In August 2024, Xiaomi secured the second spot in global smartphone sell-through volume, surpassing Apple. Sell-through volume reflects the number of units sold directly to consumers, unlike shipment data, which only tracks units sent to retailers. This achievement, highlighted by Counterpoint’s Smartphone 360 Monthly Tracker, marks the first time Xiaomi has reclaimed the second position since 2021.
This milestone underscores Xiaomi’s growth in the smartphone market, as it competes with major players like Apple and Samsung. The shift in sell-through volumes among these brands over the past three years is a testament to the changing dynamics in the global smartphone landscape.
Xiaomi Surpasses Apple and Reclaims The Position After Almost Three Years
Xiaomi has steadily increased its sell-through volume, reclaiming the second spot in the global smartphone market. In contrast, Apple’s narrower product range might explain its fluctuating sell-through volume over the years. Recent reports suggest that the iPhone 16 series hasn’t generated the same level of interest as last year’s models, which could impact its sales figures.
Meanwhile, Xiaomi’s aggressive growth has helped fuel the global smartphone market’s recovery. According to Counterpoint’s report, Xiaomi offset seasonal declines in key regions by leveraging promotions, especially in Latin America.
Research Director Tarun Pathak attributed Xiaomi’s success to a streamlined product strategy in 2024. Xiaomi shifted its focus to developing one standout model per price band rather than saturating the market with multiple devices in the same segment. The company also revamped its sales and marketing strategies, expanded into new markets, and strengthened its presence in existing ones. While its entry-to-mid-tier devices remain strong performers, Xiaomi has also broken into the premium segment with foldable and ‘ultra’ devices.
Xiaomi’s hold on the entry-level market (under $200) is particularly notable. As economic conditions improved in many of Xiaomi’s key regions, demand surged in the lower price bands, further solidifying the company’s position.
We are curious to see if Xiaomi will keep its position in the upcoming quarter. The recent launch of the Apple iPhone 16 series certainly could boost the company’s sales. It will be a tough fight in the next months.
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