Samsung Beats Apple and Reclaims its Position as Top Smartphone Brand in Q1 2024

  • Samsung takes the lead as the top smartphone brand in Q1 2024.
  • Apple, which took the top spot in 2023, saw a decline in shipments in Q1, 2024.

Samsung has regained its position as the leading smartphone brand in Q1, 2024, according to the latest data from IDC. The tech major shipped 60.1 million units, marking a slight 0.7% year-over-year decrease. At the same time, Apple experienced a more significant 9.6% drop in iPhone shipments, selling 50.1 million units in the same period.

Global Leaders in the Smartphone Market

According to IDC, Apple was at the top position at the end of 2023 but Samsung took back the lead in the first quarter.

Company 1Q24 Shipments 1Q24 Market Share 1Q23 Shipments 1Q23 Market Share
Year-Over-Year Change
Samsung 60.1 20.80% 60.5 22.50% -0.70%
Apple 50.1 17.30% 55.4 20.70% -9.60%
Xiaomi 40.8 14.10% 30.5 11.40% 33.80%
Transsion 28.5 9.90% 15.4 5.70% 84.90%
OPPO 25.2 8.70% 27.6 10.30% -8.50%
Others 84.7 29.30% 79 29.40% 7.20%
Total 289.4 100.00% 268.5 100.00% 7.80%

While both are expected to stay strong in the high-end market, Huawei’s comeback in China and gains from Xiaomi, Transsion, OPPO/OnePlus, and Vivo might push them to explore new areas. Big companies are said to gain more ground, leaving smaller ones struggling to compete.

The report also reveals that global smartphone shipments increased 7.8% YoY in Q1, 2024. While Q1, 2023 saw a shipment of 268.5 million units, there were 289.4 million units shipped in Q1, 2024.

What Experts Are Saying

According to Nabila Popal, a research director with IDC’s Worldwide Tracker team, the smartphone market is witnessing a rebound, but not without some significant changes. Consumers are now willing to spend more on phones and hold onto them for longer, a trend that’s driving up average prices and reshaping the balance of power among top brands.

Xiaomi is recovering from recent struggles, while Transsion is rising fast, with an impressive shipment rise of 84.5% in international markets. While giants like Apple and Samsung saw sales dips, Samsung seems to be in an overall better position than before.