The global smartphone market returned to growth in 2024 after two consecutive years of annual declines, according to preliminary results from Counterpoint Research’s Market Pulse.
Global smartphone sales grew 4% year-over-year (YoY) in 2024, as consumer sentiment fared better than in previous years following macroeconomic improvements, said Counterpoint. Smartphone sales in 2023 were the lowest in a decade, added the research group.
“2024 was a year of recovery and normalization after a difficult 2023. Smartphones continue to be an essential product, pivotal to people’s daily lives, and as macroeconomic pressures softened, the market started showing signs of recovery from quarter four of 2023 and has now grown for five consecutive quarters,” Research Director Tarun Pathak. “Almost all markets showed growth, led by Europe, China and Latin America.”
Samsung continued to lead the market in 2024, led by strong demand for its S24 series and A-series product lines. The S24 series, the first phone positioned as an AI device, outperformed its predecessors and was received especially well in Western Europe and the USA.
Apple, with an 18% share took the #2 spot. The iPhone 16 series was met with a mixed response, partly due to a lack of availability of Apple Intelligence at launch. However, Apple continued to grow strongly in its non-core markets like Latin America, Africa and Asia-Pacific-Others.
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