Global smartphone shipments increased 2% year over year in 2024, marking two consecutive years of growth.
According to preliminary Market Monitor figures from Counterpoint Research on Jan. 13, a premiumization strategy and the wider adoption of 5G smartphones were identified as key growth drivers. In particular, Apple led with a 20% share of shipments and posted the highest growth rate, up 10% from a year earlier. Strong sales of the iPhone 17 series and steady performance in Japan, India, and Southeast Asia were cited as major factors.
Samsung Electronics ranked second with a 5% increase in shipments (19% share), driven mainly by the Galaxy A series, Galaxy S25, and Fold 7. Xiaomi placed third with a 13% share, followed by Vivo and Oppo with 8% each.
U.K. startup Nothing and Google posted shipment growth rates of 31% and 25%, respectively, showing standout growth. However, the smartphone market this year is expected to slow due to DRAM and NAND shortages and rising costs.