Global smartphone shipments surged by 5% in the third quarter, with Xiaomi, OPPO, and vivo ranking third, fourth, and fifth

In the recently concluded third quarter of 2024, the global smartphone market experienced remarkable growth. According to the latest data from the well-known independent technology market analysis firm Canalys, the total global smartphone shipments surged by 5% in this quarter, reaching 310 million units, marking the strongest performance for a third quarter since 2021.

Canalys believes that this growth is attributed to the proactive launch of new products with high cost-performance ratios by major smartphone brands, as well as the enhancement of the upgrade cycle and consumer confidence, which drove the increase in shipments this quarter.

In this quarter, Samsung ranked first in the global market with shipments of 57.5 million units, successfully enhancing its market position by streamlining its entry-level product line. Following closely is Apple, whose iPhone 16 series performed strongly in emerging markets, achieving a historic high of 54.5 million units shipped, ranking second.

Xiaomi secured third place with shipments of 42.8 million units and a 14% market share, thanks to its new product inventory strategy in core markets. OPPO and vivo ranked fourth and fifth, respectively, with shipments of 28.6 million and 27.2 million units, demonstrating solid performance in the competitive Asia-Pacific region.

Canalys analysts pointed out that Apple's third-quarter shipments reached a historic high, benefiting from consumers actively upgrading from older iPhone 12 and 13 models to new ones following the release of Apple Intelligence at the World Mobile Communications Conference (WWDC). Apple's production layout in India effectively shortened delivery times, accelerated the pre-order process, and stimulated local demand through competitive pricing.

In the fierce market competition, Chinese smartphone manufacturers such as OPPO, Xiaomi, and vivo also demonstrated strong competitiveness. OPPO achieved significant results in the $100-200 price range by simplifying its product line and revitalizing the A3 series, particularly achieving a year-on-year growth of 30% in Southeast Asia. Xiaomi, leveraging its strong open market and brand stores, boosted the shipment of mid-to-high-end products, attracting consumers to shift towards the Pro series. vivo further solidified its market position by expanding the model coverage of the V40 series and enhancing its mid-range product line.

Canalys analyst Le Xuan stated, "Major manufacturers are optimizing inventory positioning and strengthening brand building in preparation for growth in 2025. Emerging markets such as Southeast Asia and Latin America are outperforming the overall market, benefiting from price competition for entry-level products and channel incentives. However, inflationary pressures limit the profit margins of ultra-low-end devices, posing challenges to ongoing price wars. In mature markets like the U.S., China, and Western Europe, growth in the high-end market will be driven by AI-driven differentiation." ”