The Chinese colossus Xiaomi he earned the second place in the global ranking of actual smartphone sales in August 2024, surpassing Apple for the first time since 2021, according to data from Counterpoint Research. However, it should be remembered that at European level the brand has already achieved this goal few years ago.
Xiaomi Surpasses Apple: It's the Second-Largest Smartphone Maker in the World
The data refers to the volume of sales effective, that is, the actual number of units sold to end customers, and not simply those shipped to retailers. This distinction is fundamental to understanding the actual penetration of products in the market and consumer preferences.
Xiaomi has adopted a leaner product strategy, focusing on one flagship model for each price range, rather than launching multiple devices in a single segment. This marks a change of direction for the company, which previously, as you all remember, launched a myriad of models for each price range. Xiaomi has also revitalized its focus on sales and marketing, expanding into new markets and consolidating its position in existing ones.
In contrast, Apple has seen fluctuations in actual sales over the years, with the iPhone 16 series struggling to generate significant interest among consumers. This may be partly due to the lack of substantial innovations and the gap between consumer expectations and what Apple delivers.
Despite the challenges faced by Apple, Xiaomi has been one of the fastest growing brands in 2024, with seasonal declines in key markets offset by promotion-led growth in Latin America.
Tarun Pathak, Director of Research at Counterpoint, praised Xiaomi's strategy, highlighting the The company is also making progress in the premium segment with foldable and “Ultra” devices. The economic recovery in most of Xiaomi's key markets has boosted demand in the lower price ranges, where the company has a particularly strong hold, dominating the entry-level segment.
Xiaomi’s climb to second place in the global smartphone rankings demonstrates its ability to meet consumer needs in an ever-changing market. It will be interesting to see how Apple responds to this challenge and whether it can regain its leadership position in the near future.
