Apple outshines Samsung again with 27.7% market share

Apple and Samsung have vied for the title of the world's largest smartphone vendor for nearly 15 years. While Samsung traditionally held the lead, a pivotal shift occurred in January 2023 when Apple surged to the top. Since then, the Cupertino-based tech giant has maintained its dominance, ending 2024 with a commanding 27.7% share of the global smartphone market—4.5% ahead of Samsung, according to Stocklytics.com.

How Apple secured the top spot

Apple’s success stems from its focus on premium iPhone models, particularly the Pro versions, which have captivated a loyal customer base. The company’s strategy of offering high-quality features and seamless integration across its ecosystem has proven effective, especially as Samsung leans more heavily on mid-range and budget smartphones. Additionally, Apple has demonstrated superior supply chain management and expanded its footprint in key markets like India, bolstering its market position.

According to Stat Counter, Apple marked its 24th consecutive month as the global smartphone market leader in November 2024, with a 27.7% market share. This is just 1.5% shy of Apple’s record 29.2% share from December 2021. Over the past decade, Apple’s market share has grown by 4.2%, while Samsung’s has steadily declined.

Samsung, which last led the market in December 2022 with a 26.9% share, now holds 23.2%, down from a peak of 33% in 2019. Notably, the shipment gap between the two giants has narrowed significantly, with Apple shipping 151 million smartphones in the first nine months of 2024, just 20 million fewer than Samsung.

The rise of Chinese brands

While Apple and Samsung dominate, Chinese brands like Xiaomi, Oppo, Vivo, and Realme now collectively account for a third of global smartphone sales. Xiaomi leads with over 11% of the market, followed by Vivo (5.9%), Oppo (5.7%), and Realme (4.1%). Huawei, once a major player, has seen its share plummet to 2.5%, down from 10% four years ago.

By offering powerful devices at competitive prices, these brands have gained traction in price-sensitive markets, solidifying their role as formidable competitors in the global smartphone landscape.