Xiaomi beats Apple with second best sell-through market share in August

Market research firm Counterpoint Research published the latest global smartphone sell-through volume analysis. Per the firm's data, Xiaomi managed to beat Apple last month in terms of monthly sell-through volumes. This has also made the Chinese smartphone brand capture the second spot for the first time in three years.

Interestingly, Xiaomi didn't secure the second spot in August due to a significant growth in smartphone sell-through volumes. Instead, Counterpoint Research's data shows a relatively flat month-on-month (MoM) growth this year, and the brand could attain this spot due to Apple's seasonal decline (pre-order the iPhone 16 Pro from Best Buy).

As for the brand that's currently in the first spot, it's Samsung. The South Korean brand has a noticeable lead over Xiaomi and Apple. But now that the Cupertino giant has launched the new iPhone 16 series, the difference between Apple and Samsung should narrow down this month or next.

Getting back to Xiaomi's monthly sell-through market share, Counterpoint Research notes that the company is enjoying strong growth compared to last year. The market research firm points to the weak 2022 and H1 2023 performance, which has made Xiaomi alter its sales, product, and channel strategies.

This change appears to have worked in Xiaomi's favor, and the Chinese smartphone brand is now reaping the benefits. Xiaomi is also expanding into newer markets, and it's not just the entry-to-mid-tier devices that are contributing to this growth. As Research Director Tarun Pathak says, the company's premium segment and foldable smartphones are also making it gain the attention it needs.

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