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Xiaomi grabbed the second spot in terms of smartphone sales globally in August 2024 overtaking Apple, according to research firm Counterpoint Research. This is the first time the brand has reached this spot since August 2021, despite sales remaining flat month-on-month, compared to Apple’s seasonal decline during the same period. Counterpoint Research’s Smartphone 360 Monthly Tracker mentions Xiaomi as one of the fastest-growing smartphone brands this year.
The company outperformed the market in August, with growth driven by promotions in Latin America, offsetting seasonal declines in its key markets. "Xiaomi has adopted a leaner product strategy this year, focusing on creating one hero model per price band, rather than launching multiple devices in one segment," said Tarun Pathak, Research Director at Counterpoint Research. "It has also strengthened its sales and marketing focus while expanding into newer markets.
" Xiaomi's success has been particularly evident in the lower-priced segments, thanks to the popularity of its Redmi 13 and Note 13 series . These price-competitive 5G devices have helped Xiaomi gain market share across India, Latin America, Southeast Asia, and the Middle East and Africa. The feat is also attributed to Apple sales usually seeing a decline right before the launch of the latest iPhone series in September, making August one of the company’s weakest months.
Counterpoint Research believes that the launch of the iPhone 16 series could catapult the brand back to the second spot or higher if sales ramp up — which analysts believe might not necessarily happen. 2024 has been one of Xiaomi’s best in recent years. The Redmi 13C was on the list of the best-selling smartphones globally for Q2 2024, a list typically dominated by Samsung and Apple.
The brand was also India's top smartphone brand with a 23% increase in shipments in the same quarter..
