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Samsung’s Galaxy AI Drives Success, Apple Faces Headwinds in Q1 2024

The global smartphone market kicked off 2024 on a strong note, with a notable 11% growth in the first quarter, as reported by Canalys. This growth comes amidst a backdrop of ongoing challenges, including the lingering effects of the pandemic and disruptions in the supply chain. Despite these obstacles, the smartphone industry has demonstrated resilience, driven by factors such as the increasing demand for 5G-enabled devices and continuous technological advancements. Samsung regained the top spot with a 20% share, driven by positive sentiment from the introduction of Galaxy AI. Apple came in second with a 16% market share, facing headwinds in strategic markets. Xiaomi took third place, boasting a 14% market share as its competitive volume driver, the newly launched Redmi A3, gained traction. TRANSSION held fourth place with a 10% share, while OPPO completed the top five with 8%. Samsung Galaxy AI

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In this context, understanding the trends and dynamics shaping the smartphone market in Q1 2024 provides valuable insights into the trajectory of the industry and the opportunities and challenges that lie ahead.Samsung Galaxy AI

“The worldwide smartphone market started the year on a positive note, marking a significant improvement on the same period last year,” said Canalys Analyst Le Xuan Chiew. “Q1 2023 struggled due to a sluggish economy and inflationary pressures. But with the economy stabilizing, new product launches and strong promotional efforts, the market has rebounded, offering smartphone vendors an excellent opportunity to revitalize growth. Vendors are seizing new opportunities by promoting premium offerings that set them apart, such as cutting-edge AI features and services on flagship products, and using ecosystem-based product strategies. All eyes are on Apple in 2024, which is highly likely to make an AI announcement that would provide opportunities for the brand to drive its premium offerings and reignite product innovation across its ecosystem.” 

2024 q1 smartphones“The market is increasingly price-polarized,” added Chiew. “The entry-level segment is saturated, with new offerings from Xiaomi and TRANSSION. Meanwhile, vivo, OPPO and Samsung aim to gain a larger share of the premium market by investing heavily in marketing and exploring new avenues for growth. By consistently promoting Galaxy AI, Samsung has successfully boosted sales of its S24 series, which has surpassed the performance of its predecessor. Looking ahead, vendors are ramping up investments in emerging regions, such as Latin America and Southeast Asia. These markets boast a flourishing middle class, where smartphone penetration continues to rise compared with saturated markets, alongside evolving preferences for high-end models.” 

“Despite an upbeat market, it is vital that smartphone vendors keep a watchful eye on inventory levels,” said Canalys Research Analyst Lucas Zhong. “With uncertain global inflationary conditions, vendors are exercising caution in inventory management to mitigate the risk of oversupply and ensure financial stability. Anticipating a slight inventory correction in the second quarter of 2024, the channel aims to digest the aggressive shipments of past quarters, making room for new launches later in the year to bring about more sustainable, longer-term growth.”

Worldwide smartphone market share split
Canalys Preliminary Smartphone Market Pulse: Q1 2024


Q1 2024 market share

Q1 2023 market share



















Preliminary estimates are subject to change on final release.
Note: percentages may not add up to 100% due to rounding. OPPO includes OnePlus.
Xiaomi estimates include sub-brand POCO. TRANSSION includes Tecno, Infinix and iTel.
Source: Canalys estimates (sell-in shipments), Smartphone Analysis, April 2024

Overall, the Q1 2024 results signal resilience and opportunity in the global smartphone market. As the year progresses, continued focus on innovation, supply chain management, and meeting evolving consumer needs will be vital for sustaining growth and navigating uncertainties in the market.

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