The global smartphone market has seen growth for the third quarter in a row, showing a positive trend in shipment volumes. According to the latest research data from Canalys, the market experienced a notable increase in shipments during the second quarter of 2024.
Canalys reports a 12% growth in smartphone shipments for Q2 2024, reaching a total of 288 million units. Leading the global smartphone market is Samsung, which holds an 18% market share. Apple follows closely with 16%, while Xiaomi takes a significant 15%. The top five are completed by Vivo and Transsion, each with a 9% share.
If you are unfamiliar with Transsion, it’s because the brand primarily operates in Africa, the Middle East, and Latin America. Transsion is the company behind Tecno, Itel, and Infinix, brands that have gained popularity in those regions. Tecno, for instance, made headlines last year with the release of the Phantom Flip V Flip 5G.
Market dynamics and competition
Samsung and Apple have reasons to be cautious about Xiaomi’s growth. Both Samsung and Apple have seen a decline in market share compared to the same period last year, while Xiaomi has managed to increase its share. This shift highlights the competitive dynamics within the smartphone market, where different strategies play a crucial role.
Xiaomi and Transsion focus their marketing efforts on the mass-market price segment. By doing so, they drive phone upgrades among budget-conscious consumers. On the other hand, Samsung and Apple are concentrating on the premium phone segment. They are heavily investing in generative AI features to appeal to tech-savvy users looking for the latest advancements.
The race for AI features
Generative AI is becoming a significant selling point in the premium smartphone market. Apple’s generative AI, known as Apple Intelligence, is reportedly delayed until October. This delay provides an opportunity for Samsung and other Chinese phone brands to get ahead in rolling out AI features to their devices.
The coming months will be crucial as these brands compete to capture the attention of consumers looking for the best AI capabilities in their smartphones. With Samsung and Xiaomi leading the charge, the race for AI dominance in smartphones is set to intensify.
Looking ahead
As the smartphone market continues to evolve, it will be interesting to see how these brands adapt their strategies to maintain or grow their market share. The competition between Samsung, Apple, Xiaomi, Vivo, and Transsion will likely lead to more innovative features and better options for consumers worldwide.
For now, Samsung remains at the top, but with the rapid changes in the market, it’s anyone’s game. The continued growth in shipments is a positive sign for the industry, showing that demand for smartphones remains strong across different regions and price segments.
