
In the smartphone field, 2024 marked an epochal turning point. data provided by IDC they highlighted a radical change in the balance of power, with Chinese producers, led by Xiaomi, which have ousted traditional giants such as Apple and Samsung. Let's look at the dynamics that led to this upheaval and the implications for the future of the sector.
Xiaomi Undisputed Smartphone Leader for Global Growth
After two years of contraction, 2024 saw the smartphone market to grow again, driven by a strong demand for replacement of old devices and by the success of the low-medium range modelsIn the fourth quarter, shipments increased by 2,4% year-on-year to 331,7 million units, while the full year closed with an increase of 6,4% and a total of 1,24 billion smartphones sold.
However, the real disruptive event was the emergence of Chinese brands, which captured a record 56% market share in the fourth quarter. Xiaomi has stood out as the fastest growing manufacturer among the top five, earning third place for both the quarter and the full year.
The rise of Xiaomi and other Chinese brands has not been limited to China or Asia alone, but has also affected markets such asEurope andAfrica. By offering devices with an unbeatable quality-price ratio, these manufacturers have attracted a growing number of consumers, positioning themselves as competitive alternatives to the best-known brands.

Xiaomi's winning strategy has been based on a combination of innovation, eye-catching design and affordable prices. The company has been able to perfectly interpret consumer needs, offering smartphones that combine high performance with a low cost. In addition, it has invested in a widespread distribution network and targeted marketing campaigns, which have helped strengthen its brand image.
Faced with the advance of Chinese brands, Apple and Samsung have seen their market shares shrink and shipments in 2024. This decline is mainly attributable to the erosion of their dominance in the medium-low end of the market, where Chinese manufacturers have been able to offer cheaper and equally valid alternatives.
The overtaking of Xiaomi and Chinese brands represents a turning point for the smartphone sector. This change in the balance of power opens up new scenarios and poses significant challenges for all players in the market.
For Apple and Samsung, the future looks uphill. If they fail to significantly differentiate themselves and offer a more competitive price-quality ratio, they risk seeing their leadership further eroded. At the same time, Xiaomi and other Chinese brands seem to have all the credentials to consolidate their influence on a global scale, strong in a winning strategy based on innovation, accessibility and attention to consumer needs.