Global Smartphone Shipments Share – Last Eight Years of Winners & Losers

Counterpoint Research Global Smartphone Shipment Share (Last 8 Years - Leaders Then & Now)

Source : Counterpoint Research Market Monitor

Brand 2013 2014 2015 2016 2017 2018 2019 2020
Samsung 30% 24% 22% 21% 20% 19% 20% 19%
Apple 15% 15% 16% 14% 14% 14% 13% 15%
Xiaomi 2% 5% 5% 4% 6% 8% 8% 11%
Huawei 5% 6% 7% 9% 10% 14% 11% 10%
OPPO 1% 2% 3% 6% 8% 8% 8% 8%
vivo 1% 1% 3% 5% 6% 7% 8% 8%
  • Global smartphone market declined nearly 10% in 2020 from the previous year due to the COVID-19-related lockdowns.
  • The most significant decline was seen in H1 2020, when the smartphone market fell by 18% compared to the same period in 2019.
  • While the smartphone market continued to decline in H2 2020, the decline was reduced to a relatively small 3%.
  • This was primarily due to the pent-up demand seen in Q3 2020 following the lifting of lockdowns in most geographies. This resulted in the QoQ decline in Q3 2020 being only 4% compared with 13% and 23% in Q1 2020 and Q2 2020 respectively.
  • Thanks to the holiday season demand and exceptional performance by Apple, Q4 2020 saw an even smaller decline compared to the same period in 2019.
  • Each of the regions mentioned below saw a decline in 2020, with LATAM falling the most at 20% and the MEA falling the least at about 7%.
  • Furthermore, each of these regions declined in each of the two halves of 2020 as well as each of the year’s four quarters with two exceptions – MEA grew by about 2% in Q3 2020 and Asia grew by about 4% in Q4 2020.