Apple, Samsung, Oppo lost share in smartphone market: Canalys

Apple, Samsung and Oppo have lost share in the worldwide smartphone market during the first quarter of 2024, according to Canalys’ latest research.
Apple vs Samsung in Q1 2024Apple has lost share to 16 percent during the first quarter of 2024 in the smartphone market from 21 percent in Q1 2023.

Samsung has lost share to 20 percent during the first quarter of 2024 in the worldwide smartphone market from 22 percent in Q1 2023.

Oppo has lost share to 8 percent during the first quarter of 2024 in the worldwide smartphone market from 10 percent in Q1 2023.

Samsung has regained the top spot with a 20 percent share, driven by sentiment from the introduction of Galaxy AI.

Apple came second with a 16 percent market share, facing headwinds in strategic markets.

Xiaomi took third place, boasting a 14 percent market share as its competitive volume driver, the newly launched Redmi A3, gained traction.

TRANSSION held fourth place with a 10 percent share, while OPPO completed the top five with 8 percent.

The latest IDC report also revealed that there was a drop in the smartphone market share for Samsung, Apple and Oppo.

Canalys’ latest research said worldwide smartphone shipments grew 11 percent in the first quarter of 2024 as consumer demand momentum picked up along with the global macroeconomic recovery.

Phone 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, Canalys Analyst Le Xuan Chiew said.

“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,” Le Xuan Chiew said.

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 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.

The resurgence of Huawei in China, as well as notable gains from Xiaomi, Transsion, OPPO/OnePlus, and Vivo will likely have both OEMs looking for areas to expand and diversify. “We are likely to see the top companies gain share as the smaller brands struggle for positioning,” Ryan Reith, group vice president with IDC’s Worldwide Mobility and Consumer Device Trackers, said.

Baburajan Kizhakedath