Apple held the largest slice of the global smartphone market by shipments during the fourth quarter of 2024, followed by Samsung. Xiaomi has taken a tight grip on the third position, accounting for a market share of ** percent in the fourth quarter of 2024. Samsung and Apple smartphone sales Smartphone vendors have been suffering from the events of the past couple of years, including the pandemic and the economic downturn. However, they all appear to be recovering, as shown by the recent increase in shipments. For instance, mostly based on the main line of Galaxy Series, Samsung's smartphone shipments totaled nearly ***** million units globally in 2024. Next to Samsung, Apple is a major manufacturer of smartphones worldwide, with the company shipping more than *** million iPhones worldwide in 2024. Apple’s sales tend to be very cyclical, peaking in the fourth quarter each year, much like in the fourth quarter of 2023, when they took the first spot in terms of units shipped globally with around **** units. Xiaomi in the lead While Apple and Samsung are typically the two major companies challenging for the top spot, Huawei had provided a strong challenge in recent years. Particularly, the Chinese company managed to climb the smartphone market ladder between 2011 and 2024, recording shipments of over ** million smartphones in the fourth quarter of 2024. However, strong performances from rivals like Xiaomi and the effects of the U.S. trade ban have since seen Huawei fall outside the list of top five vendors by smartphone shipments.

Manufacturers’ market share of smartphone sales in the United States is led by Apple and Samsung, with a market share of ** percent and ** percent, respectively, as of the second quarter of 2024. Next to Apple and Samsung are Lenovo and HMD, with respective market shares of ** and one percent.  Global smartphone market While Apple continues to lead the U.S. smartphone market, it has traditionally lagged behind on the global scale. Samsung has been the leading smartphone vendor worldwide since 2012. However, Samsung’s lead in terms of market share has started to dwindle in recent years, meaning that Apple and other Chinese competitors, such as Xiaomi, vivo, and Huawei, have seen a boost in the smartphone industry. Apple’s traction on the global scale in 2020 comes from its move towards 5G-enabled smartphones, which have doubled sales one year, from 2020 to 2021, alone. Apple is currently the leading vendor in terms of global 5G smartphone shipments. The introduction of 5G throughout the world brings with it the possibility to upheave the smartphone market as we know it. Are U.S. consumers satisfied with Apple and Samsung phones? Apple and Samsung not only lead the smartphone market in the United States in terms of usage, but also in terms of customer satisfaction. The highest ranked smartphone models on the American customer satisfaction index are nearly all Samsung Galaxy and Apple iPhone models. Furthermore, it appears that U.S. smartphone users are unlikely to change their primarily used smartphone brand anytime soon.

As of 2023, for the first time ever, Apple ranked as the market leader in the global smartphone market with a 20.1 percent share of all shipments. The tech giant retained the top title in 2024, with a share of nearly 19 percent of the global smartphone market. Samsung ranked second, holding 18 percent of the market share. Global smartphone market shareSamsung has seen its popularity steadily increase since it held just a 4.3 percent of the smartphone vendor market at the beginning of 2010. Samsung’s share of the overall mobile phone market, has fluctuated in recent times, dropping to under 20 percent in the most recent year. Apple became smartphone market leader based on shipments in 2023. Apple’s smartphone sales are relatively cyclical and peak in the fourth quarter each year. In the fourth quarter of 2024, 23 percent of all smartphones new smartphones sold were iPhones. The iPhone generated considerable revenue for Apple with sales of the device amounting to over 200 billion U.S. dollars in their 2024 financial year.

Apple claimed a **** percent share of the market in the second quarter of 2024, an increase from the previous quarter. Apple's long time competitor, Samsung, ranked first with a market share of **** percent. Apple and Samsung continue to dominate the smartphone market Apple has been among the top-five smartphone vendors in the world since 2009. With the decline of former market leaders Nokia and RIM, Apple and Samsung were able to grow their presence in the market. As a result of political pressure, tariffs and restrictions imposed by the U.S, Chinese manufacturer Huawei has recently dropped off of the top five list in the smartphone market, while Xiaomi, Oppo, and Transsion have gained ground. Coronavirus (COVD-19) pandemic impact on iPhone sales While the long-term impact of the coronavirus (COVID-19) pandemic on sale is difficult to determine, the immediate impact was quickly visible. While large quarterly fluctuations are normal for Apple’s revenue cycle, one must look back to 2017 to find two consecutive quarters in which Apple generated less than ** billion U.S. dollars in revenue from the iPhone. A less strong performance in the first quarter of 2024, lead by the iPhone 16, gave Apple the ****** spot in terms of quarterly global unit shipments after Samsung, although strong sales in the fourth quarter of every year is a common occurrence with Apple products.

Apple lead the mobile device market in the United Kingdom (UK) in 2024, holding around **** percent of the market share. Samsung came in second with just below ** percent of the UK market share. Both top vendors were well beyond the rest of mobile device vendors in the UK such as Google, which came in third place holding under **** percent of the market share, an increase from previous years. Samsung leads the global and European market While Apple is the clear leader in the UK, Samsung holds the edge globally based on devices shipped. Samsung was responsible for ** percent of global shipments, ahead of the ** percent accounted for by Apple in 2018. Nearly ** percent of all mobile phones shipped in Europe in 2019 were Samsung devices, with Apple devices accounting for under *** percent of devices shipped and therefore landing in third place behind Huawei, which shipped over ** percent of all devices. iPhone 13 on top in the UK The iPhone 13 was the top phone for Apple in the United Kingdom as of January 2022, making up ** percent of all smartphones sold in the UK. The Samsung Galaxy A12 showed up in fourth place behind Apple products, making up ***** percent of all smartphones sold in the UK in January 2022.

In the second quarter of 2024, Apple iOS was one of the main mobile operating systems in Italy. In that quarter, iOS 17.4 was the most popular version of the operating system, occupying over 42 percent of the mobile OS market in the country.  Apple and Samsung at the top of the Italian smartphone market As one of the main segments of the consumer electronics industry in Italy, the smartphone market was forecast to generate a revenue of just under ten billion U.S. dollars in 2024. Apple and Samsung are the leaders of the Italian smartphone market, controlling almost 32 and 30 percent of the market in 2023, respectively. Meanwhile, other vendors have been acquiring larger shares of the industry, including Huawei and Oppo, catering to the needs of an ever-growing number of smartphone users.

Android is the leading mobile OS What makes our smartphones so fast, advanced, and powerful? Their operating systems, namely, the software on which the devices rely that allow users to perform all sorts of actions, including navigating the web and listening to music. Over the decades, Google’s Android and Apple’s iOS have established themselves as the leading mobile operating systems worldwide. Android being an open-source platform, many smartphone vendors have adopted it as their operating system, whereas iOS only works on Apple iPhones. As a result, Android holds a much larger share of the global mobile OS market, over 70 percent, leaving iOS far behind.

Samsung has been a consistent front-row competitor in the global smartphone market. In the fourth quarter of 2024, Samsung held a global smartphone market share of 15.6 percent. Samsung’s smartphone market shareThe smartphone market has fluctuated considerably since 2009. Nokia used to lead the industry with almost 50 percent of the smartphone market share in 2007, but the company’s market presence dropped to around three percent in 2013. Apple and Samsung have remained among the top five smartphone vendors in the world since 2009. Samsung’s Galaxy, first released in 2009, is their main line of smartphone products, while Apple heavily invests in the iPhone, a primary source of revenue for the company. Samsung’s smartphone market share increased significantly in a span of three years, going from three percent in the second quarter of 2009 to 32.2 percent in the second quarter of 2012. None of its competitors have experienced a similar growth. As the overall smartphone market also grew, Samsung was able to maintain its position as the global market leader. In 2024 alone, the Korean electronics giant shipped around 223.5 million smartphones worldwide, and accounted for 19.4 percent of all smartphone shipments worldwide.

In the second half of 2021, Apple iPhones accounted for a 43.8 percent sales share of the smartphone market in Australia. Samsung and Apple smartphone sales declined compared to the same period in 2020, likely due to supply chain issues brought about by the pandemic.

Samsung held a ** percent share of the global smartphone market in the first quarter of 2024. Apple followed closely behind, with an overall share of ** percent. The changing face of the smartphone market The make-up of the smartphone market has changed significantly since 2009. Nokia used to lead the industry with almost ** percent of the smartphone market share in 2007, and before the arrival of the iPhone, it was hard for consumers to imagine Nokia becoming a market outsider. Huawei's rise and fall have had a significant impact on the face of the market. Huawei consistently challenged Apple and Samsung for position at the top of the market, even leading it in the second quarter of 2020. Huawei has not appeared in the top five since the second quarter of 2021, largely as a result of trade restrictions. RIM’s Blackberry devices stand as an example of the effect large-display touchscreen devices had on the market. Blackberry devices sold on a number of strengths, including a well-designed physical QWERTY keyboard and secure enterprise integration. The Blackberry lost its unique value as touchscreen devices improved, leading to a significant decline in revenue. RIM eventually ceased development of the Blackberry in 2016.

Apple's iOS continues to hold the largest share of the smartphone operating systems market in the United States, claiming more than **** of the market in 2024. Apple's share of the U.S. market has remained stable since 2018, when it accounted for around ** percent. This is reflected in all markets, with Apple's global share remaining stable year-on-year. Apple growing at home Under CEO Tim Cook, Apple has continued to follow a stunning growth trajectory. Apple became the first U.S. company with a market capitalization exceeding two trillion dollars, just two years on from becoming the first trillion-dollar company. The iPhone, responsible for much of the company’s growth, has cemented its status as the smartphone of choice for many Americans during recent quarters. Google's Android operating system is a close competitor in the U.S. OS market, accounting for around ** percent of the market as of **********. However, Apple commands a far wider lead in the U.S. smartphone manufacturer market, with the Android user base split between various vendors such as Samsung and Motorola. Apple’s popularity across markets Apple has seen success with the iPhone in developed markets across the globe. iPhones accounted for **** of the **** most-sold handsets in the United Kingdom as of ************, and four of the leading five in Germany. Yet, the high price of Apple devices puts Apple at a disadvantage outside of wealthier markets. In Africa, iOS accounted for around ** percent of the mobile OS market in *************, while Android dominated with an ** percent share.

In 2023, Samsung had the largest share of the market for mobile devices in Brazil, just under 40 percent. It was followed by Motorola, with almost 20 percent and Apple, with over 18 percent. The market has evolved significantly compared to the previous decade. In 2010, Nokia sold mobile devices to over half of Brazil's market, but gradually lost significance over time. Major smartphone market players Apple and Samsung not only play a leading role in the Brazilian smartphone market but are among the main vendors in most countries and worldwide. Particularly, the leadership is always disputed between Apple and Samsung, two tech giants that have created entire device ecosystems. In the first quarter of 2023 Samsung shipped roughly 60 million smartphones, while Apple recorded around 50 million smartphone shipments. Smartphone vendors like Xiaomi and Oppo still manage to make it to the top five, but their market shares are significantly lower than those of Apple and Samsung. Smartphone penetration in Brazil is on the rise Nowadays, smartphones are used to perform all kinds of activities, from calling and messaging, to watching videos and playing games. Therefore, the number of smartphone users and smartphone penetration has dramatically increased in the past decades, with the latter forecast to reach 97 percent in 2029. Moreover, smartphones are the most frequently owned digital devices in the Latin American country in 2023, followed by PCs.

In the first quarter of 2024, Samsung and Apple were leaders of the European smartphone market. Xiaomi grew from four percent in the first quarter of 2019 to 18 percent in the first quarter of 2024.

Smartphones make up the primary component of the European mobile phone market, with the smartphone penetration rate in Europe being forecast to reach almost 82 percent in 2024.

Leading manufacturers maintain their share. While the total share of the European market held by Samsung and Apple has fluctuated during this time, they still accounted for more than 50 percent of the total market in the first quarter of 2024. The two tech giants alone were responsible for around 40 percent of global smartphone shipments in the first quarter of 2024. Rather than the larger manufacturers, it has been the smaller manufacturers such as LG, ZTE and Lenovo that have seen their share of shipments decline. Since the third quarter of 2020, Huawei’s share has dropped significantly as well.

Huawei stalls Huawei’s previous growth was observed in the increase of total number of handsets shipped to 55.8 million units in the second quarter of 2020. However, in the fourth quarter of 2020, Huawei’s total number of shipments dropped significantly to 32.3 million, and their European smartphone market share dropped to 0.5 percent in the third quarter of 2021.

Samsung is one of the most popular smartphones in Germany, and consistently sold more smartphones in the country than any other vendor until the fourth quarter of 2024 when Apple took over. Apple's share of the market increased from only 31 percent in the third quarter to over 37 percent in the fourth quarter of 2024.

According to Counterpoint Research, the smartphone market in South Korea was led by Samsung in the first quarter of 2024 with a domestic market share of around ** percent. Samsung Electronics is a South Korean company that produces the Samsung Galaxy smartphones. LG, another Korean tech brand, closed down their smartphone department in 2021. User experience with the two smartphone giants Although Samsung Electronics dominates much of the smartphone market share in South Korea, Apple’s mobile phones have consistently maintained a significant presence. A survey showed that Apple users reported significantly higher satisfaction with the overall experience of using their phones than Samsung users. The difference in perception of the two brands is also clear. Apple iPhones are largely perceived as premium products, a reputation shaped by their high price point and innovative design. On the other hand, Samsung Galaxy phones are often viewed as a smart choice due to their value for money and the brand’s wide range, which offers a variety of options to suit different budgets. LG succeeds outside of the smartphone market Following LG Electronics’s exit from the smartphone business, revenue in the home appliances and air solutions sector has increased by approximately ** billion U.S. dollars since 2016. LG Electronics’s total global revenue has been on an upward trend for the past two decades, reaching a record high in 2021. In 2023, the company generated nearly ** trillion South Korean won more than LG Chem, making it the leading revenue-generating subsidiary of LG Group.

As of January 2025, Apple was leading the South Korean smartphone market with the iPhone 16 Pro accounting for around 10 percent of all smartphones sold in that month, according to Counterpoint Research. This was followed by the Apple iPhone 16 Pro Max. Launched in September 2024, various versions of the iPhone 16 were popular in the country that month.Rapid growth in 5G smartphones in South KoreaIn recent years, smartphone adoption in South Korea had seen a remarkable surge, with ownership becoming nearly universal compared to a relatively modest rate in the early 2010s. Among the various smartphone types, 5G models had gained the largest market share, showing a shift towards faster and more advanced mobile networks. 5G, or fifth-generation mobile communication, significantly increases internet speeds, allows more devices to connect simultaneously, and reduces latency for smoother app usage and streaming. Among these users, SK Telecom had significantly more 5G subscribers compared to other providers.Global smartphone market led by Apple and SamsungApple and Samsung are two of the largest players in the global smartphone market, consistently ranking among the top vendors alongside competitors like Xiaomi. Apple typically saw stronger performance in later parts of the year, while Samsung tended to gain momentum earlier in the year. This difference was largely influenced by the timing of their product launches, which could shift market share depending on when the data was collected. Together, the performance of these brands reflected broader trends in consumer demand and ongoing developments in the global smartphone industry.

Apple topped the ranking of mobile device vendors in Denmark in 2024. Nevertheless, it can be seen that Apple’s share of the market decreased significantly over the investigated period, from over 80 percent in 2010 to roughly 60 percent as of 2024. Samsung came in second, with about 22 percent of the market. In Norway, Apple saw a rise in 2021. And in Sweden, Apple has seen an increase, with Apple still dominating the market, but with a decreasing in market share over the years. Mobile device ownership With their efficiency and ease of use, mobile devices have grown popular in recent years. Smartphones were the most-commonly owned electronic devices in Denmark in 2022. 90 percent of respondents reported owning a smartphone, with 88 percent owning a laptop or a portable computer. Other popular electronic devices in the country included smart TVs, tablets, mini-computers, and game consoles. Smartphones Smartphones were originally marketed primarily towards enterprise work. There would be an estimated 5.4 million smartphone users on the Danish market by 2025. This would result in an increase of nearly four million users since 2010. Users are internet users of any age using a smartphone. On a global level, Samsung, Huawei, and Xiaomi have been Apple’s closest rivals in recent years, and have already overtaken the company in regards to global market distribution.

As of February 2025, Apple had around ** percent share of the mobile vendor market in Thailand, while Samsung had approximately ** percent share of this market. The major players in Thailand’s mobile phone industry have also expanded to include different brands throughout the years. Functionality of a smartphone For Apple phones, their many qualities make them a preferred brand among Thai users. The Apple iOS on iPhones and other devices is known for its stability compared to other operating systems. Furthermore, its user interface is said to be uncomplicated for users of all ages. However, despite Apple’s praised functionality, the Android operating system has maintained a majority share of the leading smartphone operating system in recent years in Thailand. This is because many mobile phone brands implement the Android operating system. Moreover, there is a large selection of Android phones with a wide price range, making it accessible to consumers of all income levels. The rise of Chinese brands In recent years, smartphones from China have become heavy hitters in Thailand’s mobile phone industry alongside Samsung from Korea and Apple from the U.S. Brands like Realme and VIVO have shown substantial year-on-year growth in Thailand compared to its competitors. Other brands such as Huawei, Oppo and Xiaomi are also prevalent in the smartphone industry.

The statistic shows the share of mobile phone sales worldwide to end users by vendor from 1997 to 2014. In 2014, Samsung held a market share of **** percent of mobile phone sales worldwide. Mobile phone market share - additional information With a market share of about ** percent, Samsung is the leading mobile phone vendor worldwide. Samsung has held the top position since 2012 when the South Korean company passed Nokia, Samsung’s closest competitor at the time. Nokia has seen its mobile phone market share fall from nearly ** percent in 2008 to almost ** percent in 2014, dropping to third place in terms of market share in the beginning of 2015. The second largest mobile phone vendor in the world is Apple, with a share of around ** percent. Samsung is especially known for some of its consumer products such as mobile devices and home entertainment systems. In the third quarter of 2015, the South Korean company sold over *** million mobile phones. Samsung also leads the smartphone market; the company accounts for **** percent of all smartphone shipments worldwide, with *** million units in 2016 alone. The success in the mobile market is reflected in the company’s global revenue. Apple has taken over the position of second largest mobile phone vendor in the world due to Nokia's decline, and the increasing popularity of smartphones. The company shipped just over *** million smartphones in 2016. The iPhone is Apple's main product, and generates more than ** percent of the company's revenue.

In 2024, Samsung reclaimed the lead as the mobile device vendor in France, with ** percent of the market, while Apple dropped to ** percent. Apple had a brief lead in 2021, with ** percent of the market, and Samsung had dropped to ** percent. Samsung had previously led from 2016 to 2020, but its market share steadily declined from ** percent in 2016.

The mobile device market in Germany has been and continues to be dominated by Apple and Samsung phones: in 2024, Samsung occupied ** percent of the market, whilst Apple took a share of ** percent. Xiaomi took the third spot, occupying around ** percent of the mobile device market.