Q2 Global smartphone sales hit 4-year high

Global smartphone sales surge in Q2

Europe’s top 5 markets – France, Germany, Great Britain, Italy, and Spain – all experienced growth in sales volume compared with the same period in 2023.

• Samsung remains the top selling Android brand, creating a strong momentum to take into the 2024 Paris Olympics for which it is the official sponsor.
• Honor achieved strong growth in France, expanding its market share by +4% points year-on-year. Xiaomi grew strongly in Spain, gaining +7% points year-on-year to reach a 36% share of the market.
• iPhone 15 is the top selling smartphone in every market other than France, where the Samsung Galaxy A15 takes the #1 spot.

US smartphone sales volumes have increased at the greatest rate of all tracked markets, with a +60% year-on-year rise in Q2. Apple iOS sales exceed Android, securing a 52% share of the market.

• Android has had a challenging quarter in the US, losing -9% of its share. This is the first Q2 in more than three years that it has not been the top selling OS.
• iPhone 15 Pro Max is the top selling model in the US, where iPhones account for 9 in 10 of the best selling models.
• Asus has carved out a 3% share of the market, making it the fifth top selling smartphone brand in the US. Its gaming phone ‘ROG’ is proving the most popular with consumers.

Across the Asia Pacific region, sales volumes are up in all markets.

• In Mainland China, sales volumes are up +4% year-on-year. Android remains the top selling OS, gaining +4% points share in Q2. Domestic brands performed well, notably Xiaomi and Honor which expanded their share +5% points and +3% points respectively.
• Huawei is the second top selling brand. The recently released Nova 12 Pro is the best selling Huawei model.
• Apple iOS experienced a -1% point decline in share year-on-year. Its iPhone 15, 15 Pro, and 15 Pro Max were the top 3 selling models.

In Japan sales volumes increased +20%. iOS has gained +5% points share year-on-year.

• Google Pixel is the top selling Android smartphone. It continues to increase its sales share, securing 14% of the market.
• Apple iOS has gained +5% points share year-on-year, with the iPhone 14, 15, and SE (2022) the three best selling models.

Australia has seen a strong +32% uplift in smartphone sales volumes.

• Android is the top selling OS, while Oppo has overtaken Google Pixel to secure the #3 spot.
• The iPhone 15 series tops the models chart. iPhone 11 has performed well, driven by refurbished sales. Samsung Galaxy A15 5G is the top selling Galaxy device.

Smartphone AI market becomes increasingly competitive

Artificial Intelligence (AI) announcements continue to flood the smartphone market. Apple entered the race during its WWDC 2024, announcing it was partnering with OpenAI to integrate ChatGPT into its devices and creating its own generative AI system, ‘Apple Intelligence’. The news was highly anticipated and has since propelled Apple’s stock to record value. Apple will hope the AI features provide a similar turn of fortune for its iPhone sales, the revenue engine of its business. Apple AI features will only be available on the iPhone 15 Pro, Pro Max and iPhone 16 series (September 2024 release). This gives consumers that don’t own these models an incentive to upgrade. Across European 5, US, and Australia over 9 in 10 iPhone owners fall into this bracket – presenting Apple with a major opportunity to persuade these customers to buy.

At its July Unpacked event, Samsung unveiled the latest Galaxy Buds3/Pro, Galaxy Fold/Flip 6, and the new Galaxy Ring, a health-tracking wearable worn on the index finger. Each product features deeply integrated Galaxy AI. Samsung hopes these AI advancements will make a compelling case for its foldable phones, a market segment that remains niche at just 1% of smartphone ownership. Key AI-driven functionalities like 'Circle to Search’, AI-powered photo editing, and sketch-to-image are among the highlights. According to Kantar ComTech, buyers of the Galaxy S24 Ultra who were influenced by its AI capabilities sought real-time translation, camera enhancements, and 'Circle to Search', suggesting that Samsung's foldable AI features are well-aligned with consumer interests.

Google is set to launch its latest version of Pixel devices, Pixel 9/Pro/Pro XL and Pixel Fold 2 in August, which will continue to build on its Gemini powered AI features. Google promoted ‘flagship’ AI features in its devices as early as 2021, with the inclusion of ‘Magic Eraser’ on Pixel 6. The longevity of this strategy provides Google Pixel with a share of mind advantage, with many consumers already associating Pixel with AI features. Kantar ComTech reports that 11% of Pixel buyers cite AI was a key reason why they chose their phone, compared with 6% of the average.

Commenting on the data, Jack Hamlin, Global Consumer Insights Director at Worldpanel Division, Kantar, says: “Smartphone manufacturers are solidifying their AI strategies, embedding features that enhance everyday convenience and utility, aiming to make their devices indispensable. The desired short-term benefit is an uptick in smartphone sales, as consumers upgrade to newer devices to access these benefits. Looking ahead, subscription models are likely to emerge, offering consumers full access to AI capabilities and providing manufacturers with a steady revenue stream. The key challenge remains whether these features will be compelling enough to transition from being mere conveniences to essential tools.”

Kantar’s Worldpanel will continue to track the impact of AI on consumer behaviour across its global longitudinal panels, providing insights into successful AI product innovations, AI motivated consumers, and original equipment manufacturers winners and losers.

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