Daniel Slotta
Research expert covering Greater China
Smartphones - statistics & facts
The global smartphone market experienced modest growth in 2024, driven by the demand for premium devices and the integration of artificial intelligence (AI). While Apple and Samsung led in terms of shipments, Chinese brands such as Xiaomi and Transsion surged with innovative designs and capabilities across a range of entry points and markets. Despite trade tensions and tariffs putting pressure on forecasts, the smartphone market remains lucrative and buoyant as the excitement around and adoption of AI features begins to take hold.
Threatening the traditional leaders
In 2024, global smartphone shipments reached just shy of 1.24 billion, a six percent increase from the previous year. Across the year as a whole, Apple maintained its lead of the market, accounting for an 18.7 percent share of the market, just ahead of the 18 percent recorded by Samsung. Undoubtedly, the rise of Xiaomi has been significant, with the Chinese firm coming in third both on an annual and quarterly basis as it continues to make dents into the top two’s stronghold. Xiaomi’s success is a result of its ability to offer high-spec smartphones at a lower price point, target emerging markets, and innovate at a rapid pace.AI's emergence in the smartphone arena
For smartphone manufacturers, their position in the rankings is now likely to depend on their ability to provide consumers with devices that deliver an abundance of AI features. With the share of AI-capable smartphones expected to grow in the coming years, AI will undoubtedly be a core aspect of any new smartphone offerings. And in 2025, this was more evident than ever before, with each of the leading smartphone vendors integrating AI into imaging, performance, and user experience as part of their respective product launch events.A competitive mobile future
While growth is set to remain relatively flat, the global smartphone market continues to evolve. The introduction of ever-more advanced devices, AI integration, and innovation from Chinese vendors are notable trends. At the same time, macroeconomic uncertainty, trade tensions, and shifting consumer behavior continue to threaten the future growth of the industry. As a result, the combination of price, technological advancement, and geopolitical risk is likely to determine which companies and regions succeed.
