Foldables are now out and the new big thing boils down to AI.
According to reports from Counterpoint, Canalys, and IDC, global smartphone sales started going north in 2024 after two consecutive years of declining figures. A big portion of this growth is credited to Chinese manufacturers such as Xiaomi and Vivo, but it is still healthy for Apple and Samsung because they are the two main heads of the industry.
Counterpoint said there would be 4 percent growth in phone sales. IDC and Canalys gave some figures that their shipments worldwide would increase around 6-7 percent compared to 2023, which had the lowest sales figures in a decade. This growth is expected to continue through 2025.
Tarun Pathak, Director of Research at Counterpoint, says, “2024 was a year of recovery and normalization after a tough 2023. The market started showing signs of recovery from Q4 2023 and has been growing for five consecutive quarters.”
There is some disagreement over who is on top—according to Counterpoint, Samsung led the market share for the year, while both IDC and Canalys claim Apple took the crown. All three agree that Xiaomi holds a strong third place, with Counterpoint noting a 12% increase in unit sales, making it the fastest-growing among major players. Counterpoint places Xiaomi’s market share for the year at 14%, equal to Apple’s 18%.
Oppo (including OnePlus), Vivo, and the Transsion group—which includes brands like Tecno and Infinix—follow in the rankings, benefiting from strong sales in Asia and growth in Europe, Africa, and Latin America.
Both Counterpoint and IDC credit the relatively fast growth in 2024 to phones launched as AI devices, with AI now taking over as the new “hot” feature, surpassing foldable screens.
IDC’s Research Director, Anthony Scarsella, states, “Despite intense promotion and marketing, we’ve seen a decline in demand for foldables in the market.” Manufacturers are now “prioritizing new AI advancements over foldable devices,” and Counterpoint predicts that by 2028, nine out of ten smartphones priced above $250 will include generative AI.
