Global Smartphone Market Share: By Quarter
February 21, 2019
|In Data
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.
For detailed insights on the data, please reach out to us at contact(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.
Q4 2018 Highlights
- Q4 2018 smartphone shipments declines 7%; Fifth consecutive quarter of smartphone decline
- For Q4 2018, Huawei, OPPO and vivo continue 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.
- Samsung and Apple saw 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.
- Xiaomi reached 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.
Source: Counterpoint Research Market Monitor
[Global Smartphone Share(%)]
| Global Smartphone Shipments Market Share (%) | 2017Q4 | 2018Q1 | 2018Q2 | 2018Q3 | 2018Q4 |
| Samsung | 18% | 22% | 20% | 19% | 18% |
| Apple | 18% | 14% | 11% | 12% | 17% |
| Huawei | 10% | 11% | 15% | 14% | 15% |
| Oppo | 7% | 7% | 8% | 9% | 8% |
| Xiaomi | 7% | 8% | 9% | 9% | 7% |
| vivo | 6% | 5% | 7% | 8% | 7% |
| Motorola | 3% | 2% | 2% | 3% | 2% |
| Others | 31% | 31% | 28% | 26% | 26% |
[Global Smartphone Shipments (Millions of Units)]
| Global Smartphone Shipments Market Share (%) | 2017Q4 | 2018Q1 | 2018Q2 | 2018Q3 | 2018Q4 |
| Samsung | 74.4 | 78.2 | 71.5 | 72.3 | 69.8 |
| Apple | 77.3 | 52.2 | 41.3 | 46.9 | 65.9 |
| Huawei | 41.0 | 39.3 | 54.2 | 52.0 | 59.7 |
| Oppo | 30.7 | 24.2 | 29.6 | 33.9 | 31.3 |
| Xiaomi | 31.0 | 28.1 | 32.0 | 33.3 | 28.6 |
| vivo | 24.0 | 18.9 | 26.5 | 30.5 | 26.5 |
| Motorola | 10.9 | 7.6 | 8.3 | 10.6 | 9.5 |
| Others | 134.8 | 113.1 | 101.0 | 100.4 | 103.4 |
*Ranking is according to latest quarter.
Q3 2018 Highlights
- 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 3rd quarter revenue even as shipments remain flat YoY.
- Samsung continued to lead the smartphone market with 19% market share in the quarter.
Source: Counterpoint Research Market Monitor
[Global Smartphone Share(%)]
| Global Smartphone Shipments Market Share (%) | 2017Q3 | 2017Q4 | 2018Q1 | 2018Q2 | 2018Q3 |
| Samsung | 21% | 18% | 22% | 20% | 19% |
| Huawei | 10% | 10% | 11% | 15% | 14% |
| Apple | 12% | 18% | 14% | 11% | 12% |
| Oppo | 8% | 7% | 7% | 8% | 9% |
| Xiaomi | 7% | 7% | 8% | 9% | 9% |
| vivo | 7% | 6% | 5% | 7% | 8% |
| Motorola | 3% | 3% | 2% | 2% | 3% |
| Others | 32% | 31% | 31% | 28% | 26% |
[Global Smartphone Shipments (Millions of Units)]
| Global Smartphone Shipments | 2017 Q3 | 2017 Q4 | 2018 Q1 | 2018 Q2 | 2018 Q3 |
| Samsung | 83.3 | 74.4 | 78.2 | 71.5 | 72.3 |
| Huawei | 39.1 | 41.0 | 39.3 | 54.2 | 52.0 |
| Apple | 46.7 | 77.3 | 52.2 | 41.3 | 46.9 |
| Oppo | 32.5 | 30.7 | 24.2 | 29.6 | 33.9 |
| Xiaomi | 28.5 | 31.0 | 28.1 | 32.0 | 33.3 |
| vivo | 28.6 | 24.0 | 18.9 | 26.5 | 30.5 |
| Motorola | 12.5 | 10.9 | 7.6 | 8.3 | 10.6 |
| Others | 127.6 | 134.8 | 113.1 | 101.0 | 100.4 |
*Ranking is according to latest quarter.
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.
Source: Counterpoint Research Market Monitor
[Global Smartphone Share(%)]
| Global Smartphone Shipments Market Share (%) | 2017Q2 | 2017Q3 | 2017Q4 | 2018Q1 | 2018Q2 |
| Samsung | 22% | 21% | 18% | 22% | 20% |
| Huawei | 11% | 10% | 10% | 11% | 15% |
| Apple | 11% | 12% | 18% | 14% | 11% |
| Xiaomi | 6% | 7% | 7% | 8% | 9% |
| Oppo | 8% | 8% | 7% | 7% | 8% |
| vivo | 7% | 7% | 6% | 5% | 7% |
| LG | 4% | 3% | 3% | 3% | 3% |
| Others | 31% | 32% | 31% | 30% | 27% |
[Global Smartphone Shipments (Millions of Units)]
| Global Smartphone Shipments | 2017Q2 | 2017Q3 | 2017Q4 | 2018Q1 | 2018Q2 |
| Samsung | 80.4 | 83.3 | 74.4 | 78.2 | 71.5 |
| Huawei | 38.5 | 39.1 | 41.0 | 39.3 | 54.2 |
| Apple | 41.0 | 46.7 | 77.3 | 52.2 | 41.3 |
| Xiaomi | 23.1 | 28.5 | 31.0 | 28.1 | 32.0 |
| Oppo | 30.5 | 32.5 | 30.7 | 24.2 | 29.6 |
| vivo | 24.8 | 28.6 | 24.0 | 18.9 | 26.5 |
| LG | 13.3 | 13.9 | 13.9 | 11.4 | 9.8 |
| Others | 113.9 | 126.3 | 131.8 | 109.3 | 99.5 |
*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.
Source: Counterpoint Research Market Monitor
[Global Smartphone Share(%)]
| Global Smartphone Shipments Market Share (%) | 2017Q1 | 2017Q2 | 2017Q3 | 2017Q4 | 2018Q1 |
| Samsung | 22% | 22% | 21% | 18% | 22% |
| Apple | 14% | 11% | 12% | 18% | 14% |
| Huawei | 9% | 11% | 10% | 10% | 11% |
| Xiaomi | 4% | 6% | 7% | 7% | 8% |
| Oppo | 7% | 8% | 8% | 7% | 7% |
| vivo | 6% | 7% | 7% | 6% | 5% |
| LG | 4% | 4% | 3% | 3% | 3% |
| ZTE | 4% | 3% | 2% | 2% | 2% |
| Others | 30% | 28% | 30% | 29% | 28% |
[Global Smartphone Shipments (Millions of Units)]
| Global Smartphone Shipments | 2017Q1 | 2017Q2 | 2017Q3 | 2017Q4 | 2018Q1 |
| Samsung | 80.0 | 80.4 | 83.3 | 74.4 | 78.2 |
| Apple | 50.8 | 41.0 | 46.7 | 77.3 | 52.2 |
| Huawei | 34.6 | 38.5 | 39.1 | 41.0 | 39.3 |
| Xiaomi | 13.4 | 23.1 | 28.5 | 31.0 | 28.1 |
| Oppo | 26.1 | 30.5 | 32.5 | 30.7 | 24.2 |
| vivo | 22.8 | 24.8 | 28.6 | 24.0 | 18.9 |
| LG | 14.8 | 13.3 | 13.9 | 13.9 | 11.4 |
| ZTE | 13.3 | 12.2 | 9.8 | 9.4 | 7.1 |
| Others | 115.4 | 101.8 | 116.5 | 122.5 | 102.2 |
*Ranking is according to latest quarter.
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.
Source: Counterpoint Research Market Monitor
[Global Smartphone Share(%)]
| Global Smartphone Shipments Market Share (%) | 2016Q1 | 2016Q2 | 2016Q3 | 2016Q4 | 2017Q1 | 2017Q2 | 2017Q3 | 2017Q4 |
| Apple | 15% | 11% | 12% | 18% | 14% | 11% | 12% | 18% |
| Samsung | 23% | 22% | 20% | 18% | 22% | 22% | 21% | 18% |
| Huawei | 8% | 9% | 9% | 10% | 9% | 11% | 10% | 10% |
| Xiaomi | 4% | 4% | 4% | 4% | 4% | 6% | 7% | 7% |
| Oppo | 4% | 6% | 7% | 7% | 7% | 8% | 8% | 7% |
| vivo | 4% | 5% | 6% | 5% | 6% | 7% | 7% | 6% |
| LG | 4% | 4% | 4% | 3% | 4% | 4% | 3% | 3% |
| ZTE | 4% | 4% | 4% | 4% | 4% | 3% | 2% | 2% |
| Others | 34% | 35% | 34% | 31% | 30% | 28% | 30% | 29% |
[Global Smartphone Shipments (Millions of Units)]
| Global Smartphone Shipments | 2016Q1 | 2016Q2 | 2016Q3 | 2016Q4 | 2017Q1 | 2017Q2 | 2017Q3 | 2017Q4 |
| Apple | 51.2 | 40.2 | 45.5 | 78.3 | 50.8 | 41.0 | 46.7 | 77.3 |
| Samsung | 79.2 | 77.1 | 76.0 | 78.0 | 80.0 | 80.4 | 83.3 | 74.4 |
| Huawei | 28.4 | 32.0 | 33.6 | 45.0 | 34.6 | 38.5 | 39.1 | 41.0 |
| Xiaomi | 14.5 | 14.5 | 15.5 | 17.0 | 13.4 | 23.1 | 28.5 | 31.0 |
| Oppo | 13.2 | 23.0 | 25.8 | 30.9 | 26.1 | 30.5 | 32.5 | 30.7 |
| vivo | 12.5 | 16.5 | 21.7 | 23.6 | 22.8 | 24.8 | 28.6 | 24.0 |
| LG | 13.5 | 13.9 | 13.5 | 14.1 | 14.8 | 13.3 | 13.9 | 13.9 |
| ZTE | 13.0 | 15.3 | 15.4 | 16.4 | 13.3 | 12.2 | 9.8 | 9.4 |
| Others | 114.9 | 125.5 | 133.6 | 134.5 | 115.4 | 101.8 | 116.5 | 122.5 |
*Ranking is according to latest quarter.
