Thailand's 5G smartphone shipment share exceeds 50% for first time in Q1 2024 – Counterpoint Research

Apple's robust marketing strategy, coupled with ongoing discounts on iPhones, resulted in a double-digit YoY percentage growth in Q1 2024. The demand for the iPhone 15 continued to grow in Thailand, with the model accounting for 31% of Apple’s portfolio in Q1 2024, nearly double that of its predecessor, the iPhone 14.

Xiaomi, which opted for a broader portfolio approach, witnessed strong performance across the low-, mid- and high-end price segments. However, the mid-price ($200-$399) segment stood out as the key differentiator, as shipments surged 157% YoY in the price band following the launch of the Redmi Note 13 and M6 Pro series. Meanwhile, the low-end category gained significant traction with the Redmi 13C.

Samsung led the smartphone market in Q1 2024 with an 18% share, despite a 15% YoY decline in shipments. Samsung suffered significant losses primarily in the low-end segment (<$200) due to stiff competition from Chinese brands. Samsung has been focusing on the mid-range ($200-$399) price segment, where its shipments rose 56% YoY largely driven by the Galaxy A15 5G, Galaxy A25 and Galaxy A34.