Earlier this year, Samsung Electronics launched the Galaxy S24 series with Galaxy AI, marking an important milestone in the company's history. This strategy seems to have helped Samsung Electronics reap many rewards as the company maintained its leading position in the global phone market for the second consecutive quarter.

According to a report published by market research firm IDC on July 15, Samsung Electronics' phone shipments in the second quarter were 53.9 million, accounting for 18.9% of the market. Meanwhile, Apple shipped 45.2 million phones in the same quarter, accounting for a 15.8% market share. The number of global phone shipments in the second quarter of this year reached 285.4 million, up 6.5% over the same period last year.

This success can be attributed to Samsung's early focus on AI as well as the launch of the Galaxy S24 series, which has won the hearts of many users. The company's focus on bringing advanced AI features to Galaxy devices helps differentiate its products from competitors, thereby promoting market share growth.

Apple – in an effort to protect its market share – has launched promotions in China to boost sales. This move has helped the company maintain its position in a harshly competitive market.

Following Samsung and Apple are Xiaomi with 14.8%, vivo with 9.1%, and OPPO with 9.0% market share. They continue to be important players, contributing to the overall growth of the global phone market.

The growth of 6.5% over the same period last year shows a good recovery of the market and increasing consumer demand. This trend is expected to continue as companies like Samsung and Apple innovate and adapt their strategies to meet changing consumer needs.