For the first time in three years, Xiaomi has outpaced Apple, according to Counterpoint Research’s recent global sell-through market share report. This marks a significant milestone for the Chinese smartphone giant, which is now occupying the second spot in the rankings.
Counterpoint Research’s latest data reveals that in August, Xiaomi edged out Apple in terms of monthly sell-through volumes. This achievement isn’t attributed to a massive surge in Xiaomi’s phone sales. Instead, it coincides with a typical seasonal decline for Apple, setting the stage for Xiaomi to capture the second position.
Samsung continues to hold the first spot, maintaining a substantial lead over both Xiaomi and Apple. However, with Apple’s recent launch of the iPhone 16 series, the landscape is anticipated to shift, potentially narrowing the gap between Apple and Samsung in the coming months.
Xiaomi’s current success is more than just a fortunate turn of events. The brand has shown promising growth compared to the previous year, thanks partly to revised sales, product, and channel strategies after a weaker performance in 2022 and the first half of 2023. These changes seem to be paying off, as Xiaomi expands its market presence beyond just entry-to-mid-tier devices. The company’s premium segment and innovative foldable smartphones are also catching consumers’ eyes, as noted by Research Director Tarun Pathak.
In conclusion, Xiaomi’s strategic adjustments and broadened market reach have enabled it to surpass Apple, marking a successful comeback. Keep an eye out as the competition heats up, especially with Apple’s latest iPhone launch possibly altering the market dynamics yet again.
