This trend seemed difficult to reverse, given that the market is so fragmented by manufacturer and so consolidated by users and devices, but mobile telephony is growing again after two years of decline. With a clear winner and plenty of losers, the smartphone market is on the rise, according to Counterpoint.
After two years in a row of annual declineAccording to preliminary results of the company’s Market Pulse study, the global smartphone market will grow again in 2024. Study of counterpoint. And how much? A lot, at least if you take into account the maturity of the market. According to this market analysis company, In 2024, global smartphone sales grew 4% year on year.
The reason for this ironclad health of the market could be, among other things, the macroeconomic improvement after the post-pandemic crisis. However, the numbers to beat weren’t particularly important considering where we come from, with smartphone sales in 2023 being the lowest in a decade.
Yes, there are no big changes, but there are interesting data in the list of winners and losers: Samsung was the absolute market leader in 2024especially with the huge growth of the S24 line of phones and the A series. In fact, the S24 outperformed its predecessors and was particularly well received in Western Europe and the United States.
Apple takes second place and 18% of the markethighlighting the iPhone 16, albeit with less enthusiasm than other years, due in part to the lack of availability of Apple Intelligence both at launch and globally. It is especially growing in Latin America, Africa and the Asia-Pacific region.
There are no changes in the Top 5, but Xiaomi is the absolute leader in terms of growth rates.
The surprise, as usual, came from Xiaomi, which grew the fastest among the top five brands throughout 2024. OPPO was in fourth place with a year-on-year decline, while vivo slipped into the top five for growth in India and China. More, The top 5 remained the same as in 2023.
However, “Counterpoint” shows I’m not very optimistic about the future and they note that it is very unlikely that we will again see smartphone sales at pre-COVID levels.
The market’s hope lies in premiumizationThis means we will see higher earnings among larger manufacturers despite lower unit sales due to rising prices for high-end products. And the ultra-premium market, that is, mobile phones priced above $1,000, grew the most in 2024.
Source: Hiper Textual

I’m Ben Stock, a highly experienced and passionate journalist with a career in the news industry spanning more than 10 years. I specialize in writing content for websites, including researching and interviewing sources to produce engaging articles. My current role is as an author at Gadget Onus, where I mainly cover the mobile section.