Samsung Almost Lost Its Lead to Apple in Q3: Canalys

The global smartphone market showed strong growth in Q3 2024, achieving its best third-quarter performance since the pandemic’s onset, with nearly 310 million units shipped marking the highest result since Q3 2021, according to Canalys.

Canalys Rankings:

Samsung maintained its top position as the best-selling brand, though its lead over Apple narrowed to just a single percentage point. While Samsung experienced a 2% decline in market share, Apple closed in, fueled by the iPhone 16 series launch and steady demand for older models like the iPhone 13 and iPhone 15 in markets like India.

With Apple’s momentum, analysts predict it may take the top spot in Q4 2024, despite potential delays related to Apple Intelligence.

Chinese manufacturers including Xiaomi, Oppo, and Vivo adopted diverse strategies to increase their market share. Xiaomi leveraged its open-market presence and brand stores to boost shipments, while Oppo’s rebranded A3 series gained popularity in Southeast Asia, particularly in the $100-$200 segment.

Vivo saw significant growth with its mid-range V40 lineup, which consists of multiple similar models designed to appeal across various markets. Collectively, these brands have found success in meeting the high demand for affordable devices in emerging markets.

Regionally, the Asia Pacific and Latin American markets saw the largest shipment increases due to competitive pricing and channel incentives targeting entry-level models. Canalys noted that, while budget smartphones are essential for volume growth, inflation poses challenges to profitability.

Looking to 2025, industry expectations are optimistic. Mature markets such as the US, China, and Western Europe are projected to see growth in the premium segment, driven by AI advancements. Companies like Vivo and Honor aim to capitalize on the mid-range market through innovative distribution strategies like pop-up stores and carrier partnerships, especially targeting the popular $100-$200 price range.