The global smartphone market grew 7 percent to 1.22 billion units by 2024, according to research by Canalys.
The smartphone market grew by 7 percent by 2024. That’s according to research by Canalys. Apple remained the market leader, despite a slight decline in deliveries. Samsung followed in second place, while Xiaomi was the biggest grower. 2025 promises to be a challenging year due to market saturation and economic uncertainties.
Strong growth in emerging markets
After two years of decline, the global smartphone market experienced a recovery in 2024 with 7 percent growth. Apple remained the biggest player with 225.9 million iPhones shipped, down 1 percent from 2023. Samsung was second with 222.9 million devices, also down 1 percent. Xiaomi grew the strongest, seeing its shipments rise 15 percent to 168.6 million devices, thanks to success in China and emerging markets.

Source: Canalys
TRANSSION also climbed to fourth place with 15 percent growth to 106.7 million devices. OPPO (including OnePlus) finished fifth with modest growth of 3 percent to 103.6 million devices. In more mature markets such as Europe, North America and China, demand rebounded slightly, helped by discounts and trade-ins.
Expectations for 2025
Canalys warns that 2025 will be a challenging year. Growth in emerging markets is slowing, while economic uncertainties and possible U.S. import tariffs are putting additional pressure on the sector. At the same time, premium smartphones remain popular, with Apple and Samsung performing strongly at the high-end. Apple, for example, saw an 11 percent increase in sales of its Pro models, while Samsung recorded its best-performing S series since 2019.
To remain competitive, manufacturers will focus on margins and pricing strategies. New financing models and subsidies in China may offer opportunities, while strong marketing and distribution channels remain crucial. The coming months will determine the further evolution of the smartphone market.