Samsung Overtakes Apple as World’s Top Smartphone Provider

Samsung Electronics has overtaken Apple (AAPL) as the world’s top smartphone provider in the first quarter, according to data from research firm International Data Corporation (IDC), while Chinese rivals like Xiaomi and Transsion grabbed market share.

Global shipments of Apple iPhones fell 9.6% year-over-year to 50.1 million units in the first three months of the year, while Samsung’s fell 0.7% to 60.1 million units, IDC said.

Apple’s market share globally fell to 17.3% from 20.7% a year ago, while Samsung’s fell to 20.8% from 22.5%.

Chinese firms Xiaomi and Transsion, the third- and fourth-largest smartphone providers, respectively, added market share. Xiaomi had a 14.1% market share in the first quarter, up from 11.4% in 2023, while Transsion had a 9.9% market share, up from 5.7% a year ago.

Oppo, another Chinese smartphone maker, was in fifth place at 8.7% market share, down from 10.3% last year.

Still, the broader smartphone industry is seeing a revival, with global smartphone shipments rising 7.8% year-over-year during the quarter. 

Ryan Reith, group vice president with IDC’s Worldwide Mobility and Consumer Device Trackers, said that the research firm expects Apple and Samsung “to maintain their hold on the high end of the market.” He said, however, that the rise of the Chinese firms means that both Samsung and Apple would have to look “for areas to expand and diversify.”

“As the recovery progresses, we’re likely to see the top companies gain share as the smaller brands struggle for positioning,” Reith added.

Nabila Popal, research director with IDC’s Worldwide Tracker team, said the research firm also saw average selling prices of smartphones continue to rise during the quarter as “consumers opt for more expensive devices knowing they will hold onto their devices longer.”

The decline in market share marks a turnaround for Apple, which last year became the top smartphone seller in China, IDC said in January. Last year was a tough one for China’s broader smartphone market, with overall shipments in the country dropping 5% from 2022 levels.

Apple shares were down about 1% after the opening bell Monday.