Global Smartphone Market Share: By Quarter

Data on this page is updated every quarter

This data represents the Global smartphone market share by quarter (from 2016-2018) by top OEMs. Global smartphone shipments by market share and millions of units is provided.

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Q2 2018 Highlights

  • 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.

Global Smartphone Market Share 2018 Q2

Source : Counterpoint Research Market Monitor

[Global Smartphone Share(%)]

Global Smartphone Shipments Market Share (%)2017Q22017Q32017Q42018Q12018Q2
Samsung22%21%18%22%20%
Huawei11%10%10%11%15%
Apple11%12%18%14%11%
Xiaomi6%7%7%8%9%
Oppo8%8%7%7%8%
vivo7%7%6%5%7%
LG4%3%3%3%3%
Others31%32%31%30%27%

[Global Smartphone Shipments (Millions of Units)]

Global Smartphone Shipments2017Q22017Q32017Q42018Q12018Q2
Samsung80.483.374.478.271.5
Huawei38.539.141.039.354.2
Apple41.046.777.352.241.3
Xiaomi23.128.531.028.132.0
Oppo30.532.530.724.229.6
vivo24.828.624.018.926.5
LG13.313.913.911.49.8
Others113.9126.3131.2108.098.4
*Ranking is according to latest quarter.

Q1 2018 Highlights

  • 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.

Global Smartphone Market Share 2018Source : Counterpoint Research Market Monitor

[Global Smartphone Share(%)]

Global Smartphone Shipments Market Share (%)2017Q12017Q22017Q32017Q42018Q1
Samsung22%22%21%18%22%
Apple14%11%12%18%15%
Huawei9%11%10%10%11%
Oppo7%8%8%7%7%
vivo6%7%7%6%5%
Xiaomi4%6%7%7%8%
LG4%4%4%3%3%
ZTE4%3%3%2%2%
Others31%28%29%29%28%

[Global Smartphone Shipments (Millions of Units)]

Global Smartphone Shipments2017Q12017Q22017Q32017Q42018Q1
Samsung80.080.483.374.478.2
Apple50.841.046.777.352.2
Huawei34.638.539.141.039.3
OPPO26.130.532.530.724.2
vivo22.824.828.624.018.9
Xiaomi13.423.128.531.028.1
LG14.813.313.913.911.4
ZTE13.312.29.89.47.1
Others115.4101.8116.5121.8100.6

Q4 2017 Highlights

  • Samsung led the smartphone market by volume with a market share of 20% in CY 2017. However, it lost the top spot to Apple in the fourth quarter of 2017.
  • Apple shipments declined 1% annually in Q4 2017, falling to 77.3 million units. However, the company became the number one smartphone brand during the quarter. Apple remained number two in CY 2017, capturing 14% market share.
  • Huawei shipments grew 10% during CY 2017 due to strong shipments in first half of 2017 in China and growth in markets beyond the mainland.
  • OPPO and Vivo were the fourth and fifth largest brands during the year, capturing market share of 8% and 6%, respectively. The aggressive expansion of these brands in markets outside mainland China will be the key to growth as the home market reaches saturation levels in 2018.
  • Xiaomi emerged as the fastest growing brand (+56%) in CY 2017, driven by strong sales in both China and India. Even as it posts strong performances in key markets, the brand is fast expanding and has now reached over 60 countries as compared to its presence in 40 countries just a quarter ago.
  • ZTE (include Nubia) and Alcatel continue to face tough competition in high growth markets which led to declining market share during the quarter.
  • Although smartphone market in mature markets is saturated but some of the emerging markets such as India, South Africa, Indonesia, Nigeria, Kenya are hot destinations for OEM’s which are moving beyond domestic boundaries in quest for expansion.

Global Smartphone Market Share 2017Source : Counterpoint Research Market Monitor

[Global Smartphone Share(%)]

Global Smartphone Shipments Market Share (%)2016Q12016Q22016Q32016Q42017Q12017Q22017Q32017Q4
Samsung23%22%20%18%22%22%21%18%
Apple15%11%12%18%14%11%12%18%
Huawei8%9%9%10%9%11%10%10%
Oppo4%6%7%7%7%8%8%7%
vivo4%5%6%5%6%7%7%6%
Xiaomi4%4%4%4%4%6%7%7%
LG4%4%4%3%4%4%4%3%
ZTE4%4%4%4%4%3%3%2%
Others34%35%35%31%31%28%29%29%

[Global Smartphone Shipments (Millions of Units)]

Global Smartphone Shipments2016Q12016Q22016Q32016Q42017Q12017Q22017Q32017Q4
Samsung79.277.176.078.080.080.483.374.4
Apple51.240.245.578.350.841.046.777.3
Huawei28.432.033.645.034.638.539.141.0
OPPO13.223.025.830.926.130.532.530.7
vivo12.516.521.723.622.824.828.624.0
Xiaomi14.514.515.517.013.423.128.531.0
LG13.513.913.514.114.813.313.913.9
ZTE13.015.315.416.413.312.29.89.4
Others114.9125.5133.6134.5115.4101.8116.5121.8