Apple and Samsung Face Decline in Smartphone Shipments Amid Rising Chinese Competition

Smartphone shipments for Apple and Samsung both declined in the fourth quarter of 2024, according to preliminary data from the International Data Corporation (IDC). Apple’s shipments fell by 4.1%, totaling 76.9 million units, while Samsung saw a smaller decline of 2.7%, shipping 51.7 million units. The competition from Chinese brands like Xiaomi, Oppo, and Honor has intensified, especially as these companies have aggressively expanded their presence in low-end device markets and focused on their domestic growth.

While the global smartphone market saw a rebound after two years of decline, the dominance of Chinese smartphone makers grew significantly. Chinese companies accounted for 56% of global shipments in the fourth quarter, the highest combined volume ever for such brands in a quarter. Their growth was particularly strong in Europe and Africa, where they focused on offering more affordable devices, which further squeezed Apple and Samsung’s market share.

Despite the declines, IDC remains optimistic about continued market growth in 2025. However, there is rising uncertainty, especially with the potential for increased tariffs from the new U.S. administration. In 2024, Apple held the largest share of the global smartphone market at 18.7%, followed by Samsung at 18% and Xiaomi at 13.6%. Xiaomi demonstrated the fastest growth among the top five brands, with a 15.4% increase in shipments.