Worldwide smartphone shipments increase to 285m, Samsung retains lead
By Jeph Ajobaju, Chief Copy Editor
Worldwide smartphone shipments leapt 6.5 per cent year on year (YoY) to 285.4 million units in the second quarter of 2024 (Q2 2024), with Samsung – which overtook Apple in Q1 – maintaining the top position in Q2 through an 18.9 per cent share of shipments.
Samsung retained its position by focusing on its flagships and a strong AI strategy.
Apple came second on 15.8 per cent share with improved performance in China and other key regions. The leading companies both saw modest growth YoY, according to data compiled by the International Data Corporation (IDC).
Xiaomi placed third in Q2 2024 riding on 14.8 per cent share, Vivo third (9.1 per cent), and OPPO fourth (9.0 per cent).
Smartphone market uptick
IDC said although Q2 shipments marks the fourth consecutive quarter of shipment growth and buils the momentum towards expected recovery this year, demand has yet to come around in full and remains challenged in many markets.
“While recovery is well underway with the top 5 companies all making year-over-year gains, we are seeing increasing competition amongst the leaders and a polarization of price bands,” explained IDC Worldwide Tracker Team Research Director, Nabila Popal.
“As Apple and Samsung both continue to push the top of the market and benefit the most from the ongoing premiumization trend, many leading Chinese OEMs are increasing shipments in the low end in an attempt to capture volume share amidst weak demand.
“As a result, the share of mid-range devices is challenged.”
Popal noted lots of excitement in the smartphone market today, thanks to higher average selling prices (ASPs) and the buzz created by Gen AI smartphones, forecast to capture 19 per cent of the market with 234 million shipments this year.
Expectations for H2 2024
IDC said it expects a very positive and interesting second half of the year (H2 2024) with a tight race among the leading OEMs as competition increases.
Will Wong, Senior Research Manager for Client Devices at IDC Asia/Pacific, stressed the growth in Q2 2024 continues to provide some relief to OEMs, though partly supported by a low comparison base and the overall recovery is still at a soft pace.
“Some OEMs took a less aggressive move in 2Q24 amid the BOM costs pressure, which prompted the companies to refine the product specs or pricing to ensure profitability,” he explained.
In Wong’s view, the second quarter is more like a prelude before more Gen AI smartphones are launched in H2 2024, which would potentially be the next growth driver after 5G and foldable devices.
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