Last year, Samsung Electronics' global smartphone market share fell by 1 percentage point due to competition from Chinese companies, but it was analyzed that the company maintained its top position.
According to global market research firm Counterpoint on the 13th, Samsung Electronics' worldwide smartphone market share last year was 19%, down from 20% the previous year. Apple, in second place, had a market share of 18%, also a decrease of 1 percentage point from 19% the previous year. Xiaomi of China, in third place, increased its market share by 1 percentage point for two consecutive years, recording 14% last year. Fourth and fifth places were taken by Chinese companies Oppo and Vivo, each recording an 8% market share.
Samsung Electronics led the market last year thanks to the demand for the S24 series and A series. The S24 series, equipped with artificial intelligence (AI) features, showed superior performance compared to the transfer products and received particularly positive responses in Western Europe and the United States, Counterpoint noted.
Apple launched the iPhone 16 series, but analyses indicated that demand did not significantly increase as the AI feature, Apple Intelligence, could not be used in China. Instead, Apple continued to maintain a strong position in non-core markets such as Latin America and Africa.
Xiaomi demonstrated the fastest growth among the top five brands through portfolio restructuring, premium product launches, and aggressive expansion strategies. The rankings of the top five brands remained the same as in 2023; however, among the top ten brands, Huawei, Honor, and Motorola showed aggressive sales efforts, leading to a slight decline in market share. Last year, the global smartphone market size increased by 4%.