The global smartphone market experienced a unexpected resurgence in 2024after two consecutive years of declining sales. Reports from Counterpoint, Canalys and IDC confirm significant growth led by Chinese manufacturers such as Xiaomi and Vivo, although Apple and Samsung continue as the undisputed leaders in the sector.
In this article we explain the analyzes to you, so that you better understand the state of the current market.
Apple and Samsung tie as leaders in the sector
According to Counterpoint, smartphone sales they grew by 4% throughout 2024while IDC and Canalys report increases of between 6 and 7%. These figures, although quite encouraging, must be seen in context: the growth is measured against a 2023 that marked the lowest level of sales in a decade. However, the trend points to recovery, with momentum that has continued for five consecutive quarters since the end of 2023.
As for who leads global sales, the picture is not entirely clear. Counterpoint puts Samsung in the lead in market share through 2024, while IDC and Canalys say Apple took the top spot. Despite these discrepancies, what is a fact is that Xiaomi remains the third manufacturer largest in the world. According to Counterpoint, the Chinese brand increased its sales by 12%, consolidating a 14% market share, increasingly closer to the 18% that Apple maintains.
The rest of the market is dominated by manufacturers such as Oppo (which includes OnePlus), Vivo and the Transsion group, which owns Tecno and Infinix. These brands have benefited from many sales in Asia and notable growth in Europe, Africa and Latin America.
Xiaomi is third and foldables fall
One of the keys behind the rebound in sales in 2024 has been the commitment to artificial intelligence as the great attraction of the new models. Both Counterpoint and IDC highlight that smartphones with AI capabilities have captured the attention of consumers, leaving behind the fashion for folding screens. According to Anthony Scarsella, research director at IDC, “The demand for foldable devices has decreaseddespite intense promotions and marketing efforts. “Manufacturers are prioritizing advances in artificial intelligence at the expense of foldables.”
Artificial intelligence has become the axis of innovation in the sector, with advanced functions ranging from smarter assistants to content generation capabilities directly from the device. Counterpoint predicts that by 2028, nine out of ten smartphones priced over $250 will include generative AI toolsmarking a paradigm shift in the industry.
With a market in full recovery, 2024 is presented as the year in which manufacturers managed to adapt to the new demands of the public. Apple and Samsung maintain their eternal struggle at the top, but Xiaomi emerges as the great competitor that could break this duopoly in the coming years. The key to the future seems to be who will lead the race to offer the best integrated artificial intelligence, leaving behind the days when folding devices were the great promise.
The smartphone sector is heading towards 2025 with a clear commitment to AI and a consumer who demands more innovation.
