The global smartphone market experienced a real rebound in 2024, experiencing a growth of 4% compared to 2023, according to preliminary data from Counterpoint Research. This boost comes after two consecutive years of declines, and among the protagonists stands out Xiaomi, which has consolidated itself as The fastest growing brand of 2024.
While giants like Samsung and Apple maintained their positions with minimal changes, Xiaomi took advantage of the context to increase its global market share significantly. Thanks to a bold and focused strategy, it managed to Increase sales by 12% compared to 2023, which makes it one of the big surprises of the year.
Xiaomi with unstoppable growth in 2024
On global top 5, Samsung continues to lead with 19% market share, followed by Apple with 18%. However, Xiaomi, with 14%, has managed to narrow the gap with the giants of the sector. This growth is even more relevant when we consider that the Chinese company barely operates in the United States, one of the most important markets in the world. Instead, Xiaomi has focused its efforts on regions such as Europe, Asia and Africa, where it has capitalised on its excellent value for money.
According to Counterpoint's analysis, the keys to Xiaomi's success have been a strategic restructuring of its product catalog, a focus on premium devices and innovative marketing campaigns that have captured the public's attention. This strategy has allowed the brand to earn up to 1% fee in a year in which both Samsung and Apple have lost ground.
The market situation in 2024
The data shows that although the Top 5 brands have not changed compared to 2023, there have been significant movements in terms of market share. While Samsung grew a shy 1% Thanks to the success of the Galaxy S24 and its mid-range Galaxy A, Apple suffered a drop of 2%, attributed in part to availability issues with its Apple Intelligence technology and a more lukewarm reception to the iPhone 16.
In fourth and fifth place are OPPO and Vivo, both with a 8% market shareHowever, OPPO had a tough year, with a drop of 8% in its sales, while Vivo managed to grow by 9%, which brings it dangerously close to its direct rival.
Beyond the Top 5, other brands also posted good results. Motorola, for example, highlighted how the company with largest growth within the Top 10, although it is still far from competing with the big leaders.
The future of Xiaomi and the mobile market
Xiaomi has not only grown in terms of sales, but has also bet on diversify your offer towards mid-high range devices, a strategy that could be consolidated in the coming years. Its focus on emerging markets and its ability to adapt to local needs have been key elements in its success.
2024 marks a year of recovery for the smartphone sector, with major movements in market share and Xiaomi as the main protagonist. If one thing is clear, it is that the market is still full of surprises, and 2025 promises to be an even more exciting year.
