Xiaomi surpasses Apple to become the world's second largest smartphone vendor
Xiaomi’s rise signals a shift in consumer preferences toward affordability and value.
Xiaomi has reclaimed the second spot in global smartphone sell-through volume, surpassing tech giant Apple, as it gains momentum in the highly competitive market.
This achievement is particularly notable as Xiaomi managed this feat despite flat month-on-month sales, taking advantage of Apple’s seasonal decline during the same period.
According to Counterpoint, this is the first time Xiaomi has overtaken Apple since 2021. Its 2021 rise came after initially benefiting from Huawei’s struggles, which allowed it to rapidly climb to the second spot in global rankings at the time. However, Apple quickly reclaimed its dominance—until now.
Techloy
A crucial factor in Xiaomi’s resurgence is the economic recovery seen in many of its primary markets, driving demand for lower-priced smartphones. Xiaomi's marketing strategies leveraging seasonal trends and promotional events were also key to its success, which helped mitigate declines in other areas.
This is especially true in regions like Latin America, where the brand’s aggressive marketing approach and affordability paid off handsomely. Southeast Asia, the Middle East, and Africa also proved to be major strongholds for Xiaomi, further reinforcing its presence in these key regions.
Emmanuel Oyedeji
This growth was particularly prominent in the sub-$200 price range, especially after the successful launch of its budget-friendly 5G devices, the Redmi 13 and Note 13 series.
However, while Xiaomi’s aggressive growth is the main driver behind its rise, Apple’s own seasonal slide has also played a role. Apple's sell-through volume has fluctuated in recent months, partially due to a narrower product range and mixed reception to its latest iPhone 16 series. Recent reports suggest that the iPhone 16 may struggle to match the sales of last year’s models, raising questions about the consumer appeal of Apple’s newest offerings.
Louis Eriakha
Xiaomi’s rise signals a shift in consumer preferences toward affordability and value, while Apple’s challenges highlight the competitive pressure even premium brands face.
Moreover, as smartphone technology continues to evolve, with innovations like foldable devices and AI-powered features becoming more commonplace, competition between the top brands is fiercer than ever.
Looking ahead, analysts predict that Apple’s fortunes may soon change. The upcoming full launch of the iPhone 16 series in September is expected to propel the company back into the #2 or even #1 spot as sales ramp up. However, Xiaomi’s current momentum is a reminder that the landscape of the smartphone market is shifting, and the battle for consumer attention is far from over.
