Samsung maintained its global leadership in the mobile phone business in the third quarter of the year with sales of 57.5 million smartphones, down 2% compared to the same period in 2023. According to Canalys data accessed by elEconomista.es, the volume of this device marketed in the past months from July to September gives the South Korean manufacturer a 19% market share; this is one point lower than recorded just twelve months ago.
The ‘silver medal’ of the ranking goes to Apple, with 54.5 million iPhones distributed in the same reference period, up 9% year-on-year. This record figure for the company provides an increase of up to 18 percent in market share. The Californian manufacturer increased its quarterly sales by 4.5 million devices in total.. According to Canalys, among the reasons why the Apple brand stands out so much is that “the iPhone 16 series has made a good entry into emerging markets thanks to the reduction of hardware differences between the basic and Pro models.”
In third place on the podium is Xiaomi with 42.8 million units, which predicts an annual increase of 3%, but its business share remains at 14% compared to the third quarter of 2023. The consulting firm values the Chinese manufacturer for its “strategic positioning of inventory for new launches in key markets.”
Oppo ranks fourth with 28.6 million units sold with an increase of 8% and a market share of 9% in the reference quarter. For your part, Vivo became the commercial discovery of the quarter with sales of 27.2 million unitsIt increased its market share by two points to 9%, an increase of 24% compared to the previous year. At both Oppo and Vivo, Canalys is influencing the good results of both brands in the competitive Asia-Pacific region.
“OPPO has achieved 30% year-on-year growth in the region by streamlining its portfolio and is poised to further increase its market share. However, rising component costs and channel saturation are creating challenges for the company in the long-term profitability and sustainability of its mass consumption strategies,” explains the consultancy.
The sector is growing by 5 percent
The same consultancy confirms this Best business result in the industry in the third quarter since 2021With global sales of 309.0 million units, up 5% from 2023. “This recovery has been driven by aggressive launches of smartphone brands offering refreshed portfolios with solid value propositions, encouraging updated numbers amid a positive upgrade cycle and strong consumer confidence,” explains Canalys.
Regarding Apple, Canalys points out that the American company “achieved record shipments in the third quarter thanks to a strategic combination of channel and supply chain optimizations,” according to analyst Le Xuan Chiew. “After the explanations Apple Intelligence from WWDC, Consumers are actively upgrading older iPhone 12 and 13 models to adopt this new technology. Additionally, Apple’s diversified iPhone production, especially in India, has significantly shortened delivery times. Accelerate the fulfillment of pre-orders and stimulate local demand through competitive pricing. Additional production of older generation iPhones such as the iPhone 13 and 15 in India has allowed Apple to regain market share in the mobile segment and take advantage of the shift by further strengthening its carrier channel shipments to the United States and Europe. sue. But it is vital to take geopolitical obstacles into account, and a delay in the deployment of Apple Intelligence could materially impact Apple’s results in both the fourth quarter and into 2025. “
Regarding market trends, the same consulting firm focuses on intense competition in this segment “despite a strong first half of 2024 due to strong consumer demand and favorable economic conditions,” according to Canalys senior analyst 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 achieved 30% year-on-year growth in the region and is poised to continue increasing its market share. However, rising component costs and channel saturation pose challenges to long-term profitability. and the sustainability of mass consumption strategies”
Xiaomi’s trajectory reflects how the Chinese manufacturer “leverages its strong presence in the open market and Increasing sales of brand stores in the mid-high range and directing consumer demand Meanwhile, Vivo has expanded the V40 series to cover a wider range of products to boost its mid-range offering,” adds Canalys.
I’m looking forward to the rest of the year, The advisory “remains cautiously optimistic as sellers fine-tune inventory positioning and branding to push 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 said that although this lower price segment remains vital in terms of volume and market share, “Inflationary pressures are limiting the profitability of ultra-low-end devices, complicates constant price wars.” In contrast, in mature markets such as the United States, China and Western Europe, “premium segment growth will be driven by AI-driven differentiation. Manufacturers such as 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,” concludes Canalys.
