The global smartphone market has exhibited a significant revival with the latest insights from Omdia, the renowned technology research firmIn the fourth quarter of 2024, smartphone shipments soared to an impressive 328 million units, reflecting a 2.8% year-over-year increaseThis upward trajectory is noteworthy as it marks five consecutive quarters of growth in comparison to the previous year, culminating in an annual total of 1.223 billion units shipped throughout 2024, which is a solid 7.1% more than the 1.142 billion units recorded in 2023. The smartphone industry appears to be on a steady recovery path, bolstered by intriguing dynamics in consumer demand and technological advancements.

One of the most fascinating developments in this quarter is Apple's reinvigoration of its flagship product, the iPhoneThe introduction of the iPhone 16 series has played a pivotal role in propelling Apple to lead the global smartphone marketApple shipped 77.1 million units of the iPhone during the fourth quarter, signifying a remarkable feat considering it followed the release of the iPhone 16 series in the preceding quarterHowever, despite this surge, there is a slight drop overall; Apple's shipments decreased by 1 million units compared to the same period last yearThe annual total for Apple stood at 225 million units, down from 229 million the previous year, highlighting ongoing challenges even for established leaders in the industry.

Jusy Hong, a senior research manager at Omdia, elaborated on Apple's challenges, particularly in ChinaHe noted that although the iPhone 16 series received a warm reception, the overall shipment figures had declinedThis phenomenon is apparently attributed to several factors, including an extended lifespan of existing iPhone models and a growing demand for refurbished and second-hand devices, which is impacting the sales of new standard and traditional models.

In contrast to Apple's performance, Samsung also faced a decline in shipments during the fourth quarter of 2024, with 51.9 million units shipped, culminating in an annual total of 223 million units – a modest 1.1% decrease from 2023. Samsung’s position in the more affordable smartphone segments has been challenged by waning demand for mid-range devices, particularly since their A-series smartphones dominate the bulk of the company’s shipments.

Meanwhile, Xiaomi showcased a robust performance throughout 2024, achieving shipments of 169 million units, which is an increase of over 20 million units compared to the previous year

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The success of the Xiaomi 15 and Redmi K80 series, both launched in the fourth quarter, has been particularly pronounced in the Chinese marketThe company has also been expanding its foothold in international markets, especially in Africa and Latin America, where demand for budget-friendly devices is surging.

Transsion Holdings, known for its brands like Infinix, iTel, and Tecno, has experienced a stabilization following rapid growth in 2023. Though Transsion did not maintain the high growth rates seen previously, the overall smartphone shipment across its brands reached 107 million units in 2024, showing a 15.3% increase from 92.6 million units in 2023, reflecting more sustainable growth strategies in response to market needs.

Vivo also saw steady growth in 2024, achieving total shipments of 101 million units, representing an increase of 12 million units (14.0%) compared to the previous yearThis rise is particularly significant as it illustrates the recovery of Chinese manufacturers from the declines faced in 2023 in both domestic and overseas Asian marketsZaker Li, principal analyst at Omdia, commended Vivo’s resilience, noting how the brand has strategically focused on specific markets while others rush for expansive growthWith over 77% of Vivo’s global shipments originating from China and India, the company has solidified its foothold in these regionsFollowing an intense scrutiny of its operations in India, Vivo managed to stabilize its market presence by forming a partnership with a local tech firm, thereby reinforcing its leadership position in the market.

On the other hand, Oppo Group, encompassing both the Oppo and OnePlus brands, has encountered substantial challenges throughout much of 2024. Despite these hurdles, a strong rebound was witnessed in the latter half of the yearThe group experienced an aggregate growth of 2.8% over the course of 2024, with total shipments rising from 101 million units in 2023 to 104 million in 2024. Much of this growth can be attributed to the Oppo brand, as the OnePlus brand unfortunately saw a decline of more than 20% during the transition between these years.

Brands like Honor, Lenovo, and Huawei have outpaced the overall market growth, showcasing impressive double-digit growth rates

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