Global Smartphone Shipments Rise 6.5% in Q2, Led by Samsung and Apple
In a sign of a slow but steady recovery, global smartphone shipments grew 6.5% in the second quarter, driven by Samsung Electronics and Apple, according to preliminary data from IDC. However, the market remains challenged in some regions, and a full recovery in demand is yet to come.
For the fourth consecutive quarter, global shipments have increased, with smartphone makers turning to artificial intelligence (AI) to entice price-conscious consumers and capture a larger market share. The buzz around gen AI smartphones, which are expected to capture 19% of the market this year, has contributed to the excitement in the industry.
According to Nabila Popal, research director with IDC’s Worldwide Tracker team, "There is lots of excitement" in the smartphone market, thanks to higher average selling prices and the buzz around gen AI smartphones. However, she also noted that the share of mid-range devices is challenged, as leading Chinese OEMs are increasing shipments in the low end to capture volume share amid weak demand.
The latest developments in the smartphone market come as Apple and Samsung continue to push the top of the market, benefiting from the ongoing premiumization trend. Apple recently showcased new AI features for its iPhones powered by OpenAI’s ChatGPT at its developer conference, while Samsung announced new models for its Galaxy fold and flip, as well as new AI features, at its Galaxy Unpacked event.
In terms of market share, Samsung held the top spot with an 18.9% share of shipments in the second quarter, followed by Apple with a 15.8% share and Xiaomi with 14.8%.
The slow but steady growth in global smartphone shipments is a positive sign for the industry, but it remains to be seen whether demand will continue to recover in the coming quarters.
