Samsung’s latest flagship smartphone, the Galaxy S25 Ultra (Image courtesy of Samsung Electronics)
SEOUL, March 13 (Korea Bizwire) — Samsung Electronics saw its smartphone market share shrink in key domestic and international markets during the fourth quarter of 2024, according to a new report from market research firm Counterpoint Research.
In India, Samsung’s market share fell to 11%, dropping from third to fifth place compared to the same period in 2023. Historically maintaining a share between the mid-teens and 20%, this marks the first time the company’s presence has dipped into the low 10% range.
Even considering Samsung’s traditionally weaker sales in the fourth quarter due to a lack of new product launches, the decline was significant, with shipments decreasing by 37% year-over-year.
Analysts attribute this drop to the growing presence of Chinese smartphone brands and Apple’s expanding investment in the Indian market. Despite the decline, industry experts suggest that Samsung likely maintained its average selling price (ASP) due to its premium-focused strategy.
Apple, for the first time, entered the top five in India’s smartphone market, while Vivo led with a 21% share, followed by Xiaomi in second place.
In response to its market challenges, Samsung has been increasing its focus on India. TM Roh, head of Samsung’s Mobile eXperience (MX) division, visited India earlier this month after attending the Mobile World Congress 2025 (MWC 2025) to inspect local production facilities and assess market strategies.
The U.S. market also saw a decline in Samsung’s smartphone shipments during the fourth quarter of 2024. While Samsung retained its position as the second-largest smartphone brand behind Apple, its shipments fell by 4% compared to the same quarter in 2023.
Counterpoint Research attributes this decline to weakening demand for premium devices. Apple also saw a 5% drop in shipments due to underwhelming sales of the iPhone 16 series.
Samsung’s dominance in its home market of South Korea also weakened. The company’s market share fell from 64% in Q4 2023 to 60% in Q4 2024, reflecting a broader slowdown in smartphone sales. Counterpoint Research cited growing economic uncertainty in South Korea, which led to a 9% decline in overall smartphone sales.
Looking ahead, the firm predicted that economic and political uncertainties would continue to impact the Korean market in 2025. “Beyond replacement demand, the market lacks new growth drivers,” the report stated.
As for Xiaomi’s potential expansion into South Korea, analysts believe the Chinese brand will face challenges in gaining market share, given that its primary price range overlaps with Samsung’s Galaxy A series.
Kevin Lee (kevinlee@koreabizwire.com)
