Smartphone shipments for Apple (NASDAQ:AAPL) and Samsung (KS:005930) declined in Q4 as competition from Chinese companies like Xiaomi (OTC:XIACF) intensified, according to preliminary data from IDC. Despite a rebound in the global smartphone market after two years of decline, Apple’s shipments fell 4.1% to 76.9 million units, and Samsung's dipped 2.7% to 51.7 million units.
Chinese smartphone makers, including Xiaomi, Oppo, and Honor, captured a record 56% of the global market in the quarter, driven by their success in low-end and mid-range devices. Xiaomi led the growth, with shipments surging 15.4% in 2024, while Apple and Samsung saw annual declines of 0.9% and 1.4%, respectively.
Apple held an 18.7% market share globally in 2024, slightly ahead of Samsung at 18%. Xiaomi followed with a 13.6% share, reflecting its aggressive expansion in Europe and Africa. The surge in Chinese brands highlights their ability to cater to emerging markets while leveraging strong domestic demand.
IDC noted decreased consumer interest in foldable smartphones, despite heavy promotions. As a result, manufacturers are reallocating research and design budgets away from foldables. "While growth in 2025 looks promising, uncertainty around potential U.S. tariffs adds risk," said IDC's Nabila Popal.
The global smartphone market continues to evolve, with Chinese companies gaining dominance and traditional leaders like Apple and Samsung facing mounting pressure.
