Samsung has surpassed Apple to regain its status as the world’s leading mobile phone manufacturer, according to recent figures released by market research firm IDC. Samsung now holds a 20.8% market share, ahead of Apple’s 17.3%. This change in ranking follows a nearly 10% drop in iPhone shipments, with Apple’s total falling from 55.4 million to 50.1 million units in the first quarter of 2024.

The global smartphone market itself has grown, experiencing a 7.8% increase in shipments compared to the previous year, culminating in a total of 289.4 million phones shipped in the first quarter of 2024. This growth is partly attributed to the strong performance of Chinese brands such as Xiaomi and Huawei, with Xiaomi claiming the third-largest market share at 14.1%, an increase of nearly 34%.

Challenges in the Chinese market have impacted sales for both Apple and Samsung, particularly influenced by local competition and regulatory changes, such as the ban on the workplace use of devices from foreign companies.

Samsung’s increased sales and market presence are largely due to its strategic focus on incorporating advanced AI features in its latest S24 models. Meanwhile, Apple is reported to be redirecting resources from an electric car project to enhance its AI capabilities, indicating a potential shift in its strategic focus to regain ground in the highly competitive smartphone market.

Industry experts, including IDC’s research director Nabila Popal, have noted a trend towards consumers preferring higher-priced devices and maintaining them for longer periods. These market dynamics highlight a robust and evolving competition among the leading tech giants. As the marketplace continues to change, both Samsung and Apple are expected to intensify their efforts to innovate and capture consumer interest.