Brand Battle in the Smartphone Market: How Market Leaders Are Shifting in Georgia

As of 2024, Samsung continues to hold the top position in Georgia’s mobile device market, but its dominance is gradually weakening. According to the latest report from the Communications Commission, Samsung’s market share now stands at 35.5%, reflecting a 1.8% decline compared to the previous year. The evolving market structure indicates that consumer preferences are becoming more diverse, and competition is intensifying.

Firmly in second place is Apple, which has seen its market share rise by 2.2 percentage points to reach 22%. This trend underscores the growing appeal of premium devices among Georgian consumers, as iPhones continue to gain traction and set new records for popularity.

Xiaomi, once a rapidly rising competitor in the Georgian market, has experienced a 0.9% drop in market share, now standing at 13.8%. This decline may be linked to fierce competition, the introduction of new models, or challenges with pricing strategies.

Huawei also continues to lose ground — its market share fell by 0.8 percentage points, leaving it at just 3.3%. This downward trend is tied to both global challenges facing the brand and a weakening local presence in the Georgian market.

In summary, while Samsung remains the market leader, the smartphone landscape in Georgia is undergoing a clear transformation. Apple is steadily expanding its share, while other players like Xiaomi and Huawei are struggling to maintain their positions. This dynamic shift reveals that Georgian consumers are becoming more selective and brand-aware, and the market is now as diverse and competitive as in leading global economies.