After Counterpoint correctly published Q2-24 stats for Apple landing in second spot for all of China including Hong Kong, a new analytical report posted today shows that Apple has remained in second spot globally for Q2-24.

The latest Canalys research reveals that the worldwide smartphone market continued to grow strongly in Q2 2024, with shipments reaching 288.9 million units. The market has grown for three consecutive quarters, driven by product innovation initiatives and improvements in business conditions.

Apple held second place with 45.6 million units, bolstered by strong momentum in North America and APAC’s emerging markets.

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Xiaomi, with its competitive product offerings, closely followed with shipments of 42.3 million units to achieve a market share of 15%. Xiaomi delivered 27% growth for the quarter, the highest of all top OEMs. Xiaomi is pushing foldable smartphones hard including a brand new flip phone for roughly $800 and a thinner bookstyle (Mix Fold 4) coming in August that will be thinner than Samsung's latest Galaxy Z Fold6. This could translate into a very strong Q3-24 for Xiaomi and further challenge Apple for second spot.

Apple will look to accelerate replacement demand in these markets via its AI strategy, with hybrid models, enhanced privacy and personalized Siri features.

“Despite seasonal demand in the second half of the year, the smartphone market is unlikely to see double-digit growth in full-year 2024,” said Zhu. “In the short term, the volume driver segment is facing operational challenges, but smartphone vendors should enhance their competitiveness in the latter half of the year via targeted regional product planning. Canalys