Highlights
- Canalys report shows a 5% growth in international smartphone shipments in Q3 2024.
- Apple matched Samsung’s 18% market share.
- Apple also achieves its highest third-quarter volume.
- Analysts expect continued growth in the smartphone market.
A recent Canalys preliminary report on the performance of the international smartphone market in Q3 2024 shows that shipments across brands grew by 5%. As per the analysis, the current smartphone replacement cycle among users has been the main reason for the growth between July to September since the competition also was tougher.
Canalys report shows year-on-year growth of smartphone shipments. (Image credit – Canalys)
Samsung continues to maintain its top position. However, its first place for Q3 was challenged as Apple clocked the same almost market share. Other brands to find a place in the top 5 included Xiaomi, Oppo and Vivo.
A Market Share Comparison between Q3 2024 and Q3 2023 of the top 5 smart brands –
| Brands | Q3 2024 Market share | Q3 2023 Market share |
| Samsung | 18% | 21% |
| Apple | 18% | 17% |
| Xiaomi | 14% | 13% |
| Oppo | 9% | 10% |
| Vivo | 9% | 8% |
| Others | 32% | 32% |
Worldwide smartphone shipment market share of leading brands. (Image credit – Canalys)
Apple came out looking like the most successful smartphone brand as the Cupertino giant achieved its highest third-quarter volume.
Apple’s growing market share can be mainly credited to the sale numbers of the iPhone 15 and previous devices. It also can’t be denied that the future also looks bright for Apple. With the launch of the iPhone 16 series and Apple Intelligence features coming with iOS 18.1 updates, Apple has massive potential in Q4 as well.
An Analyst at Canalys Runar Bjørhovde highlighted, “Apple achieved its highest third-quarter volume to date and has never been closer to leading the global smartphone market in a Q3 than now.”
“The ongoing strong demand for the iPhone 15 series, along with Apple’s legacy models, played a crucial role in its Q3 performance. The market’s shift towards premium devices, intersected by an ongoing refresh cycle of devices bought during the pandemic, is benefiting Apple, particularly in its strong-hold regions such as North America and Europe. Apple’s improved product diversification has helped it lower lead times. Despite a modest initial reception, the iPhone 16 is expected to help Apple maintain a strong finish to 2024 and help momentum in H1 2025, particularly as Apple Intelligence expands into new markets and supports additional languages, ” Bjørhovde added.
Last year, Samsung held a stronger lead with a 21% market share. Compared to this, Apple last year market share was 17%. The gap has now significantly narrowed.
Apple will officially report its Q3 earnings on October 31.
As the busy festive shopping season approaches with major festivals like Diwali and Christmas coming up, most analysts expect the smartphone market to continue its upward trend.
“The gap between the top five vendors has narrowed, intensifying the competitive landscape” commented Le Xuan Chiew, Analyst at Canalys. “Vendors are entering the holiday shopping season with solid momentum and cautious optimism, aiming to attract consumers who have postponed upgrading their devices in anticipation of deals during major events like 11.11 and Black Friday. However, the importance of effective resource planning cannot be overstated. While market conditions are improving, demand remains fragile as vendors face increasing global challenges in demand generation and regulatory hurdles, such as the EU’s eco-design directive. Effective supply chain management, maintaining healthy inventory levels, and optimizing sales and marketing fund allocation are becoming even more critical for market leadership.”
FAQs
Q1. How much did the international smartphone market grow in Q3 2024?
Answer. According to the latest Canalys report, shipments across brands grew by 5% in Q3 2024.
Q2. What was Apple’s market share in Q3 2024?
Answer. Apple clocked an 18% market share in Q3 2024, driven by the sale numbers of the iPhone 15 and previous devices.
Q3. What are the key factors benefiting Apple’s performance in Q3 2024?
Answer. Strong demand for the iPhone 15 series, the ongoing refresh cycle of devices bought during the pandemic, and Apple’s improved product diversification.
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