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Global smartphone shipments returned to year-over-year growth in the first quarter of 2024, and Samsung moved back ahead of Apple by shipment volume. The precise size of the rebound depends on the tracker: Counterpoint estimated growth of 6%, to 296.9 million units, while IDC’s preliminary estimate was 7.8%, to 289.4 million. Both firms ranked Samsung first.
What the Q1 2024 figures measure
These figures refer to global smartphone shipments in January–March 2024 compared with the same quarter a year earlier. Shipments are devices supplied into distribution channels; they are not a direct count of phones activated or purchased by consumers. The estimates also cover smartphones, not every type of mobile phone.
Counterpoint and IDC compile their estimates using different data and methodologies, so their totals and growth rates should be reported separately—not averaged into a synthetic market number. The gap between their totals is about 7.5 million units. It does not, by itself, show that one tracker is wrong.
- Counterpoint estimated 296.9 million shipments, up 6% year over year.
- IDC’s preliminary tracker estimated 289.4 million shipments, up 7.8%.
The shared conclusion is clearer than the difference in totals: after a prolonged downturn, the market posted another quarter of year-over-year growth, and Samsung returned to the top of the quarterly shipment ranking.
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Samsung’s lead was a volume ranking
Samsung accounted for about 20% of shipments in Counterpoint’s estimate. IDC counted 60.1 million Samsung shipments, or 20.8% of the market. Apple placed second in both firms’ Q1 rankings. The table keeps each company’s figures within its own tracker because estimates are not interchangeable.
| Vendor | Counterpoint, Q1 2024 | IDC, Q1 2024 |
|---|---|---|
| Samsung | About 20% share | 60.1 million; 20.8% share |
| Apple | Shipments down 13% year over year | 50.1 million; 17.3% share; down 9.6% |
| Xiaomi | Shipments up 34% year over year; about 14% share | 40.8 million; 14.1% share |
Samsung’s first-place result means it shipped more smartphones globally in that quarter under these trackers’ company definitions. It does not mean Samsung led every country or price tier, nor does it establish that Samsung earned more smartphone revenue or profit than Apple. IDC’s methodology notes explain that its company figures concern branded shipments and reflect parent-company treatment for brands operated as subsidiaries.
Rank #2
- Please note, this device does not support E-SIM; This 4G model is compatible with all GSM networks worldwide outside of the U.S. In the US, ONLY compatible with T-Mobile and their MVNO's (Metro and Standup). It will NOT work with Verizon, Spectrum, AT&T, Total Wireless, other CDMA carriers, it is also not compatible with their MVNO (Visible, Xfinity Mobile, US Mobile, Cricket Wireless, etc).
- Compatibility with certain third-party devices and accessibility accessories, including some hearing aids, may vary depending on manufacturer support, Bluetooth protocols, software compatibility, and regional firmware limitations. For additional hearing aid compatibility information, please refer to Samsung’s official support documentation.
- 4G LTE Bands: B1/B3/B5/B7/B8/B20/B28/B38/B40/B41
- Display: Super AMOLED, 90Hz, 800 nits (HBM) | 6.7 inches, 110.2 cm2 (~86.0% screen-to-body ratio) | 1080 x 2340 pixels, 19.5:9 ratio (~385 ppi density)
- Camera: 50 MP, f/1.8, (wide), 1/2.76", 0.64µm, AF | 50 MP, f/1.8, (wide), 1/2.76", 0.64µm, AF | 2 MP, f/2.4, (macro)
Why Samsung moved back ahead
Timing and portfolio breadth both mattered. Samsung introduced the Galaxy S24 series in January, giving its flagship range a fresh launch early in the quarter, while Apple’s most recent major iPhone launch had been in September. Counterpoint identified the S24’s performance as a contributor to Samsung’s quarter, but shipment data cannot isolate the effect of one product.
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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Clear out junk files and repair common Windows errorsFree Scan →Samsung also refreshed its Galaxy A series early in the year. Those midrange and entry-level phones can contribute more units than premium flagships, so the broader lineup and its availability mattered alongside the S24. Samsung competes across premium, midrange, and lower-priced segments, with distribution and channel inventory also influencing the number of devices counted as shipments.
Rank #3
- Please note, this device does not support E-SIM; This 4G model is compatible with all GSM networks worldwide outside of the U.S. In the US, ONLY compatible with T-Mobile and their MVNO's (Metro and Standup). It will NOT work with other CDMA carriers, and it is also not compatible with their MVNO (Visible, Xfinity Mobile, US Mobile, Cricket Wireless, etc).
- Compatibility with certain third-party devices and accessibility accessories, including some hearing aids, may vary depending on manufacturer support, Bluetooth protocols, software compatibility, and regional firmware limitations. For additional hearing aid compatibility information, please refer to Samsung’s official support documentation.
- Camera: 50 MP, f/1.8, (wide), 1/2.76", 0.64µm, AF | 50 MP, f/1.8, (wide), 1/2.76", 0.64µm, AF | 2 MP, f/2.4, (macro). Battery: 5000 mAh, non-removable | A power adapter is NOT included.
Galaxy AI was part of the S24’s product positioning and helped distinguish the launch. That is not the same as proving that AI features caused the global market rebound—or even that they alone drove Samsung’s shipment gains. The trackers establish the market and vendor results; they do not quantify how many buyers upgraded specifically for AI.
Why Apple fell behind—and what the decline does not say
Apple had ranked first in Q4 2023, a quarter supported by holiday buying and the iPhone 15 cycle. Q1 follows that seasonal peak and comes later in Apple’s annual product cycle, while Samsung had a newly launched flagship family in market. A quarterly change in rank is therefore not a clean test of which company has permanently gained ground.
Rank #4
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- Rear Camera: 50MP, f/1.8 (wide) + 5MP, f/2.2 (ultrawide) + 2MP, f/2.4 (macro), LED flash, panorama, HDR; Front Camera: 13MP, f/2.0, Android 14, up to 6 major Android upgrades, One UI 6.1
- 3G: HSDPA 850/900/1700(AWS)/1900/2100; 4G LTE: 1/2/3/4/5/7/12/13/14/20/25/26/28/29/30/38/39/40/41/48/66/71, 5G: 2/5/25/41/66/71/77/78 SA/NSA/Sub6/mmWave - Nano-SIM + eSIM
- US Model – Global Connectivity – Compatible with Most GSM Carriers like T-Mobile, AT&T, MetroPCS, etc. Will Also work with CDMA Carriers Such as Verizon, Straight Talk.
Apple’s reported shipments were lower year over year: Counterpoint estimated a 13% decline, while IDC estimated a 9.6% decline, from 55.4 million to 50.1 million units. These are shipment estimates, not a direct measure of consumer demand or a complete account of Apple’s financial performance. Counterpoint also reported that Apple’s average selling price rose 2% year over year. Fewer shipped units can coexist with a higher average price per device, so unit share and revenue tell different stories.
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Best Value
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A recovery, but not proof of a full turnaround
IDC described Q1 as the third consecutive quarter of year-over-year shipment growth. Counterpoint pointed to contributions from Europe, the Middle East and Africa, and the Caribbean and Latin America. The result marked a welcome improvement after the difficult 2023 market, but one quarter—or even a short run of growth—does not establish that replacement cycles have shortened or that demand has returned to earlier peaks.
Xiaomi also had a strong quarter. Counterpoint estimated its shipments grew 34% year over year, making it the fastest-growing company among its top five; IDC likewise ranked Xiaomi third, at 40.8 million shipments and 14.1% share. The tracker’s definitions matter when comparing companies and related brands, so its published company rankings are preferable to recalculating them independently.
For buyers and investors, the practical distinction is between market direction and market leadership. Both trackers showed shipment growth and Samsung in first place. Neither fact proves a durable industry recovery, a permanent Samsung advantage, or stronger profitability. Regional economic conditions, inventory levels, product calendars, pricing, and the length of replacement cycles will continue to shape results. AI was an increasingly prominent product theme, but the cited shipment data alone cannot show how much it changed buying behavior.
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