After two years of downturn, the global smartphone market showed a robust recovery, with Chinese brands rapidly increasing their market presence through aggressive strategies in the low-end segment and a strong emphasis on their domestic markets.
"While we are hopeful for continued growth in 2025, the potential for new and higher tariffs from the incoming US administration has created heightened uncertainty within the industry," stated Nabila Popal, senior research director for worldwide client devices at IDC.
In the fourth quarter, Apple's global shipments decreased by 4.1%, totaling 76.9 million units, while Samsung saw a 2.7% drop to 51.7 million units, as competition from Chinese brands like Xiaomi, Oppo, and Honor intensified, according to IDC.
In 2024, Apple led the global smartphone market with an 18.7% share, followed closely by Samsung at 18% and Xiaomi from China at 13.6%.
However, among the top five smartphone brands last year, Apple’s shipments declined by 0.9% and Samsung’s by 1.4%, whereas Xiaomi recorded the most significant growth with a 15.4% increase in shipments.
Chinese smartphone manufacturers accounted for 56% of global shipments in the fourth quarter, achieving the highest combined volume ever recorded in a single quarter, as they expanded their reach in Europe and Africa, driven by their low-end and mid-range offerings.
"Despite ongoing growth in various regions, we have observed a decline in demand for foldable devices, even with increased promotions and marketing efforts," noted Anthony Scarsella, research director for client devices at IDC.
Smartphone manufacturers are beginning to redirect their research and design investments away from foldable models, as consumer interest remains stagnant, Scarsella added.