DIGIVESTASI - Counterpoint Research released data on the top three mobile phone brands dominating the global market in August 2024. In that period, Samsung managed to retain the top spot as the global smartphone market leader based on monthly sales volume. 

However, what is interesting is that Xiaomi managed to climb to second place, overtaking Apple in terms of global smartphone sales volume for the first time since August 2021, despite its relatively stable sales volume on a monthly basis. Even so, Counterpoint did not specify the sales volume of each brand in the top three list.

Counterpoint also noted that Xiaomi was one of the fastest growing brands in the first half of 2024, with a 22 percent increase in sales volume on an annualized basis. Although this growth is expected to slow down in the second half, Xiaomi is still expected to record solid double-digit growth for the whole of 2024.

After facing supply challenges in 2022, Xiaomi will have to battle difficult macroeconomic and geopolitical conditions in 2023. However, through changes in product strategy, sales, and distribution channels, Xiaomi managed to record significant growth almost every month in the past year.

Xiaomi managed to strengthen its position in the mobile phone segment priced below US$200, especially after the launch of the Redmi 13 and Redmi Note 13 series. These products helped Xiaomi increase its market share in India, Latin America, Southeast Asia, the Middle East, and Africa.

Meanwhile, Apple, which slipped to third place in August, usually experiences a decline in sales in the month. However, the launch of the iPhone 16 is expected to push Apple to reclaim second, or even first, place in the coming months as sales increase.