Canalys: Global smartphone shipments reached 288.9 million units in Q2 2024

The latest research from Canalys shows that the global smartphone market continued to grow strongly in the second quarter of 2024, with shipments reaching 288.9 million units. Driven by product innovation programs and an improved business environment, the market has grown for three consecutive quarters.

Despite a small 1% increase in shipments, Samsung retained the top spot with 53.5 million units shipped. Its high-end product line continued to drive value growth, while the revamped 5G A-series maintained overall shipments. Apple ranked second with 45.6 million units, driven by strong growth in emerging markets in North America and Asia Pacific. Xiaomi followed closely with 42.3 million units shipped, accounting for 15% of the market share, thanks to its highly competitive products. vivo once again ranked fourth with 25.9 million units shipped and a market share of 9%. Transsion ranked fifth with 25.5 million units shipped and a market share of 9%.

​Sanyam Chaurasia, senior analyst at Canalys, said: "In the second half of 2024, Apple and Samsung will focus on consolidating their long-term strategies in mature markets, while other brands will look to increase sales in emerging markets as they expect to increase operating costs. In the second quarter, sales in Europe and North America increased significantly as suppliers actively stocked up for the upcoming holiday sales season. Samsung Electronics will focus on integrating the Galaxy ecosystem and creating a strong value proposition for consumers through flagship products with exclusive GenAI features. Apple will accelerate replacement demand in these markets through its artificial intelligence strategy, including hybrid mode, enhanced privacy and personalized Siri features. At the same time, China's growth trajectory is now driving the global market, driven by improved macroeconomic conditions and restored commercial confidence among channels and smartphone brands. Domestically, Chinese local brands will use the characteristics of GenAI to stand out in the high-end market, aiming to capture the growing high-end consumer base and apply successful strategies globally."