In 2024, Samsung has faced challenges in the global smartphone market, reports from Canalys and IDC indicated. Despite holding onto the second position in the global smartphone business, Samsung experienced a decline in market share and shipments year-over-year.
Canalys data shows Samsung securing a 16 percent market share in Q4 2024, while IDC reports a similar trend, attributing its 15.6 percent share in Q4 to a 2.7 percent drop.
For the entire year, Samsung’s shipments fell to 223.4 million units, representing an 18 percent market share, compared to 19.5 percent in 2023.
Samsung’s shipments
51.7 million — Q4 2024
57.8 million — Q3 2024
53.9 million — Q2 2024
60.1 million — Q1 2024
53.1 million — Q4 2023
59.5 million — Q3 2023
53.5 million — Q2 2023
60.5 million — Q1 2023
This decline occurred in a competitive environment where Apple, the global leader, maintained its top position with strategic expansions in emerging markets. Meanwhile, Xiaomi gained momentum, achieving notable growth through effective globalization strategies and solidifying its presence in price-sensitive markets. Emerging brands like Transsion and vivo capitalized on the recovery of markets in Asia-Pacific, further intensifying the competitive landscape.
Samsung’s challenges stem from several factors. While premium devices continue to appeal in mature markets, mid-range and mass-market segments saw stronger growth driven by value-for-money propositions from competitors like Xiaomi, Oppo, and vivo.
Additionally, the company’s innovation efforts in foldables, a segment it pioneered, appear to have stalled as global consumer interest in foldable devices wanes. IDC highlights a broader shift in industry focus toward AI-enabled smartphones, which could suggest an area of future opportunity or pressure for Samsung.
The global smartphone market in 2024 demonstrated resilience, with both Canalys and IDC noting consecutive quarters of shipment growth. However, much of this recovery was driven by inventory replenishment and macroeconomic recovery in select regions. As smartphone vendors pivot towards high-end devices, innovative AI integrations, and localized strategies, Samsung will need to adapt aggressively to reclaim momentum in 2025.
Baburajan Kizhakedath
