Global smartphone shipments in Q3 2024 reached 309.9 million units, up 5% year-on-year, marking the strongest Q3 performance since 2021. This growth is driven by the introduction of cost-effective products by major smartphone brands, improving upgrade cycles and consumer confidence.
Samsung streamlined its entry-level product line and led the market with 57.5 million units shipped. Apple (AAPL, Financial) posted record shipments of 54.5 million units, driven by solid performance of the iPhone 16 series in emerging markets and a narrowing hardware gap between base and Pro models. Xiaomi secured third place with 42.8 million units shipped thanks to strategic inventory management in key markets.
OPPO and vivo ranked 4th and 5th with shipments of 28.6 million units and 27.2 million units, respectively, maintaining stable performance in the highly competitive Asia-Pacific region.
Apple’s third-quarter shipments hit a historic high, supported by an optimized supply chain strategy and diverse manufacturing footprint, particularly in India. This shortened delivery times and stimulated local demand. However, geopolitical challenges and delays in new technology launches could impact Apple’s holiday season and 2025 results.
Despite strong consumer demand and favorable economic conditions, the low-end market remains highly competitive. OPPO has successfully redefined the A3 series in the $100-$200 price range and achieved 30% growth in Southeast Asia. However, rising component costs and market saturation are creating challenges to long-term profitability.
The brand is focused on expanding in emerging mid-market segments. Xiaomi aims to increase shipments of high-end products, while vivo is strengthening its mid-range products. Manufacturers are cautiously optimistic about the second half of this year, optimizing inventory and strengthening their brand presence for future growth.
Emerging markets such as Southeast Asia and Latin America are outperforming the overall market, but inflationary pressures are limiting profits for ultra-low-end handsets as price competition continues. In mature markets such as the US, China, and Western Europe, AI differentiation is driving high-end market growth. Companies such as vivo and Honor are expanding their mid-range product lines through innovative strategies.
