According to the latest estimates from IDC, in the second quarter of 2024, the distribution of smartphones worldwide increases by 6.5% compared to the same period the previous year. This is a fourth consecutive quarter of growth, a sign that the market is doing better after several years in the red.
A word to Nabila Popal, senior research director of the Worldwide Tracker team at IDC££££
Good news, however qualified by Nabila Popal, senior research director of the Worldwide Tracker team at IDC IDC: “While the recovery is well underway with the top five companies all posting year-over-year gains, we are seeing increased competition among the leaders and polarization of price ranges. While Apple and Samsung continue to push the high end of the market and benefit most from the "premiumization" trend, many leading Chinese manufacturers are increasing their distribution at the low end in an attempt to capture market share in volume despite low demand.
She continues: “As a result, the share of mid-range devices is being called into question. However, the AI boom offers reason to remain confident: there is a lot of enthusiasm in the smartphone market today thanks to higher average selling prices and the excitement created by smartphones equipped with intelligence generative artificial intelligence, which are expected to grow faster than any mobile innovation we have seen to date and are expected to account for 19% of the market with 234 million units distributed this year.â€
On the brand side, Samsung remains the leader in the second quarter of 2024 with 18.9% of the market, precisely thanks to its strategy around AI for its flagship models. Apple remains second with 15.8%, ensuring its foothold in key markets such as China.