Apple and Samsung are equal in smartphone market share

Market research firm Canalys did not provide specific numbers, but said the iPhone set a sales record last quarter, increasing its market share by 1% compared to the same period last year. Meanwhile, Apple's rival Samsung fell by 3%. That left both with an 18% market share. Thanks to the small difference, Samsung still holds the lead in sales, but trails Apple in profits.

Runar Bjorhovde, an analyst at Canalys, said strong demand for the iPhone 15 and older models played a key role in Apple’s performance. Consumers are moving toward higher-end devices, combined with an upgrade cycle for devices purchased during the pandemic, which has boosted sales, especially in North America and Europe.

Meanwhile, Samsung has only created a small gap despite changing its roadmap, announcing the Galaxy Z Fold6 and Z Flip6 foldable smartphones early in the third quarter of 2024, while the iPhone 16 will be available from September 20.

Canalys predicts that the iPhone 16 will help Apple take the lead in the final quarter of the year and maintain growth momentum in the first half of 2025 when the Apple Intelligence feature is released globally.

Apart from Samsung and Apple, the remaining three positions belong to Chinese companies: Xiaomi, Oppo and Vivo. Of which, Xiaomi accounts for 14% while Oppo and Vivo both hold 9% of the market share.

According to Canalys, the global smartphone market grew 5% year-on-year in the third quarter of 2024, marking the fourth consecutive quarter of growth. The company also predicted that the market will explode during the upcoming Black Friday or 11/11 in China.