Apple has consistently maintained its leadership in the smartphone market, being the largest vendor in both 2023 and 2024. Its strength lies in its high-end positioning and the strong ecosystem around iOS. The exclusivity of iOS, combined with seamless UI/UX integration across Apple devices, has helped Apple not only sustain but grow its installed base. However, with increasing adoption of RCS messaging, Apple may face challenges in maintaining some of its ecosystem advantages, according to research from Canalys. How will all this influence global secondary market?
Android vendors push into high-end market
Android remains the dominant force in the mass market, achieving its highest shipment volume in 2024 since 2021. Despite this success, Android vendors continue to struggle with breaking into the premium segment. The open nature of the Android ecosystem makes differentiation difficult, and brands need to establish unique features to create exclusivity and overdeliver to consumers if they want to challenge Apple at the high end.
Huawei and HarmonyOS make a comeback
Huawei's resurgence has driven HarmonyOS to a 4% market share, marking a record number of HarmonyOS smartphones shipped in 2024. However, its reach remains limited, as the OS is primarily restricted to Huawei and French manufacturer Wiko, with sales concentrated in Thailand and Sri Lanka. Expanding beyond these markets remains a challenge, given the dominance of Apple and Android.
Geopolitical tensions could reshape the market
One of the biggest uncertainties in the smartphone industry is the impact of rising U.S.-China tensions. Trade restrictions could limit Google's influence in China or constrain Apple's position in the region, potentially creating an opening for HarmonyOS to expand. How the geopolitical landscape evolves could significantly shape the future competition between iOS, Android, and HarmonyOS.
What the secondary market can expect
The dynamics of the new smartphone market also influence the secondary market. In developed regions, premium smartphones—particularly Apple devices—dominate the used and refurbished sector, with Samsung as the main Android competitor. In emerging markets, Android remains the most widely adopted platform, while Huawei is expected to gain traction in the secondary market over time. Given that the average lifespan of a first-time smartphone user is around 3.5 years, it may take a few years before HarmonyOS devices enter the secondary market in significant numbers.
Market
Trade-in
Repair
Refurbishing
