Xiaomi Takes Second Place in Global Smartphone Sales, Surpassing Apple

In August 2024, Xiaomi reached a major milestone by reclaiming the second spot in global smartphone sell-through volume, surpassing Apple. Sell-through volume measures the number of smartphones sold directly to consumers, as opposed to shipment data, which tracks units sent to retailers. This accomplishment, noted in Counterpoint’s Smartphone 360 Monthly Tracker, marks Xiaomi’s first return to the second position in the global market since 2021.

Xiaomi’s Growing Market Presence

Xiaomi’s continued rise in the competitive smartphone market underscores its growth as a major player alongside Apple and Samsung. Over the past three years, shifting sell-through volumes among these brands have reflected the changing dynamics of the global smartphone landscape. Xiaomi’s steady increase in sell-through volume demonstrates its ability to challenge larger competitors, while Apple has seen more fluctuation in its sales. This may be attributed to Apple’s more limited product range, which contrasts with Xiaomi’s diversified offerings.

Impact of Apple’s iPhone 16 Series

Reports suggest that Apple’s latest release, the iPhone 16 series, has not generated the same level of consumer interest as previous models. This dip in enthusiasm could potentially impact Apple’s sales figures in the coming months, further widening the gap between Apple and Xiaomi. However, Apple’s loyal customer base and strong brand recognition might still help boost its performance in the near future.

Xiaomi’s Strategy for Success

According to Tarun Pathak, Research Director at Counterpoint, Xiaomi’s success in 2024 can be attributed to its streamlined product strategy. Instead of flooding the market with numerous devices in the same price range, Xiaomi opted to develop one standout model per price band. This strategy, combined with revamped sales and marketing efforts, helped the company expand into new markets and strengthen its presence in existing ones. While Xiaomi continues to excel with its entry-to-mid-tier devices, it has also made significant strides in the premium segment with the introduction of foldable and ‘ultra’ models.

Looking Ahead: A Tough Competition

As Xiaomi continues to grow, it remains to be seen whether the company can maintain its second-place position in the global smartphone market. The recent launch of Apple’s iPhone 16 series may provide a temporary boost to Apple’s sales, making the competition fierce in the coming months. Both companies are expected to face challenges and opportunities as they vie for market dominance.

Conclusion

Xiaomi’s remarkable growth in the global smartphone market reflects its effective strategies and ability to adapt to changing consumer demands. With a focus on quality products, strategic market expansion, and a strong presence across price segments, Xiaomi has successfully positioned itself as a serious contender against Apple and Samsung. As the competition heats up, especially with the launch of new Apple products, the smartphone market is set for an exciting battle in the months to come.