Morgan, the upcoming series may not be as successful as some of its predecessors due to a lack of AI features. Prominent TF International Securities analyst Ming-Chi Kuo previously expressed a similar view, suggesting that the iPhone 16 may not become a runaway hit given its lack of new features.
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