Premium play leads Samsung to lose pole position in mobile market

South Korean smartphone maker Samsung’s strategy of focusing on premium mobile phones has led to a decline in its overall market share in 2024 in terms of the number of units sold, analysts said.

For two consecutive years, Samsung has prioritised selling high-end devices in a bid to compete with Apple. While this strategy has led to a rise in its revenues and profit margins, it has led to shrinking volume of shipments. This could be because premium phones cater to a smaller audience compared to mid-range or budget models, which sell in higher numbers, according to analysts.