Global Smartphone Market Share: By Quarter

Counterpoint Global Smartphone Market Share Q1 2019 - Q2 2020Source: MOBILE DEVICES MONITOR – Q2 2020 (Vendor Region Countries)

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Global Smartphone Quarterly Market Data (2018Q1 – 2020Q2)

Global Smartphone Shipments Market Share (%)
Brands 2018
Q1
2018
Q2
2018
Q3
2018
Q4
2019
Q1
2019
Q2
2019
Q3
2019
Q4
2020
Q1
2020
Q2
Huawei# 11% 15% 14% 15% 17% 16% 18% 14% 17% 20%
Samsung 22% 19% 19% 18% 21% 21% 21% 18% 20% 20%
Apple 14% 11% 12% 17% 12% 10% 12% 18% 14% 14%
Xiaomi 8% 9% 9% 6% 8% 9% 8% 8% 10% 10%
Oppo 7% 8% 9% 8% 8% 9% 9% 8% 8% 9%
vivo 5% 7% 8% 7% 7% 8% 8% 8% 7% 8%
Lenovo## 2% 2% 3% 3% 3% 3% 3% 3% 2% 3%
Others 31% 29% 26% 26% 24% 24% 21% 23% 22% 16%

 

Global Smartphone Shipments (In Millions)
Brands 2018
Q1
2018
Q2
2018
Q3
2018
Q4
2019
Q1
2019
Q2
2019
Q3
2019
Q4
2020
Q1
2020
Q2
Huawei# 39.3 54.2 52.0 59.7 59.1 56.6 66.8 56.2 49.0 54.8
Samsung 78.2 71.5 72.3 69.8 72.0 76.3 78.2 70.4 58.6 54.2
Apple 52.2 41.3 46.9 65.9 42.0 36.5 44.8 72.3 40.0 37.5
Xiaomi 28.1 32.0 33.3 25.6 27.8 32.3 31.7 32.9 29.7 26.5
Oppo 24.2 29.6 33.9 31.3 25.7 30.6 32.3 31.4 22.3 24.5
vivo 18.9 26.5 30.5 26.5 23.9 27.0 31.3 31.5 21.6 22.5
Lenovo## 8.6 9.0 11.0 10.1 9.5 9.5 10.0 11.7 5.9 7.5
Others 113.1 104.3 99.9 105.7 81.0 88.2 84.9 94.7 67.9 48.6

*Ranking is according to the latest quarter.
#Huawei includes HONOR.
##Lenovo includes Motorola.

Highlights:

  • 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.
  • Samsung declined 29% YoY as its core markets including LATAM, India, the USA and Europe were struggling from the effects of the pandemic and lockdowns.
  • realme was 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.

For our detailed research on the global smartphone market in Q2 2020, click here.

The global smartphone market share numbers are from:

              

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*Data on this page is updated every quarter

This data represents the Global smartphone market share by quarter (from 2018-2020) by top OEMs. Global smartphone shipments by market share and millions of units are provided.

For detailed insights on the data, please reach out to us at sales(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.


Q1 2020 Highlights

  • 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.
  • Samsung led 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 the India smartphone 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.

Counterpoint Global Smartphone Shipments Market Share Q1 2020

Global Smartphone Shipments Market Share (%)
Brands 2018 Q1 2018 Q2 2018 Q3 2018 Q4 2019 Q1 2019 Q2 2019 Q3 2019 Q4 2020 Q1
Samsung 22% 19% 19% 18% 21% 21% 21% 18% 20%
Huawei 11% 15% 14% 15% 17% 16% 18% 14% 17%
Apple 14% 11% 12% 17% 12% 10% 12% 18% 14%
Xiaomi 8% 9% 9% 6% 8% 9% 8% 8% 10%
Oppo 7% 8% 9% 8% 8% 9% 9% 8% 8%
vivo 5% 7% 8% 7% 7% 8% 8% 8% 7%
Realme 0% 0% 0% 0% 1% 1% 3% 2% 2%
Others 33% 31% 29% 29% 26% 26% 21% 24% 22%

 

Global Smartphone Shipments (In Millions)
Brands 2018 Q1 2018 Q2 2018 Q3 2018 Q4 2019 Q1 2019 Q2 2019 Q3 2019 Q4 2020 Q1
Samsung 78.2 71.5 72.3 69.8 72.0 76.3 78.2 70.4 58.6
Huawei 39.3 54.2 52.0 59.7 59.1 56.6 66.8 56.2 49.0
Apple 52.2 41.3 46.9 65.9 42.0 36.5 44.8 72.3 40.0
Xiaomi 28.1 32.0 33.3 25.6 27.8 32.3 31.7 32.9 29.7
Oppo 24.2 29.6 33.9 31.3 25.7 30.6 32.3 31.4 22.3
vivo 18.9 26.5 30.5 26.5 23.9 27.0 31.3 31.5 21.6
Realme  –  –  – 2.8 5.0 10.2 7.8 7.2
Others 121.8 113.3 110.9 115.8 87.7 92.8 84.7 98.6 66.6

*Ranking is according to latest quarter.
#Huawei includes HONOR.

Q4 2019 Highlights

  • Global mobile phone shipments reached 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 one of 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 series received 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.

Global Smartphone Market Share 2018Q1-2019Q4Source: Market Monitor Q4 2019

Global Smartphone Shipments Market Share (%)
Brands 2018 Q1 2018 Q2 2018 Q3 2018 Q4 2019 Q1 2019 Q2 2019 Q3 2019 Q4
Apple 14% 11% 12% 17% 12% 10% 12% 18%
Samsung 22% 19% 19% 18% 21% 21% 21% 18%
Huawei# 11% 15% 14% 15% 17% 16% 18% 14%
Xiaomi 8% 9% 9% 6% 8% 9% 8% 8%
vivo 5% 7% 8% 7% 7% 8% 8% 8%
Oppo 7% 8% 9% 8% 8% 9% 9% 8%
Lenovo Group 2% 2% 3% 3% 3% 3% 3% 3%
Others 31% 29% 26% 26% 24% 24% 21% 23%

 

Global Smartphone Shipments (in Millions)
Brands 2018 Q1 2018 Q2 2018 Q3 2018 Q4 2019 Q1 2019 Q2 2019 Q3 2019 Q4
Apple 52.2 41.3 46.9 65.9 42.0 36.5 44.8 72.3
Samsung 78.2 71.5 72.3 69.8 72.0 76.3 78.2 70.4
Huawei# 39.3 54.2 52.0 59.7 59.1 56.6 66.8 56.2
Xiaomi 28.1 32.0 33.3 25.6 27.8 32.3 31.7 32.9
vivo 18.9 26.5 30.5 26.5 23.9 27.0 31.3 31.5
Oppo 24.2 29.6 33.9 31.3 25.7 30.6 32.3 31.4
Lenovo Group 8.6 9.0 11.0 10.1 9.5 9.5 10.0 11.7
Others 113.1 104.3 99.9 105.7 81.0 88.2 84.9 94.7

*Ranking is according to latest quarter.

 


 Q3 2019 Highlights

  • 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.
  • Samsung continued 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.
  • Huawei grew 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 group globally, accounting for over 20% of the global smartphone market and three of its brands in the top 10.

Counterpoint Global Smartphone Market Share Q3 2019

Source: MOBILE DEVICES MONITOR – Q3 2019 (Vendor Region Countries)

[Global Smartphone Share(%)]

Global Smartphone Shipments Market Share (%) 2018

Q3

2018

Q4

2019

Q1

2019

Q2

2019

Q3

Samsung 19% 18% 21% 21% 21%
Huawei# 14% 15% 17% 16% 18%
Apple 12% 17% 12% 10% 12%
Oppo 9% 8% 8% 9% 9%
Xiaomi 9% 6% 8% 9% 8%
vivo 8% 7% 7% 8% 8%
Realme 0% 1% 1% 1% 3%
Others 29% 28% 26% 26% 21%

[Global Smartphone Shipments (Millions of Units)]

Global Smartphone Shipments 2018Q3 2018Q4 2019Q1 2019Q2 2019Q3
Samsung 72.3 69.8 72.0 76.3 78.2
Huawei# 52.0 59.7 59.1 56.6 66.8
Apple 46.9 65.9 42.0 36.5 44.8
Oppo 33.9 31.3 25.7 30.6 32.3
Xiaomi 33.3 25.6 27.8 32.3 31.7
vivo 30.5 26.5 23.9 27.0 31.3
Realme 1.2 3.3 2.8 5.0 10.2
Others 109.7 112.6 87.7 92.8 84.7
#Huawei includes HONOR.
*Ranking is according to latest quarter.

Click here to read the about global smartphone market in Q3 2019.

Q2 2019 Highlights

  • 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.

Global Smartphone Market Share Q2 2019

Source: Counterpoint Research Market Monitor

[Global Smartphone Share(%)]

Global Smartphone Shipments Market Share (%) 2018

Q2

2018

Q3

2018

Q4

2019

Q1

2019

Q2

Samsung 20% 19% 18% 21% 21%
Huawei# 15% 14% 15% 17% 16%
Apple 11% 12% 17% 12% 10%
Xiaomi 9% 9% 6% 8% 9%
Oppo 8% 9% 8% 8% 9%
vivo 7% 8% 7% 7% 8%
Lenovo** 2% 3% 3% 3% 3%
Others 31% 28% 26% 24% 24%

[Global Smartphone Shipments (Millions of Units)]

Global Smartphone Shipments 2018

Q2

2018

Q3

2018

Q4

2019

Q1

2019

Q2

Samsung 71.5 72.3 69.8 72.0 76.3
Huawei# 54.2 52.0 59.7 59.1 56.6
Apple 41.3 46.9 65.9 42.0 36.5
Xiaomi 32.0 33.3 25.6 27.8 32.3
Oppo 29.6 33.9 31.3 25.7 30.6
vivo 26.5 30.5 26.5 23.9 27.0
Lenovo** 9.0 11.0 10.1 9.5 9.5
Others 100.2 99.9 105.7 81.0 85.2
#Huawei includes HONOR.
**Lenovo includes Motorola.
*Ranking is according to latest quarter.

Q1 2019 Highlights

  • Overall smartphone shipment declined 5% in Q1 2019, Sixth consecutive quarter of shipments falling.
  • Samsung recorded an increase in revenue as Galaxy S10 flagship smartphones did better than Galaxy S9 at 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.

Global Smartphone Market Share Q1 2019

Source: Counterpoint Research Market Monitor

[Global Smartphone Share(%)]

Global Smartphone Shipments Market Share (%) 2018

Q1

2018

Q2

2018

Q3

2018

Q4

2019

Q1

Samsung 22% 20% 19% 18% 21%
Huawei# 11% 15% 14% 15% 17%
Apple 14% 11% 12% 17% 12%
Xiaomi 8% 9% 9% 6% 8%
Oppo 7% 8% 9% 8% 8%
vivo 5% 7% 8% 7% 7%
Motorola 2% 2% 3% 2% 3%
Others 31% 31% 28% 27% 24%

[Global Smartphone Shipments (Millions of Units)]

Global Smartphone Shipments 2018

Q1

2018

Q2

2018

Q3

2018

Q4

2019

Q1

Samsung 78.2 71.5 72.3 69.8 72.0
Huawei# 39.3 54.2 52.0 59.7 59.1
Apple 52.2 41.3 46.9 65.9 42.0
Xiaomi 28.1 32.0 33.3 25.6 27.8
Oppo 24.2 29.6 33.9 31.3 25.7
vivo 18.9 26.5 30.5 26.5 23.9
Motorola 7.6 8.3 10.6 9.5 8.9
Others 113.1 100.9 100.4 106.4 81.6
#Huawei includes HONOR.
*Ranking is according to latest quarter.

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.

Global Smartphone Share(%) 2017 Q4 - 2018 Q4Source: Counterpoint Research Market Monitor

[Global Smartphone Share(%)]

Global Smartphone Shipments Market Share (%) 2017

Q4

2018

Q1

2018

Q2

2018

Q3

2018

Q4

Samsung 18% 22% 20% 19% 18%
Apple 18% 14% 11% 12% 17%
Huawei 10% 11% 15% 14% 15%
Oppo 7% 7% 8% 9% 8%
vivo 6% 5% 7% 8% 7%
Xiaomi 7% 8% 9% 9% 6%
Motorola 3% 2% 2% 3% 2%
Others 31% 31% 28% 26% 27%

[Global Smartphone Shipments (Millions of Units)]

Global Smartphone Shipments 2017

Q4

2018

Q1

2018

Q2

2018

Q3

2018

Q4

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
vivo 24.0 18.9 26.5 30.5 26.5
Xiaomi 31.0 28.1 32.0 33.3 25.6
Motorola 10.9 7.6 8.3 10.6 9.5
Others 134.8 113.1 100.9 100.4 106.4
*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 (%) 2017

Q3

2017

Q4

2018

Q1

2018

Q2

2018

Q3

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.

Global Smartphone Market Share Q2 2018Source: Counterpoint Research Market Monitor

[Global Smartphone Share(%)]

Global Smartphone Shipments Market Share (%) 2017

Q2

2017

Q3

2017

Q4

2018

Q1

2018

Q2

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 2017

Q2

2017

Q3

2017

Q4

2018

Q1

2018

Q2

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 (%) 2017

Q1

2017

Q2

2017

Q3

2017

Q4

2018

Q1

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 2017

Q1

2017

Q2

2017

Q3

2017

Q4

2018

Q1

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.