Canalys Newsroom – Global smartphone market grows 3% in Q4 2024, with Apple leading for full year

According to the latest Canalys study, the global smartphone market grew by 3% to reach 330 million units in Q4 2024, marking the fifth consecutive quarter of growth. However, the growth rate has slowed significantly. Apple showed strong performance during its traditional new launch season, securing the top spot with a 23% market share. Samsung followed with a 16% market share and saw a decline. Xiaomi maintained its third position with a 13% market share and was the only brand to achieve year-on-year growth among the top three, driven by growing domestic presence and globalization efforts. TRANSSION and vivo are in fourth and fifth place respectively, benefiting from the recovery of emerging markets in the Asia-Pacific region. For the full year 2024, global smartphone shipments totaled 1.22 billion units, reflecting a 7% year-over-year increase. Apple maintained its lead over Samsung for the second year in a row.

“Apple strengthened its global position through growth in emerging markets such as India and Southeast Asia in 2024,” said Canalys analyst Le Xuan Chiew. “By expanding channel coverage and influence in the Asia-Pacific region and leveraging active marketing and branding strategies, Apple captured growth opportunities. However, competition and a longer replacement cycle limited growth momentum in some developed markets. Looking ahead to 2025, Apple is expected to achieve growth, driven of a renewed portfolio, hardware upgrades and wider adoption of Apple Intelligence.”

“The prosperity of mass market products was a key driver of global smartphone growth in 2024,” Canalys senior analyst Toby Zhu added. “Despite challenges from rising supply chain costs since early 2024, Android brands such as Xiaomi, TRANSSION and vivo achieved double-digit growth, supported by extensive channel networks, competitive products and efficient inventory management. Meanwhile, mid-range devices faced demand pressure, as consumers in emerging markets preferred value for money products, while mature markets showed a trend towards higher average selling prices.”

“It will be challenging to replicate the market performance of 2024 in 2025,” Zhu commented. “Last year’s growth came mainly from inventory replenishment through suppliers and channels and macroeconomic recovery in specific markets. Demand fluctuations and macro uncertainty remain key challenges. Suppliers will focus more on advanced products, increasing competitiveness through AI integration, product innovation and stronger marketing strategies. Inventory management will adopt a more prudent approach to mitigate the effects of geopolitical conflicts and macroeconomic volatility.In addition, regional suppliers will expand their channel coverage and product portfolios, enabling localized market opportunities. This in turn can reduce market concentration among leading suppliers.”

For more information, please contact:

Toby Zhu: [email protected]
Le Xuan Chiew: [email protected]

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About Canalys

Canalys, part of Informa TechTarget, is a leading global technology market analyst firm with a distinct channel focus. We strive to guide clients on the future of the technology industry and to think beyond the business models of the past. We have been providing market analysis and customized solutions to technology suppliers worldwide for over 25 years. Our research covers emerging, enterprise, mobile and smart technologies. Understanding channels is at the heart of everything we do. Our insightful reports, data and forecasts inform our clients’ strategies, while Canalys Forums and the Candefero online community provide channel feedback. We stake our reputation on the quality of our data, our innovative use of technology and our high level of customer service.

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