Can Apple Overtake Samsung? iPhone Sales Hit Record-Breaking High in Q3
- Apple’s iPhone sales numbers are breaking records—Samsung might want to watch its back.
- iPhone sales hit an all-time high, and Apple is closer than ever to dominating the smartphone industry.
- Think Apple’s done for 2024? The holiday season hasn't even begun yet!
Apple is poised to announce its official Q3 2024 earnings at the end of this month, but early insights from research firm Canalys suggest the tech giant has plenty of reason to celebrate. According to the latest smartphone sales data, Apple just recorded its highest-ever third-quarter iPhone shipment volume, and came tantalizingly close to overtaking Samsung for the global lead.
Photo via Canalys // Worldwide smartphone shipments 2020 to 2024.
A Strong Q3 for Apple
Per Canalys, Apple achieved record-high Q3 iPhone sales, driven by the launch of the iPhone 16 series and ongoing demand for its legacy models. Analyst Runar Bjørhovde highlighted how close Apple is to securing the top spot:
Apple achieved its highest third-quarter volume to date and has never been closer to leading the global smartphone market in a Q3 than now.— Runar Bjørhovde
In a year where global smartphone shipments grew by 5% year-over-year, Apple managed to capture 18% of the market, matching Samsung, which also holds an 18% share. This marked a substantial shift from last year’s Q3, when Samsung led with a 21% share compared to Apple’s 17%. The narrowing gap between Samsung and Apple reflects Apple's continued strength in premium device sales, particularly in North America and Europe—regions where it has long held dominance.
The Role of the iPhone 16 and What's Next
Apple’s success in Q3 can be largely attributed to the iPhone 16 series, as well as continued sales of earlier models. The market’s shift towards premium devices, coupled with the refresh cycle for devices purchased during the pandemic, has also worked in Apple's favor. 
Photo via Enjoy Motel // Some shots of Apple's newest iPhone, specifically the iPhone 16 Pro.
This is especially evident in its stronghold regions of North America and Europe.
As Apple gears up for the holiday season, the company could be poised for an even bigger fourth quarter. The impending release of Apple Intelligence could further boost sales. If these products resonate with consumers, Apple may finally surpass Samsung in the global rankings by the end of the year.
A Competitive Landscape
While Apple’s iPhone success was the highlight of Q3, other smartphone manufacturers also made notable moves. Xiaomi maintained its position as the third-largest smartphone vendor with 14% market share, while OPPO climbed back into fourth place, capturing 9% of the market. Vivo rounded out the top five, posting strong double-digit growth and also securing 9% market share.
Analyst Le Xuan Chiew of Canalys commented on the increasingly competitive nature of the global smartphone market:
The gap between the top five vendors has narrowed, intensifying the competitive landscape.— Le Xuan Chiew
As the holiday season approaches, Chiew noted that companies are positioning themselves to attract consumers who may have delayed upgrading their devices in anticipation of deals during major shopping events like Black Friday.
Photo via Backlinko // iPhone vs. Android market share graph, 2009 to 2024.
Apple’s Path Forward
Looking ahead, Apple's Q4 and early 2025 are expected to remain strong. While the iPhone 16's initial reception has been modest, analysts believe it will contribute to Apple’s continued momentum, especially as Apple Intelligence expands into new markets.
"Apple’s improved product diversification has helped it lower lead times," Bjørhovde added. He expects that Apple Intelligence, with its support for more languages and wider availability, will further drive growth in the coming quarters.
Apple is scheduled to announce its fiscal Q4 2024 earnings on October 31, 2024, at 1:30 p.m. PT / 4:30 p.m. ET. A conference call with analysts will follow at 2:00 p.m. PT / 5:00 p.m. ET, where Apple will provide more business updates.
Key Q3 2024 Smartphone Market Figures:
| Company | Market Share (Q3 2024) | Market Share (Q3 2023) |
|---|---|---|
| Samsung | 18% | 21% |
| Apple | 18% | 17% |
| Xiaomi | 14% | N/A |
| OPPO | 9% | N/A |
| Vivo | 9% | N/A |
Apple’s Q3 performance marks its fourth consecutive quarter of growth, and with the upcoming holiday season, it’s primed to continue its upward trajectory. iPhone is the only model in this list runing a proprietary OS, all of the other phone brands use Google Android or a highly modified version of the operating system. The only notable exception from this is Huawei, not mentioned on this list due to international sanctions, but worth noting due to its attempts to create its own operating system called HarmonyOS.
Apple Scoop's Take: With record-high third-quarter iPhone shipments, Apple looks set for an impressive holiday quarter. Investors and analysts alike will be watching closely when Apple releases its official earnings on October 31.
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