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Global smartphone shipments rose in the third quarter of 2024, and Samsung ranked first by quarterly shipments—but “4% growth” is one estimate, not a universally agreed figure. TechInsights reported 4% year-over-year shipment growth and put Samsung at 19% share, ahead of Apple at 17%. Canalys data cited in Xiaomi’s investor presentation showed 5.2% shipment growth, while Counterpoint measured 2% growth in consumer sell-through. The result was a recovering market, a close Samsung–Apple race, and strong growth from several Chinese brands.
Q3 2024 smartphone market: the figures depend on what was measured
Q3 2024 covers July 1 through September 30, 2024. It is a historical snapshot, not a statement about which company leads today. In the shipment datasets available for that quarter, Samsung was No. 1 globally, but its lead over Apple was modest.
| Source | Measure | Market result | Samsung | Apple |
|---|---|---|---|---|
| TechInsights | Shipments | Up 4% year over year | 19% share | 17% share |
| Canalys figures reproduced in Xiaomi’s Q3 presentation | Shipments | 309.9 million units; up 5.2% | 57.5 million; 18.5% | 54.5 million; 17.6% |
| Counterpoint Research | Sell-through | Up 2% year over year | First | Second |
These estimates are not interchangeable. TechInsights and Canalys figures describe phones shipped into distribution channels; Counterpoint’s figure describes phones sold through to consumers. A rise in shipments can reflect retailers replenishing inventory or stocking for launches and promotions as well as underlying demand. The figures also come from different research models and reporting cutoffs. The evidence supports a market returning to growth, not a single exact growth rate that every tracker measured the same way.
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Samsung led, but the gap was small
Canalys’ figures put Samsung just 3 million units ahead of Apple for the quarter: 57.5 million versus 54.5 million. Its share lead was 0.9 percentage point. TechInsights likewise showed a narrow gap, at 19% to Apple’s 17%. These are shipment rankings; they do not establish which company had the most smartphone revenue, profit, installed users, or consumer sales under every measurement method.
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Samsung’s broad portfolio helps explain how it can compete across price tiers and regions. Its Galaxy A line serves volume-focused segments, while Galaxy S flagships and foldables address premium buyers. Counterpoint’s quarterly share tracking has identified Galaxy A models as important to Samsung’s position. A diversified range also means Samsung’s quarterly shipment total is less dependent on a single flagship launch than Apple’s.
That is a plausible explanation for the breadth of Samsung’s position, not proof that any one product or factor caused its Q3 ranking. Regional mix, distribution, pricing, promotions, and channel inventory all influence shipments.
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Apple’s September launch complicates the quarter-by-quarter picture
Apple remained close behind Samsung. Counterpoint reported broadly flat sales for both companies in Q3 and said Apple became the largest brand in September, helped by the early launch of the iPhone 16. A monthly lead in September does not overturn a full-quarter ranking: the quarter also includes July and August, and launch timing affects when devices are shipped and sold. Apple’s seasonal launch cycle can therefore make leadership vary by month even when another vendor leads the entire quarter.
Xiaomi and other Chinese brands grew quickly
The race was not only about the top two. In the Canalys figures reproduced by Xiaomi, the next three vendors were Xiaomi, OPPO, and vivo:
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- Xiaomi: 42.8 million units, 13.8% share, up 33.2% year over year.
- OPPO: 28.6 million units, 9.2% share, up 8.2%.
- vivo: 27.2 million units, 8.8% share, up 23.6%.
Those growth rates show that Samsung’s lead coexisted with rapid gains among competitors, especially Xiaomi and vivo. They do not, on their own, show that each brand took share directly from Samsung: growth can also come from regional demand, recovering inventory, and a larger market overall. Global rankings also mask national differences. Apple is particularly strong in premium-heavy markets, while Samsung and Chinese brands have broad reach across emerging markets; the balance varies by country.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What was behind the market recovery?
The Q3 rebound followed two years of annual market declines, according to Counterpoint’s account of the recovery. Replacement demand after a weak upgrade cycle, less severe macroeconomic pressure, channel normalization, and continued demand in emerging markets are all relevant context. Promotional offers and financing can also help consumers replace older phones, though the cited quarterly figures do not isolate the contribution of any one factor.
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Premiumization—buyers choosing higher-priced models—was another industry trend, alongside renewed marketing around AI-enabled phones. These themes may affect the mix and value of devices sold, but the Q3 growth figures do not prove that AI features caused shipments or consumer sales to rise. Announcing or marketing an AI feature is not the same as demonstrating that buyers upgraded because of it.
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Before Q3 results were known, IDC forecast 4% growth in worldwide smartphone shipments for all of 2024, to about 1.21 billion units, with Android expected to grow faster than iOS and emerging markets contributing to expansion. That was a full-year forecast, not a Q3 result or proof of what drove the quarter.
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How to read “market leader” claims
A ranking only answers the question its metric measures. “No. 1” may mean the most units shipped in a quarter, the most devices sold to consumers, the highest annual share, the largest revenue, or the biggest installed base. Those are different standings. Vendor definitions can also vary—for example, by whether affiliated brands are counted separately—and estimates may be revised. For Q3 2024, the defensible conclusion is that Samsung led global shipments in the cited TechInsights and Canalys datasets, with Apple close behind; Counterpoint also ranked Samsung first by sell-through.
For consumers, the ranking is market context, not a buying recommendation. The leading vendor by global volume will not necessarily offer the right price, features, service coverage, or carrier compatibility for a particular buyer. Nor does a global result describe every country’s market.
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