Samsung has defended its global leadership in the mobile phone business during the third quarter of the year with global sales of 57.5 million smartphones, 2% less compared to the same period in 2023. According to Canalys data to which elEconomista.es has had access, this volume of devices marketed during the past months of July to September gives the South Korean manufacturer a market share of 19%, one percentage point less than that registered just twelve months ago.
The ‘silver medal’ of the ranking corresponds to Apple, with 54.5 million iPhones distributed during the same reference period, with an increase of 9% in interannual terms. This record figure for the company gives it an improvement of one percentage point, up to 18%, in market share. In total, the Californian manufacturer has increased its quarterly sales by 4.5 million devices year-on-year.. Among the reasons for the push of the apple brand stands out “the good debut of the iPhone 16 series in emerging markets thanks to the reduction of hardware differences between the basic and Pro models”, according to Canalys.
Third place on the podium belongs to Xiaomi, with 42.8 million units, which projects a year-on-year increase of 3%, but without reflection in the business share compared to the third quarter of 2023, which remains at 14%. The consulting firm values the Chinese manufacturer’s “strategic positioning of inventory for new launches in the main markets.”
Oppo is in fourth place, with 28.6 million units sold in the reference quarter, with an increase of 8% and a market share of 9%. For its part, Vivo becomes the commercial revelation of the quarter with 27.2 million units soldwith a year-on-year increase of 24% and an improvement of two percentage points in its market share, up to 9%. In both Oppo and Vivo, Canalys influences the good results of both brands in the competitive Asia-Pacific region.
“By streamlining its portfolio, OPPO has seen 30% year-on-year growth in the region and is poised to further increase its market share. But rising component costs and channel saturation pose challenges for the company. long-term profitability and the sustainability of mass consumption strategies,” explains the consultancy.
The sector grows 5%
The same consultancy confirms the best commercial result in the sector in a third quarter since 2021with global sales of 309.0 million units, 5% more than in 2023. “This rebound was driven by the aggressive launches of smartphone brands, which offered renewed portfolios with solid value propositions, updated figures encouraging amid a favorable upgrade cycle and strong consumer confidence,” Canalys explains.
Regarding Apple, Canalys points out that the American company “has achieved record shipments in the third quarter, driven by a strategic combination of channel and supply chain optimizations,” according to analyst Le Xuan Chiew. “Following Apple Intelligence’s announcements from WWDC, consumers are actively upgrading their older iPhone 12 and 13 models to adopt this new technology. Additionally, Apple’s diversified iPhone production, especially in India, has significantly reduced lead times. delivery, expediting the fulfillment of pre-orders and stimulating local demand through competitive pricing. Additional production of older generation iPhones, such as the iPhone 13 and 15, in India has further strengthened Apple’s carrier channel shipments to the United States and Europe, allowing it to regain market share in the mobile segment. mid-range and take advantage of replacement demand. However, it is vital to take into account geopolitical obstacles, and the delay in the deployment of Apple Intelligence could materially drag on Apple’s results both in the festive fourth quarter and in 2025. “
Regarding market trends, the same consulting firm focuses on the intense competition in that segment “despite a strong first half of 2024 driven by robust consumer demand and favorable economic conditions,” according to the senior analyst at Canalys Toby Zhu. “Oppo’s successful launch of the A3 series in the $100 to $200 price segment, especially in Southeast Asia, is a good example of this strategy. By rationalizing its portfolio, Oppo has recorded growth 30% year-on-year in the region and is prepared to continue increasing its market share. But rising component costs and channel saturation pose challenges to long-term profitability. and the sustainability of mass consumption strategies”
Xiaomi’s trajectory shows how the Chinese manufacturer “is taking advantage of its strong presence in the open market and its brand stores to increase its mid-high range sales and redirect consumer demand towards its Pro series. Meanwhile, Vivo expanded its V40 series to cover a wider range of variants in order to boost its mid-range offering,” they add from Canalys.
Looking ahead to the rest of the year, The consultancy “remains cautiously optimistic, with sellers fine-tuning inventory positioning and brand building to drive growth into 2025”Chiew said. “Emerging markets, such as Southeast Asia and Latin America, have outperformed the broader market, driven by increased price competition and channel incentives in the entry-level segment.”
The same expert considers that although this low price segment continues to be vital for volume and market share, “inflationary pressures limit the profitability of ultra-low-end devices, making sustained price wars difficult.” By contrast, in mature markets such as the United States, China and Western Europe, “premium segment growth will be driven by AI-driven differentiation. Manufacturers like Vivo and Honor are expanding their mid-range portfolios through innovative channel strategies, such as pop-up stores and carrier partnerships, to capture customers in the $100 to $200 price range,” they conclude. from Canalys.
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