Apple and Samsung are neck-and-neck in global smartphone sales with Xiaomi gaining

Worldwide smartphone sales grew in 2024 following two consecutive years of decline according to reports from Counterpoint, Canalys, and IDC. The bulk of the growth came from Chinese manufacturers including Xiaomi and Vivo, though Apple and Samsung are still holding strong as the undisputed market leaders.

Counterpoint reports a 4 percent growth in phone sales across 2024, with IDC and Canalys each reporting 6-7 percent increases in global shipments, though that’s relative to a 2023 that saw the lowest sales figures for a decade. That growth is predicted to continue through 2025.

“2024 was a year of recovery and normalization after a difficult 2023,” says Counterpoint research director Tarun Pathak. “The market started showing signs of recovery from Q4 2023 and has now grown for five consecutive quarters.”

There’s a little disagreement about who sits on top, with Counterpoint reporting that Samsung led by market share for the year, while IDC and Canalys each claim that Apple took the crown. All three agree that Xiaomi is sitting solid in third though, with a 12 percent increase in unit sales according to Counterpoint, making it the fastest growing of the major players. Counterpoint pegs Xiaomi at 14 percent market share for the year, catching up to Apple’s 18 percent.

Image: Counterpoint

Oppo (including OnePlus), Vivo, and the Transsion group — which includes brands Tecno and Infinix — take up the next few spots, helped by strong sales in Asia and growth across Europe, Africa, and Latin America.

Both Counterpoint and IDC attribute some of 2024’s relatively bullish performance to the introduction of phones positioned as AI devices, with AI replacing foldable screens as the hot new thing.

“We have seen a decreased demand for foldables in the market, despite intensified promotions and marketing,” says IDC research director Anthony Scarsella. Manufacturers are now “prioritizing new AI advancements at the expense of foldables,” with Counterpoint predicting that by 2028 nine out of ten smartphones above $250 will include generative AI.