Global Smartphone Market Share: Quarterly - Counterpoint (2024)

• The global smartphone market declined by 9% YoY to reach 268 million units in Q2 2023.

• Samsung retained its position as the top smartphone player in Q2 2023, as Apple saw cyclical decline.

• Among the top five brands, Apple experienced the least YoY shipment decline. Among the top 10 brands, Tecno and Infinix, part of the Transsion Group, saw double digit annual growth.

• In terms of regional performance, Middle East and Africa (MEA) exhibited the only annual shipment growth while North America experienced the highest decline.

• The top 5 brands contributed to almost 80% of the total 5G shipments in Q2 2023.

• What’s the global market size for smartphones?
The global smartphone market shipments declined to reach 280.2 million units in Q1 2023.

• What is the global market for mobile phones?
The 2022 global smartphone shipments declined to 1.2 billion units, the lowest since 2013.

• Who dominates the smartphone market?
Apple dominated the smartphone market in 2022 by achieving its highest-ever global shipments, revenue and operating profit share.

• How fast is the smartphone market growing?
The global smartphone shipments declined by 12% in 2022.

The global smartphone market growth saw a decline of 7% YoY, shipping 328 million units in Q1 2022 caused by the ongoing component shortages, as well as COVID resurgence at the beginning of the quarter and the Russia-Ukraine war towards the end. The global smartphone market also, as expected, had a seasonal decline of 12% QoQ. The component supply crunch was felt more severely by major Chinese OEMs such as Xiaomi, OPPO* and vivo as compared with Samsung, which seems to have overcome component shortages that affected its supply last year, as evidenced by higher-than-expected growth in its shipments despite a late flagship launch.

Consequently, Samsung regained the top spot from Apple which had emerged as the biggest smartphone vendor globally in Q4 2021 thanks to its latest iPhone 13 series.

• Samsung regained the top spot, shipping 80.4 million units with 48% QoQ and 3% YoY growth with the highest ever shipment in the last three years.
• Realme shipment grew 132% QoQ, becoming the world’s fastest brand to hit 50 million shipments since inception.
• Xiaomi grew 75% QoQ contributing 13% in total smartphone shipment. Notably, this was also the first time when Xiaomi surpassed Apple to capture the third spot.
• The market share for BBK Group (OPPO, Vivo, Realme, and OnePlus) has increased from 20% in Q2 to 22% in Q3 2020. The group is close to becoming the largest smartphone manufacturer group globally with three of its brands in the top 10.

• The share of the top 10 brands reached 88% compared to 80% last year. Brands outside of the top 10 declined 55% YoY. The impact of COVID-19 was more severe on smaller brands that tend to have lower online presence and that tend to cater more to the entry-level segments.
• Huawei continued its push in China and surpassed Samsung to lead the global smartphone market. Huawei’s shipments declined only 3% YoY globally as it grew 11% YoY in China.
• Samsungdeclined 29% YoY as its core markets including LATAM, India, the USA and Europe were struggling from the effects of the pandemic and lockdowns.
• realmewas the only major brand achieving double-digit annual growth. realme grew 11% YoY in the quarter as several markets in Europe and India recovered in June. realme was also the fastest-growing brand in the quarter and was number 7th in terms of sales.
• Apple iPhone shipments grew 3% YoY and revenues grew 2% YoY. The company saw sustained momentum of the iPhone 11 and a great sales start of the iPhone SE. All regions saw revenue growth.

• The global smartphone market declined its fastest ever, down 13% YoY in Q1 2020.
• This is the first time since Q1 2014, that the smartphone market has fallen below 300Mn units in a quarter.
• The COVID-19 pandemic has disrupted the signs of any recovery that the market started showing in Q4 2019.
• Samsungled the smartphone market during the quarter capturing one-fifth of the global smartphone shipments. The OEM declined 18% YoY during the quarter and is expected to see a steeper decline in Q2 2020.
• Huawei continued its push in China and surpassed Apple again during the quarter. The OEM declined 17% YoY during the quarter. Over half of the smartphone shipments for Huawei are now in China.
• Apple remained resilient even during the COVID-19 as iPhone shipments declined only 5% YoY during the quarter. The iPhone revenues were down 7% YoY for the same period. The impact on some European and Asian countries was mild.
• Xiaomi grew 7% YoY during the quarter. The OEM continued to lead theIndiasmartphone market reaching its highest ever market share (30%) since Q1 2018.
• Compared to other major OEMs, Vivo declined less (10% YoY) during the quarter. A strong performance in the Indian Smartphone Market partially offset declines in other markets.

• Global mobile phone shipmentsreached 507 million units globally in Q4 2019 with a YoY decline of -1%.
• Global smartphone shipments reached 401 million units in Q4 2019 showing a 2% YoY growth as compared to Q4 2018.
• The top three brands,Samsung, Huawei and Apple, captured more than 50% of the smartphone market, with the rest of the market left for hundreds of other brands to compete fiercely.
• Samsung remained flat during 2019 Q4 while grew 2% YoY for CY 2019.Samsung has been oneof the leading players in 5G in 2019, shipping over 6.5 Million 5G capable devices in 2019.
• Apple iPhone shipments grew 10% YoY during the Q4 2019 even without a 5G variant.The iPhone 11 seriesreceived an excellent consumer response in all regions. The dual-camera and lower pricing of iPhone 11 helped propel sales.
• realme continued its growth streak and remained the fastest growing brand during the quarter (163% YoY) as well as the year (453% YoY). The brand entered the top five in the Indian market for the full year, which contributed to its strong growth.

• The top three brands, Samsung, Huawei and Apple, together cornered almost half of the smartphone market, with the rest of the market left for hundreds of other brands to compete fiercely.
• Samsungcontinued its growth at 8.4%YoY, capturing over one-fifth of the global smartphone market. This is due to strong Note 10 and Galaxy A series sales.
• Huaweigrew a very healthy 28.5% YoY globally. It captured a record 40% market share in the Chinese smartphone market.
• Apple iPhone shipments were down 4%,and as a result revenues fell 11% YoY.
• Realme remained the fastest-growing brand for the second time.
• BBK Group (OPPO, Vivo, Realme, and OnePlus) is close to becoming the largest smartphone manufacturer groupglobally, accounting for over 20% of the global smartphone market and three of its brands in the top 10.

• Samsung grew 7.1% YoY, capturing over one-fifth of the global smartphone market share.
• Huawei grew 4.6% YoY, but the US trade ban will its growth momentum, especially in the overseas market.
• Apple iPhone shipments fell 11%, and iPhone revenues fell 12% year-on-year.
• Realme entered the top 10 OEMs globally for the first time. It took Realme only a year to achieve this feat.

• Overall smartphone shipment declined 5% in Q1 2019, Sixth consecutive quarter of shipments falling.
• Samsungrecorded an increase in revenue asGalaxy S10 flagship smartphones did better than Galaxy S9at the time of launch.
• Apple iPhone shipments declined year-over-year for the second consecutive quarter.
• Xiaomi smartphone shipments declined annually as it faces tough competition in the China market.

• Q4 2018 smartphone shipments declines 7%; Fifth consecutive quarter of smartphone decline
• For Q4 2018,Huawei, OPPO and vivocontinue to dominate with strong performances in China, India, Asia and parts of Europe. The trio have multiple regions to enter and grow moving forward into 2019.
• SamsungandApplesaw a tough quarter and tough 2018 as demand for their flagship phones have waned due to competition from affordable premium and more cutting-edge phones from Chinese brands such as Huawei and OnePlus.
• Xiaomireached a record fourth position for the full year after two years of setbacks thanks to immense growth in India. It has surpassed OPPO globally to take back the fourth position.

• The top 10 players now capture 79% of the market leaving 600+ brands to compete for the remaining 21% of the market.
• iPhone helped Apple to record 3^rdquarter revenue even as shipments remain flat YoY.
• Samsung continued to lead the smartphone market with 19% market share in the quarter.

• Smartphone shipments declined 2% annually to 360 million units in Q2 2018.
• The top 10 brands accounted for 79% of the smartphone volumes in Q2 2018.
• Samsung led the smartphone market by volume with a market share of 20% in Q2 2018 even though it registered an annual decline of 11% due to weak sales of its flagship Galaxy S9 series smartphones.
• Huawei shipments grew 41% annually in Q2 2018. The company managed to be the fastest growing (21%) smartphone brand amid a declining China smartphone market and grew fully 71% overseas.
• Apple shipped 41.3 million iPhones during Q2 2018, up 1% compared to the same quarter last year. iPhone X remains the top seller for Apple during the quarter.

• Smartphone shipments declined 3% annually reaching 360 million units in Q1 2018.
• The China market decline in Q1 2018, affected the overall growth of some of the key Chinese brands including OPPO and vivo. Both saw a decline in the quarter as a result of the China market slowdown.
• Smartphone penetration fell to 76% of all the mobile phones shipped in the quarter. This was partly due to an increase in feature phone shipments by some key brands such as Nokia HMD and Reliance Jio who both saw YoY growth.
• Top 10 brands accounted for 76% of the smartphone volumes in Q1 2018.