The smartphone market ended 2024 on a positive note, seeing a 2.4% growth in shipments during Q4. A total of 331.7 million units were shipped in this period, a sign of resilience in a competitive industry. Apple and Samsung maintained their positions as market leaders, though both saw a slight decline in shipments compared to the previous year. Xiaomi, however, made significant strides, closing the gap to Samsung with impressive growth.
Looking to the future, the smartphone industry is shifting focus from foldable phones to the integration of artificial intelligence (AI). Consumer interest in foldables has plateaued, with more companies prioritising advancements in AI, particularly in higher-end devices. This shift reflects global trends that will likely influence local markets, including South Africa, as consumers increasingly look for devices with smarter, AI-driven features.
For South Africa, the trends seen globally are very much in play. While Apple and Samsung remain the dominant players, brands like Xiaomi, Vivo, and Transsion are gaining traction, particularly in areas where affordability is a key concern. As local consumers become more discerning, the demand for smartphones with advanced AI capabilities, at affordable price points, will likely rise. The market is evolving, and it’s clear that brands offering a balance of innovation and affordability will lead the charge.
As the smartphone market continues to grow, both globally and in South Africa, it’s clear that competition is intensifying. While established brands like Apple and Samsung will remain at the top, the increasing influence of Xiaomi, Vivo, and Transsion in the budget-friendly segment presents both challenges and opportunities. Local consumers will drive this shift, demanding more for less, while also embracing the technological advances that AI will bring to their devices. In conclusion, the South African smartphone market is set for continued growth, with companies that adapt to local needs and global trends likely to emerge as winners.