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Samsung leads as world smartphone market rebounds in 2024 

The worldwide smartphone market skilled a long-awaited restoration in 2024, attaining 4% year-on-year development after two consecutive years of decline.

That is in keeping with preliminary knowledge from Counterpoint Analysis’s Market Pulse, which reveals that the South Korean gadget maker, Samsung led different producers when it comes to smartphone shipments for the yr.

This development comes as macroeconomic circumstances enhance, boosting client sentiment and driving demand. Smartphone gross sales in 2023 had hit their lowest level in a decade.

Commenting on the rebound, Tarun Pathak, Analysis Director at Counterpoint Analysis, highlighted that 2024 marked a pivotal yr of restoration for the business.

“2024 was a yr of restoration and normalization after a tough 2023. Smartphones proceed to be a vital product, pivotal to individuals’s every day lives.  

“As macroeconomic pressures softened, the market began displaying indicators of restoration from This autumn 2023 and has now grown for 5 consecutive quarters. Nearly all markets confirmed development, led by Europe, China, and Latin America,” he mentioned.

Samsung’s market management 

Samsung retained its place as the worldwide market chief in 2024, pushed by strong demand for its Galaxy S24 and A-series gadgets.

  • The Galaxy S24 sequence, Samsung’s first AI-centric smartphone, outperformed earlier iterations and was particularly fashionable in Western Europe and the U.S.
  • Apple adopted in second place, with an 18% market share, although its iPhone 16 sequence obtained blended suggestions because of the restricted availability of Apple Intelligence at launch. Regardless of challenges, Apple grew strongly in rising markets, together with Latin America, Africa, and Asia-Pacific.

Ivan Lam, Senior Analyst at Counterpoint Analysis, commented, “iCellphone sell-through was down, however customers are pivoting to Apple’s ultra-high-end fashions, serving to to offset among the declines. In China, as an example, the Professional and Professional Max gadgets accounted for over half of all iPhone gross sales by the top of 2024.” 

  • Among the many prime 5 manufacturers, Xiaomi posted the quickest development, leveraging a realigned portfolio and aggressive premium-focused enlargement methods.
  • OPPO took fourth place regardless of a YoY decline, whereas vivo rounded out the highest 5, supported by robust efficiency in China and India.
  • Competitors intensified with manufacturers like Huawei, HONOR, and Motorola, recognized because the fastest-growing OEMs among the many prime 10, chipping away on the prime gamers’ market share.

The rise of GenAI and premiumization 

The introduction of Generative AI (GenAI) capabilities in smartphones marked a technological milestone in 2024.

  • Though at the moment restricted to premium gadgets, GenAI options are anticipated to penetrate mid-range fashions by 2028.
  • Analysts predict that by then, 9 out of ten smartphones priced above $250 can be GenAI-enabled.
  • On the similar time, premiumization drove market revenues greater. Gross sales of ultra-premium gadgets priced above $1,000 grew the quickest in 2024, buoyed by subsidies in developed markets and the supply of low-cost financing choices in rising economies.

Outlook for 2025 

Whereas world smartphone gross sales are unlikely to return to their pre-pandemic peak volumes, revenues are projected to maintain rising attributable to greater common promoting costs.

Counterpoint Analysis expects income development of 8% YoY in 2025, outpacing the forecasted 4% quantity development.

The market’s restoration, coupled with the growing demand for premium and AI-enabled gadgets, units the stage for continued innovation and competitors within the years forward.


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