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US Smartphone Market Share: Quarterly

Access quarterly data and market insights showcasing the US smartphone market share, spanning from Q1 2018. 

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US Smartphone Shipments Market Data (Q3 2022 – Q4 2023)

Published Date: Feb 21, 2023

US-Smartphone-Shipments-Share-Q4-2023

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• US smartphone shipments declined YoY for the fifth straight quarter in Q4 2023 despite end-of-year holiday demand. Carriers continued to cite weak upgrade rates and long holding periods as reasons for the underperformance.
• Apple’s shipment share grew to 62% in Q4 as the OEM was less impacted by weak market dynamics due to the iPhone 15 launch in September.
• Samsung’s share declined YoY to 17%. It saw increased shipments due to the S24 launch in late January but low-end A-series shipments declined.
• Motorola’s share grew, partially due to some increases in premium devices, especially the RAZR 2023.
• Google’s share declined to 3% as Pixel sales were weaker YoY.
• In “others”, Nokia HMD continued to gain share due to a stronger channel presence in prepaid.

Click here to read about the US smartphone market in Q4 2023.

BrandsQ3 2022Q4 2022Q1 2023Q2 2023Q3 2023Q4 2023
Apple50%59%52%55%53%62%
Samsung24%19%27%23%25%17%
Motorola6%6%8%9%11%9%
Google4%5%2%3%3%3%
Others16%11%11%10%8%9%

*Lenovo includes Motorola.

**Ranking is according to the latest quarter.

Data on this page is updated every quarter

This data represents the global smartphone market share by quarter (from 2021-2023) 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.

The global smartphone market share numbers are from:

MOBILE DEVICES MONITOR – Q4 2023 (Vendor Region Countries)

Excel File

Published Date: November 2023

This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

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US Smartphone Shipments Market Data (Q2 2022 – Q3 2023)

Published Date: Nov 27, 2023

• US smartphone shipments declined YoY for the fourth straight quarter in Q3 2023 amid weak consumer demand.
• Google, Samsung and TCL were among the brands recording the steepest YoY declines, while Motorola and Nokia HMD managed growth amid a challenging market environment. Motorola increased its shipment share to 11% in Q3.
• Apple’s iPhone shipments declined 11% YoY, in part due to the later launch date of the iPhone 15 series compared to the iPhone 14 series. Its sales share dropped to 53% in Q3 from 55% in Q2.
• Weak upgrade rates at the carriers were the main source of weak smartphone shipments, signaling that consumers are opting to hold on to their devices for longer.

BrandsQ2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Apple48%50%57%52%55%53%
Samsung30%24%20%27%23%25%
Lenovo#9%6%6%8%9%11%
Google1%4%5%2%3%3%
Others12%16%12%11%10%8%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q1 2022 – Q2 2023)

Published Date: Aug 17, 2023

• US smartphone shipments declined 24% YoY. Low-end smartphone sale declines were the biggest contributing factor to the downturn.
• Samsung’s shares dropped to 23% as competition from other Android OEMs has increased in the prepaid segment, hurt Samsung’s performance.
• Apple was one of the few OEMs that did not see a shipments drop of double digits YoY. Older iPhone 11 and iPhone 12 devices are helping the OEM attract new customers.
• Google’s share rose to 3% due to the earlier launch of the Pixel 7a compared to its predecessor.
• Motorola grew to 9% share capitalizing on Samsung’s weakness, launching new devices including the G Stylus, G 5G and the new Razr+ in Q2.

BrandsQ1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023
Apple50%48%50%57%52%55%
Samsung24%30%24%20%27%23%
Lenovo#11%9%6%6%8%9%
Google2%1%4%5%2%3%
Others13%12%16%12%11%10%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q4 2021 – Q1 2023)

• US smartphone shipments declined 17% YoY in Q1 2023 due to inventory correction and weak consumer demand.
• Apple market share increased to 52% in Q1 2023 from 49% in Q1 2022 as it began aggressively selling iPhone 11 in prepaid channels.
• Samsung Galaxy S23 shipments were up double digits YoY while the Galaxy A14 5G performed exceptionally well in prepaid resulting in 27% share of shipments.
• Lenovo Group (Motorola) and TCL Group saw shipments decline in Q1 but their overall shipment share grew as OEMs like Nokia HMD and white-label devices saw even steeper declines.
• During Q1 2023, carriers reported very low upgrades. We expect the incumbent postpaid players to increase promotional activity during the second half of the year to combat cable MVNOs, which saw higher net additions than the Big 3 during the quarter, a first for the US smartphone market.

BrandsQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023
Apple60%49%45%50%57%52%
Samsung24%27%28%24%20%27%
Lenovo#9%10%9%6%6%8%
TCL2%3%7%4%3%2%
Google2%2%1%4%6%2%
Others4%9%10%12%9%8%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q3 2021 – Q4 2022)

US Smartphone Market Share (%)
BrandsQ3
2021		Q4
2021		Q1
2022		Q2
2022		Q3
2022		Q4
2022
Others9%8%13%12%16%12%
Google1%2%2%1%4%5%
Lenovo#9%12%11%9%6%6%
Samsung34%22%24%30%24%20%
Apple47%56%50%48%50%57%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q2 2021 – Q3 2022)

US Smartphone Market Share (%)
BrandsQ2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022
Apple53%47%56%50%48%50%
Samsung26%34%22%24%30%24%
Lenovo#12%9%12%11%9%6%
OnePlus2%3%2%2%1%1%
Others7%7%8%13%12%19%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q1 2021 – Q2 2022)

  • Smartphone shipments declined 10% QoQ as market demand contracted due to economic headwinds.
  • Apple declined 17% QoQ as iPhone 13 demand began to wane post iPhone launch season.
  • Samsung declined 7% QoQ but increased its overall market share to 24% as the demand for the S22 series and A13 5G models remained robust.
  • Lenovo (Motorola)'s market share declined slightly to 11%. Shipments declined as Motorola experienced inventory build-up.
US Smartphone Market Share (%)
BrandsQ1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022		Q2
2022
Apple55%53%47%56%50%48%
Samsung27%26%34%22%24%30%
Lenovo#5%12%9%12%11%9%
OnePlus1%2%3%2%2%1%
Others12%7%7%8%13%12%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q4 2020 – Q1 2022)

  • Smartphone shipments grew 12% YoY as supply chain dynamics improved and fell 16% QoQ due to regular seasonality in Q1 2022.
  • Apple grew 8% YoY due to strong demand for the iPhone 13 and channel-fill for the newly launched iPhone SE 2022.
  • Samsung declined 7% YoY despite a successful Galaxy S-series launch and solid low-end demand for its A-series devices.
  • Lenovo (Motorola) grew 127% YoY as it saw sales of its G-series models increase due to tax season promotions and deals.
US Smartphone Market Share (%)
BrandsQ4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022
Apple65%55%53%47%56%50%
Samsung16%27%26%34%22%24%
Lenovo#3%5%12%9%12%11%
OnePlus0%1%2%3%2%2%
Others16%12%7%7%8%13%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q3 2020 – Q4 2021)

  • Smartphone shipments grew 10% YoY and 30% QoQ in Q4 2021 as the new Apple iPhone 13 launched, filling channels with its latest premium devices for the holiday season.
  • In the premium segment, although Apple grew 67% QoQ due to the new launch, Samsung declined -11% QoQ as it could not replenish its S21 series fast enough which also resulted in a decline in market share, down to 22%.
  • Lenovo (Motorola) once again grew to 12% market share with the help of devices such as the Moto G Pure, which is the first major MediaTek device for the OEM in the US market.
US Smartphone Market Share (%)
BrandsQ3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021
Apple40%65%55%53%47%56%
Samsung30%16%27%26%34%22%
Lenovo#6%3%5%12%9%12%
OnePlus0%0%1%2%3%2%
Others24%16%12%7%7%8%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q2 2020 – Q3 2021)

  • Smartphone shipments grew 1% YoY and 6% QoQ in Q3 2021 despite supply constraints during the quarter.
  • Apple grew 19% YoY due to a strong launch for the iPhone 13 series. As a result of the launch, Apple’s market share jumped from 40% in Q3 2020 to 47% in Q3 2021.
  • Samsung shipment grew over 13% YoY and 38% QoQ driven by the resumption of regular operations at its Vietnam factories and the successful launch of its new foldable series
  • Motorola and OnePlus were big gainers in Q3, capitalizing on LG’s exit from the market.
US Smartphone Market Share (%)Q2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021
Apple46%40%65%55%53%47%
Samsung25%30%16%27%26%34%
Lenovo#7%6%3%5%12%9%
OnePlus0%0%0%1%2%3%
Others22%24%16%12%7%7%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q1 2020 – Q2 2021)

  • Smartphone shipments grew 21% YoY in Q2 2021 continuing the positive momentum from Q1. It is likely shipments and growth could have been higher in Q2, but industry wide shortages curtailed this.
  • Apple’s marketshare slightly lowered to 53%, although strong iPhone 12 demand remained. Overall Apple shipments grew 38% YoY. Some shortages of iPhone SE (2020) hindered prepaid growth.
  • Samsung’s share dropped to 26%, but it also had positive YoY growth at 26%. Shortages, especially for A-series devices somewhat stifled Samsung’s growth potential.
  • LG’s share drastically declined in Q2 2021, now at just 3%.
  • Motorola and OnePlus were big gainers in Q2, capitalizing on LG’s weakness, especially in prepaid channels.
US Smartphone Market Share (%)
Brands2020Q12020Q22020Q32020Q42021Q12021Q2
Apple46%46%40%65%55%53%
Samsung32%25%30%16%27%26%
Lenovo#4%7%6%3%6%12%
LG10%12%13%9%7%3%
Others8%10%11%7%5%6%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q4 2019 – Q1 2021)

  • Smartphone shipments grew 14% YoY in Q1 2021. Total market volumes were down QoQ, in-line with seasonal trends. Strong YoY growth came from higher than usual demand for premium devices.
  • Apple’s market share remained high at 55% from strong iPhone 12 demand. Supply issues in Q4 2020 pushed demand into Q1. This spiked sales for iPhone 12 devices, which also benefitted from strong postpaid promotions.
  • Samsung grew to 28% share through Samsung’s early launch of the Galaxy S21. Samsung launched its new Galaxy S21 in early February instead of March like in previous years. A-series devices also helped boost Samsung in prepaid channels.
  • LG announced in early April that they would be leaving the smartphone business. We expect this share to decline drastically in Q2 2021
US Smartphone Market Share (%)
Brands2019Q42020Q12020Q22020Q32020Q42021Q1
Apple49%46%46%40%65%55%
Samsung20%32%25%30%16%27%
LG9%10%12%13%9%7%
Lenovo#8%4%7%6%3%6%
Others14%8%10%11%7%5%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q3 2019 – Q4 2020)

  • The US smartphone market saw a 6% YoY decline in sales in Q4 2020 as COVID-19 continued to impact the economy.
  • QoQ growth was at 24% due to record high iPhone sales and a strong demand for Samsung Galaxy devices.
  • Apple grew 14% YoY despite a delayed iPhone 12 launch while Samsung gained 5% YoY.
  • Apple and Samsung were the only OEMs to see positive growth in the quarter, thanks to new launches and a strong demand for premium devices during the holiday season.
  • Despite the overall negative growth, there is good momentum going into 2021. Just as in Q3 2020, the market remained on the road to recovery in Q4.
US Smartphone Market Share (%)
Brands2019Q32019Q42020Q12020Q22020Q32020Q4
Apple42%49%46%46%40%65%
Samsung25%20%32%25%30%16%
LG12%9%10%12%13%9%
Alcatel8%8%4%7%7%3%
Others13%14%8%10%10%7%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q2 2019 – Q3 2020)

  • During the third quarter of 2020, US smartphone sell-in fell 6% year-over-year due to continued COVID-19 impacts and seasonal demand drop ahead of the holiday quarter.
  • However, in terms of quarter-on-quarter growth, the market had healthy recovery, increasing 27% QoQ.
  • While Apple sell-in dropped to 40% share of the market, the continued success of the iPhone 11 series and the iPhone SE 2020 helped Apple maintain its position as the market leader.
  • Samsung witnessed double-digit YoY growth as the A-series and the premium Galaxy Note 20 and Galaxy S20 series devices all performed well against other Android competition.
  • LG grew its shipment share slightly due to new launches, including the LG Velvet 5G, and strong demand for the LG K51 in both prepaid and postpaid channels.
USA Smartphone Market Share (%)
Brands

2019

Q2

2019

Q3

2019

Q4

2020

Q1

2020

Q2

2020

Q3

Apple41%42%49%46%46%40%
Samsung21%25%20%32%25%30%
LG13%12%9%10%12%13%
Lenovo#8%8%8%4%7%6%
Others17%13%14%8%10%11%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q1 2019 – Q2 2020)

  • During the second quarter of 2020, US smartphone sell-through fell 25% year-over-year.
  • Prepaid channels were hurt the most during the COVID-19 outbreak despite a higher percentage of stores remaining open compared to postpaid.
  • Postpaid channels declined 20%, a steep fall but one partly offset by an almost doubling of the percentage of devices sold online.
  • All OEMs were down in Q2 year-over-year. Due to lockdowns, the share of online sales grew to 31% from 14% last year.
  • However, because of a strong online presence, Samsung and Apple volumes fared better than the overall market aided by a higher percentage of online sales.
US Smartphone Market Share (%)
Brands2019 Q12019 Q22019 Q32019 Q42020 Q12020 Q2
Apple39%41%42%49%46%46%
Samsung28%21%25%20%32%25%
LG11%13%12%9%10%12%
Lenovo#8%8%8%8%4%7%
Others14%17%13%14%8%10%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q1 2019 – Q1 2020)

  • According to Counterpoint’s latest US Channel Share Tracker, Q1 2020 saw a 21% year-over-year (YoY) decline in US smartphone sales driven by store closures and stay-at-home orders in the latter part of the quarter.
  • Apple only declined 13% YoY, which is far better than the other tier one OEMs. Samsung declined 23% YoY.
  • The A-series continued to be a sales driver for the OEM as S20 series sales were off to a weak start due to COVID-19 shutdowns taking affect right as devices hit the market.
  • OnePlus did see growth in the quarter, their sales grew YoY from a small base. OnePlus continues to make inroads into US carrier markets, especially through their competitively priced 5G smartphone offerings.
US Smartphone Market Share (%)
Brands2019 Q12019 Q22019 Q32019 Q42020 Q1
Apple39%41%42%49%46%
Samsung28%21%25%20%32%
LG11%13%12%9%10%
Lenovo#8%8%8%8%4%
Others14%17%13%14%8%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q4 2018 – Q4 2019)

  • The US smartphone market declined 1% YoY due to weak upgrades and increase in the average holding periods, especially in the premium segment. Flagship sales have remained sluggish especially for Samsung and LG which faced tough competition from Apple.
  • Apple increased 7% YoY with the help of the new iPhone 11 series. The iPhone 11 was the best selling device for Apple during the quarter.
  • Samsung declined 8% YoY despite recent success of A series. There has been 5G sales, but not enough for OEM to stem the decline in sales year over year.
  • LG declined 24% YoY as flagship sales faltered. The LG V50 was one of the first 5G devices on the market, but is now facing a tough competition from Samsung Note 10 5G.
  • Among the “Others” OnePlus grew 182% YoY from a small base. The OEM has two 5G capable devices in carrier channels currently which has helped it grow.
US Smartphone Market Share (%)2018

 

Q4

2019

 

Q1

2019

 

Q2

2019

 

Q3

2019

 

Q4

Apple47%39%41%42%49%
Samsung22%28%21%25%20%
LG12%11%13%12%9%
Lenovo#6%8%8%8%8%
Others13%14%17%13%14%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q3 2018 – Q3 2019)

  • Smartphone volumes fell 2% YoY, from continued weakness of high-end premium Android devices. Mid-tier devices increased in sales but could not offset the premium decline.
  • Apple increased YoY with the help of the new iPhone 11 series. The iPhone 11 quickly became the flagship device of choice for budget conscious Apple fans. Apple continues to make headways with its services expansion, launching Apple TV+.
  • Samsung declines another quarter. The S10 series continues to see weakness in the premium line-up. The Note 10 shows promise and the Note 10 Plus 5G could become a strong 5G seller as carriers are experimenting with different monthly pricing configurations and financing options.
  • Among the “Others” Google Pixel grew 139% YoY as the Pixel 3a and 3a XL are overtaking sales of the Pixel 3. Google will look to the Pixel 4 in Q4 to help boost its premium device sales however early market response for the device seems lackluster.
US Smartphone Market Share (%)2018

 

Q3

2018

 

Q4

2019

 

Q1

2019

 

Q2

2019

 

Q3

Apple39%47%39%41%42%
Samsung25%22%28%21%25%
LG17%12%11%13%12%
Lenovo#8%6%8%8%8%
Others11%13%14%17%13%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q2 2018 – Q2 2019)

  • US sell through declined 1.5% year-over-year. The US premium market softened with holding periods continuing to increase.
  • We are seeing a shift away from premium devices as Apple showed a YoY increase through the continued success of the XR as its top seller.
  • Samsung declined as Galaxy S10 sales began to waver in Q2. Samsung had a solid launch of the Galaxy S10 series but is now seeing signs of weakness.
  • Most Apple and Samsung flagships now come with 6” displays and prepaid devices like the LG Stylo 4 and Motorola G7 series help boost mid and low-end sales.
US Smartphone Market Share (%)2018

 

Q2

2018

 

Q3

2018

 

Q4

2019

 

Q1

2019

 

Q2

Apple40%39%47%39%41%
Samsung25%25%22%28%21%
LG16%17%12%11%13%
Lenovo#5%8%6%8%8%
Other14%11%13%14%17%

#Lenovo includes Motorola.

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q1 2018 – Q1 2019)

  • The US smartphone market is a concentrated market with top 3 brands – Apple, Samsung and LG controlling 78% of the total shipments during the quarter. The market is saturating and replacement cycles are lengthening.
  • All the top three brands declined – Apple, Samsung, and LG. Motorola and Google were some of the notable gainers.
  • Apple is holding its market share (39%) in a declining US market, but volume mix is shifting to older devices.
US Smartphone Market Share (%)2018

 

Q1

2018

 

Q2

2018

 

Q3

2018

 

Q4

2019

 

Q1

Apple37%40%39%47%39%
Samsung26%25%25%22%28%
LG14%16%17%12%11%
Motorola4%5%8%6%8%
Other19%14%11%13%14%

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q4 2017 – Q4 2018)

  • The US market sold-through 10% fewer smartphones in the fourth quarter of 2018 than the same quarter in 2017.
  • Apple: Early adopters hit the stores in September and October to purchase the XS Max and XS. In November and December, the largest volumes moved to the XR.
  • Verizon was the largest channel for Apple in 4Q18.
  • The only gainers during 4Q18 were Alcatel, Motorola, and Samsung. Alcatel and Motorola grew from small bases.
  • Samsung was able to gain on the longevity of the Galaxy S9 and S9 Plus and a particularly strong November for the Note 9. J7 and J3 variants are strong within many prepaid channels.
US Smartphone Market Share (%)2017Q42018Q12018Q22018Q32018Q4
Apple44%37%40%39%47%
Samsung19%26%25%25%22%
LG14%14%16%17%12%
Motorola5%4%5%8%6%
Other18%19%14%11%13%

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q3 2017 – Q3 2018)

  • The USA smartphone market showed an annual decline of 7%.
  • Apple is still leading the US Smartphone market with a 39% share in Q3 2018.
  • Motorola showed a YoY growth of 54% in Q3 2018.
  • Top four brands contributed to about 90% of the total market share.
US Smartphone Market Share (%)2017Q32017Q42018Q12018Q22018Q3
Apple33%44%37%40%39%
Samsung23%19%26%25%25%
LG18%14%14%16%17%
Motorola5%5%4%5%8%
Others21%18%19%14%11%

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q2 2017 – Q2 2018)

  • The US smartphone market declined 22% annually in Q2 2018.
  • The decline in the smartphone market was majorly due to ZTE and Samsung. ZTE was affected due to sanctions imposed by the US government.
  • Even though device sales were down by double digits, US wireless performances were solid in Q2 2018.
US Smartphone Market Share (%)2017Q22017Q32017Q42018Q12018Q2
Apple28%33%44%37%40%
Samsung31%23%19%26%25%
LG15%18%14%14%16%
Motorola2%5%5%4%5%
Others24%21%18%19%14%

**Ranking is according to the latest quarter.

US Smartphone Shipments Market Data (Q1 2017 – Q1 2018)

  • The US smartphone market declined by 1% in Q1 2018 compared to Q1 2017
  • Apple continued to dominate the smartphone market with 38% share and grew annually because the iPhone X performed well in the market
  • LG declined annually due to a shift in its flagship smartphone launch strategy
US Smartphone Market Share (%)2017Q12017Q22017Q32017Q42018Q1
Apple33%28%33%44%37%
Samsung22%31%23%19%26%
LG18%15%18%14%14%
ZTE10%11%12%11%11%
Others17%15%14%12%12%

**Ranking is according to the latest quarter.

China Smartphone Market Share: Quarterly

Access quarterly data and market insights showcasing China’s smartphone market share, spanning from Q1 2018. 

Counterpoint Quarterly

Smartphones Q1 2024

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China Smartphone Shipments Market Data (Q3 2022 – Q4 2023)

Published Date: Feb 21, 2024

China-Smartphone-Market-Share-Q4-2023

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• China’s smartphone shipments rose 1% YoY in Q4 2023, marking the first quarterly increase in more than two years. This was due to OEMs restocking for newly launched models.
• Though Apple offered big promotions for the iPhone 15 series, it still witnessed a 6% YoY drop in shipments due to fierce competition from Huawei’s return.
• Huawei’s shipments almost doubled YoY driven by the hot-selling Mate 60 series as well as the newly launched Nova 12 series.
• Xiaomi saw a strong 13% YoY increase mainly driven by the newly launched Xiaomi 14 series and Redmi K70 series.
• HONOR also saw a 1% YoY uptick.

BrandQ3 2022Q4 2022Q1 2023Q2 2023Q3 2023Q4 2023
Apple14%23%20%16%15%21%
Huawei10%9%10%11%14%17%
vivo20%18%16%18%16%16%
HONOR17%15%16%15%19%15%
Xiaomi13%12%12%14%14%13%
Others26%23%26%26%22%18%

HONOR separated from Huawei in Q4 2020 and its market share does not include Huawei brand family volumes starting Q1 2021.

* OPPO includes OnePlus since Q3 2021.

**Ranking is according to the latest quarter.

*Data on this page is updated every quarter. This data represents the Chinese smartphone market share by quarter (from 2020-2023) by top OEMs.

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.

The global smartphone market share numbers are from:

MOBILE DEVICES MONITOR – Q4 2023 (Vendor Region Countries)

Excel File

Published Date: November 2023

This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

Read more
Contact us

Recommended Reads:

Q3 2023 Highlights

Published Date: November 10, 2023

• China’s smartphone shipments fell 2% YoY in Q3 2023, narrowing the YoY decline sequentially. This was due to OEMs restocking in preparation for new model launches.

• Huawei’s shipments soared 41% YoY as its newly launched Mate 60 series with Kirin SoC gained momentum immediately after the launch. Apple experienced a slight YoY uptick in shipments driven by the newly launched iPhone 15 series, but the initial supply constraints impacted its overall performance. HONOR also increased YoY mainly driven by the hot-selling HONOR X50 and HONOR 90. OnePlus’ robust growth drove up OPPO’s shipments.

• We expect to see a YoY growth in Q4 2023 as all Chinese OEMs are expected to launch their new models then. It is worth noting that this will come on last year’s low base, as many Chinese cities were still under lockdowns during the same period last year.

BrandsQ2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
HONOR20%17%15%16%15%19%
OPPO*18%18%16%18%18%19%
vivo20%20%18%16%18%16%
Apple13%14%22%20%16%15%
Huawei6%10%9%10%11%14%
Others23%21%20%20%22%17%

HONOR separated from Huawei in Q4 2020 and its market share does not include Huawei brand family volumes starting Q1 2021.

* OPPO includes OnePlus since Q3 2021.

**Ranking is according to the latest quarter.

Q2 2023 Highlights

Published Date: August 17, 2023

• Smartphone shipments in China fell 4% YoY in Q2 2023 though OEMs provided big promotions during the 618 festival. This was due to weak demands resulting from economic headwinds.

• Apple saw the biggest YoY growth in Q2 as the OEM offered generous price-cuts for the iPhone 14 series during the 618 period. Besides, it still has no competitors in the high-end market which has proven to be more resilient during market headwinds.

• OPPO’s share grew slightly (YoY) as OnePlus showed strong growth piggybacking of the channel support from OPPO. OnePlus compensated for OPPO’s limited online presence by using its online-centric business model to effectively tap into the segment.

• vivo and Xiaomi saw YoY declines as weak economy dampened consumer spending.

• HONOR’s share dropped significantly (YoY) partially because Huawei’s growth posted a challenge for HONOR.

• We anticipate an improvement in smartphone shipments during H2 compared to H1, a strong rebound does not seem to be on the horizon as challenges that affected the performance in H1 are likely to persist.

BrandsQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023
Apple22%18%13%14%22%20%
OPPO*17%19%18%18%16%18%
vivo16%17%20%20%18%16%
HONOR17%20%20%17%15%16%
Xiaomi16%15%17%13%12%12%
Others12%11%12%18%16%17%

HONOR separated from Huawei in Q4 2020 and its market share does not include Huawei brand family volumes starting Q1 2021.

* OPPO includes OnePlus since Q3 2021.

**Ranking is according to the latest quarter.

Q1 2023 Highlights

Published Date: May 16, 2023

• China’s smartphone shipments declined 8% YoY in Q1 2023, reaching their lowest level since Q1 2020. However, this was an improvement from the double-digit YoY declines seen in previous quarters as well as a sign of bottoming out.

• Apple’s market share in China increased to 20% in Q1 2023 from 18% in Q1 2022. This was driven by its continued expansion in China’s premium segment with more aggressive promotion and marketing campaigns for the iPhone 14 series.

• In contrast, all the major Android OEMs saw YoY declines as demand in the mass market remained weak. OEMs remained cautious in ramping up production to manage demand carefully and avoid any unhealthy inventory build-up in the market.

• Despite this caution, we expect the market to further recover in H2 2023, as inventory pressure continues to ease and consumer sentiments improve.

For our detailed research on the China smartphone sales market share Q1 2023, click here.

BrandsQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023
Apple22%18%13%14%22%20%
OPPO*17%19%18%18%16%18%
vivo16%17%20%20%18%16%
HONOR17%20%20%17%15%16%
Xiaomi16%15%17%13%12%12%
Others12%11%12%18%16%17%

HONOR separated from Huawei in Q4 2020 and its market share does not include Huawei brand family volumes starting Q1 2021.

* OPPO includes OnePlus since Q3 2021.

**Ranking is according to the latest quarter.

Q4 2022 Highlights

Published Date: February 18, 2023

• Apple registered a QoQ growth of 67% due to the high demand for new iPhone 14 series. Apple market share in China has now reached 22% in Q4 2022.

• vivo dropped to the 2nd position as the OEM’s market share fell to 18%.

• Major Chinese phone market share (Chinese OEMs) saw YoY shipment declines due to overall market instability due frequent COVID lockdowns and weak economic conditions.

• Xiaomi retained its position in the top five even as its market share fell to its lowest in over two years. Xiaomi market share in China reached 12% in Q4 2022.

• Huawei saw a growth of 25% in it’s shipment that helped it capture 8.7% of Chinese market.

For our detailed research on the China smartphone sales market share Q4 2022, click here.

BrandsQ3
2021		Q4
2021		Q1
2022		Q2
2022		Q3
2022		Q4
2022
Apple12%22%18%13%14%22%
vivo22%16%17%20%20%18%
OPPO*20%17%19%18%18%16%
HONOR18%17%20%20%17%15%
Xiaomi14%16%15%17%13%12%
Others14%12%11%12%18%17%

HONOR separated from Huawei in Q4 2020 and its market share does not include Huawei brand family volumes starting Q1 2021.

* OPPO includes OnePlus since Q3 2021.

**Ranking is according to the latest quarter.

Q3 2022 Highlights

Published Date: December 20, 2022

• Apple was the only major OEM in China to see a YoY increase mainly driven by strong demand for the iPhone 14 Pro models.

• Other major Chinese OEMs saw YoY sales declines due to overall market plunge resulting from frequent COVID lockdowns and weak economic environment.

• Despite sales declines compared to last year, vivo, OPPO and HONOR remained the top 3 brands in China, while Xiaomi dropped one rank to reach 5th place.

• Although facing sanctions, Huawei also saw a YoY increase due to strong demand for its mid-end Nova 10 and premium foldable smartphones.

For our detailed research on the China smartphone sales market share Q3 2022, click here.

BrandsQ2
2021		Q3
2021		Q4
2021		Q1
2022		Q2
2022		Q3
2022
vivo24%22%16%17%20%20%
OPPO*21%20%17%19%18%18%
HONOR9%18%17%20%20%17%
Apple12%12%22%18%13%14%
Xiaomi17%14%16%15%17%13%
Others17%14%12%11%12%18%

HONOR separated from Huawei in Q4 2020 and its market share does not include Huawei brand family volumes starting Q1 2021.

* OPPO includes OnePlus since Q3 2021.

**Ranking is according to the latest quarter.

Q2 2022 Highlights

Published Date: August 15, 2022

 

• Huge smartphone market share gains were made by HONOR in Q2 2022 as the OEM capitalized on strength in the premium market

• iPhone market share continued to eke upwards, with Apple doing extremely well in the ultra-premium segment

Click here to read about the China smartphone sales market in Q2 2022.

BrandsQ1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022		Q2
2022
HONOR5%9%18%17%20%20%
vivo24%24%22%16%17%20%
OPPO*23%21%20%17%19%18%
Xiaomi15%17%14%16%15%17%
Apple13%12%12%22%18%13%
Others20%17%14%12%11%12%

HONOR separated from Huawei in Q4 2020 and its market share does not include Huawei brand family volumes starting Q1 2021.

* OPPO includes OnePlus since Q3 2021.

**Ranking is according to the latest quarter.

Q1 2022 Highlights

Published Date: May 15, 2022

• In 2022 Q1, China smartphone shipments declined 19% YoY and 12% QoQ to reach 73.7 million units.

• HONOR continued to outperform the market with shipment growing 190% YoY and 4% QoQ in Q1 2022. HONOR led the market during this quarter and captured 20% market share.

• OPPO (including Oneplus) held the second spot with 13.7 million units in Q1 2022.

• Apple slipped to the third spot with 13 million units in Q1 2022. Although Apple’s shipment fell compared to Q4 2021, Apple still registered 11% YoY growth driven by strong demand for iPhone 13 series.

• Dropping to the fourth spot, vivo declined 42%YoY and 9% QoQ to 12.5 million units in Q1 2022. Q1 2022 was its worst performing quarter since the severe pandemic-hit Q1 2020.

Click here to read about the China smartphone market in Q1 2022.

BrandsQ4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022
HONOR7%5%9%18%17%20%
OPPO*17%23%21%20%17%19%
Apple17%13%12%12%22%18%
vivo17%24%24%22%16%17%
Xiaomi13%15%17%14%16%15%
Others29%20%17%14%12%11%

HONOR separated from Huawei in Q4 2020 and its market share does not include Huawei brand family volumes starting Q1 2021.

* OPPO includes OnePlus since Q3 2021.

**Ranking is according to the latest quarter.

Q4 2021 Highlights

Published Date: February 15, 2022

• China smartphone shipments declined 11% YoY to reach 84 million units. However, the market increased 9% QoQ in Q4 2021.

• Apple’s 13% YoY and 95% QoQ growth helped it lead the China market, capturing 22% market share in Q4 2021.

• For the first time, HONOR reached the second spot after becoming an independent brand. It grew 100% YoY to reach 14 million units.

• vivo slipped to the fourth spot with ~14 million units in Q4 2021, However, it led the overall China smartphone market in CY 2021.

Click here to read about the China smartphone market in Q4 2021.

BrandsQ3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021
Apple8%17%13%12%12%22%
HONOR13%7%5%9%18%17%
OPPO*16%18%23%22%20%17%
vivo18%17%24%24%22%16%
Xiaomi13%13%15%17%14%16%
Others32%28%20%16%14%12%

HONOR separated from Huawei in Q4 2020 and its market share does not include Huawei brand family volumes starting Q1 2021.

* OPPO includes OnePlus since Q3 2021.

**Ranking is according to the latest quarter.

Q3 2021 Highlights

Published Date: November 15, 2021

• Smartphone sales in China increased 3% QoQ but declined 9% YoY in Q3 2021.

• vivo led the market in Q3 2021, capturing a 23% share, followed by OPPO (20%) and HONOR (15%).

• HONOR was the fastest-growing OEM (96% QoQ) in China during the quarter.

• China’s 5G smartphone sales accounted for 79% of total smartphone sales in Q3 2021.

BrandsQ2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021
vivo16%17%18%21%23%23%
OPPO15%15%16%22%21%20%
HONOR14%14%9%5%8%15%
Xiaomi9%11%12%15%17%14%
Apple9%8%16%15%14%13%
Others37%35%29%22%17%15%

HONOR separated from Huawei in Q4 2020 and its market share does not include Huawei brand family volumes starting Q1 2021.

* OPPO includes OnePlus since Q3 2021.

**Ranking is according to the latest quarter.

Q2 2021 Highlights

Published Date: August 15, 2021

• Smartphone sales in China declined 13% QoQ and 6% YoY in Q2 2021.

• vivo led the market in Q2 2021, capturing a 23% share, followed by OPPO (21%) and Xiaomi (17%).

• Xiaomi was the fastest-growing OEM (70% YoY) in China, followed by Apple (43%) and OPPO (37%).

BrandsQ1
2020		Q2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021
vivo17%16%18%17%24%23%
OPPO15%16%16%17%23%21%
Xiaomi29%10%13%13%15%17%
Apple11%8%8%17%13%14%
Huawei9%33%30%20%15%10%
Others19%17%15%16%10%15%

#Huawei includes HONOR.

*Ranking is according to the latest quarter.

Q1 2021 Highlights

Published Date: May 15, 2021

• Smartphone shipment growth in China turned positive in Q1 2021.

• Smartphone shipments grew 36% compared to last year’s COVID-impacted first quarter to register 90.7mn shipments.

• The quarter marked the inevitable succession of Huawei’s leadership, as the beleaguered handset maker struggled to maintain shipments.

• vivo and OPPO emerged as clear leaders, accounting for nearly half of all smartphones shipped during the period.

Brands2019Q42020Q12020Q22020Q32020Q42021Q1
vivo17%17%16%18%17%24%
OPPO15%15%16%16%17%23%
Huawei25%29%33%30%20%15%
Xiaomi9%11%10%13%13%15%
Apple14%9%8%8%17%13%
HONOR10%12%13%13%7%5%
realme0%0%0%0%2%2%
Others10%7%4%2%7%3%

#Huawei includes HONOR.

*Ranking is according to the latest quarter.

Q4 2020 Highlights

Published Date: February 15, 2021

• China’s smartphone market declined 17% YoY in 2020.

• China’s 5G smartphone sales accounted for more than 60% of total smartphone sales in Q4 2020.

• Huawei and HONOR combined took the top spot in the market, capturing 41% share in 2020.

• Apple was the only brand to witness a positive YoY growth in the market in 2020.

Brands2019Q32019Q42020Q12020Q22020Q32020Q4
Huawei#40%35%41%46%43%30%
vivo19%17%17%16%18%18%
Oppo18%16%15%16%16%16%
Xiaomi8%9%11%10%13%13%
Apple8%14%9%8%8%8%
realme0%0%0%0%0%2%
Others6%9%6%4%2%13%

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q3 2020 Highlights

• Smartphone sales in China recovered slowly with 6% QoQ growth in Q3. But the growth was still down 14% YoY.

• Xiaomi outperformed the market as the only major OEM to achieve a positive YoY growth in Q3 in China.

• Huawei continued to lead the market with 45% share in Q3 (in smartphone sales). However, its sales have started to decline.

Brands2019

 

Q2

2019

 

Q3

2019

 

Q4

2020

 

Q1

2020

 

Q2

2020

 

Q3

Huawei#35%40%35%41%46%43%
Vivo18%19%17%17%16%18%
Oppo19%18%16%15%16%16%
Xiaomi11%8%9%11%10%13%
Apple6%8%14%9%8%8%
Realme0%1%1%0%0%0%
Others11%6%8%7%4%2%

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q2 2020 Highlights

• Smartphone sales in China declined 17% YoY in Q2 2020. However, the sales increased 9% QoQ indicating some signs of recovery.

• Huawei captured a massive 60% share of the 5G smartphone market.

• Huawei reached its highest ever share in China capturing 46% of sales volumes.

• Apple was the fastest-growing OEM (32% YoY) during the quarter.

Brands2019 Q12019 Q22019 Q32019 Q42020 Q12020 Q2
Huawei#34%35%40%35%41%46%
vivo19%18%19%17%17%16%
Oppo18%19%18%16%15%16%
Xiaomi12%11%8%9%11%10%
Apple9%6%8%14%9%8%
Samsung1%1%1%0%1%0%
Others7%10%6%9%6%4%

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q1 2020 Highlights

• China’s Smartphone sales fell by 22% YoY (Year-on-Year) in Q1 2020.

• Except for Huawei, all major OEMs underwent YoY decline.

• However,5G smartphone sales grew sequentially by about 120%. 5G smartphones now capture over 15% of the total smartphone sales.

• Apple and Huawei group, managed to increase market share from the same period last year, clearly out-performing the overall market in Q1 2020

Brands2019 Q12019 Q22019 Q32019 Q42020 Q1
Huawei#34%35%40%35%41%
vivo19%18%19%17%17%
Oppo18%19%18%16%15%
Xiaomi12%11%8%9%11%
Apple9%6%8%14%9%
Meizu1%1%1%1%0%
Others7%10%6%8%7%

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q4 2019 Highlights

• China’s smartphone market declined for the 10th consecutive quarter in Q4 2019. The decline is expected to continue in the coming quarters due to the impact of nCoV.

• Top 5 OEMs captured 90% of the total market during the quarter as compared to 87% a year ago. This is an indication of the ongoing consolidation in the market. 

• Huawei (including HONOR) leads the Chinese smartphone market capturing over one-third of the total smartphone shipments. The OEM has concentrated its efforts in the home market post the trade ban which helped it grow 12% YoY in the region. China now contributes to 60% of the global shipments for Huawei.

• OPPO (19% YoY), vivo (11% YoY) and Xiaomi (8% YoY) all declined during the quarter. Amidst the declining home market, the OEMs have been expanding overseas to attain growth.

• Apple grew 6% YoY driven by the popularity of the iPhone 11 series, which was the first iPhone with dual cameras and launched at a price lesser than its predecessor.

• China led the global 5G market contributing to over 67% of the total 5G shipments in 2019 Q4. This was driven by Huawei (including HONOR), which alone shipped over 6 million 5G devices in the region during the quarter. 

Brands2018

 

Q4

2019

 

Q1

2019

 

Q2

2019

 

Q3

2019

 

Q4

Huawei#28%34%35%40%35%
vivo19%19%18%19%17%
Oppo20%18%19%18%16%
Apple12%9%6%8%14%
Xiaomi9%12%11%8%9%
Meizu2%1%1%1%1%
Others10%7%10%6%8%

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q3 2019 Highlights

• Huawei (including the HONOR brand) leads the Chinese smartphone market with its market share growing to 40%, a record high. Huawei’s total shipments in Q3 reached 41.5 million units.

• For Vivo, the X27, Y93, and Y3 series were the highlights in terms of contribution to sales. While for OPPO, the A9 shipped nearly five million units in the third quarter, making it the best-selling model of the quarter according to our model sales tracker.

• Xiaomi sales continued to decline 38% YoY with the onslaught from Honor brand on one side, and Oppo A-series and Vivo Y-series on the other.

• Apple‘s iPhone sales were down 14% YoY. However, Apple’s price corrections with iPhone 11 and XR as well as introducing a new palette of colors, have stimulated demand during the last week of September offsetting the sharp annual decline during July and August.

Brands2018

 

Q3

2018

 

Q4

2019

 

Q1

2019

 

Q2

2019

 

Q3

Huawei#23%28%34%35%40%
vivo21%19%19%18%19%
Oppo21%20%18%19%18%
Xiaomi13%9%12%11%8%
Apple9%12%9%6%8%
Meizu2%2%1%1%1%
Others11%10%7%10%6%

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q2 2019 Highlights

• Huawei (including the HONOR brand) leads the Chinese smartphone market with its market share growing to 36%, reaching a record high.

• Overall, with almost 19% market share for both OPPO and Vivo, the brands became the second and third largest brands in China, respectively.

• Xiaomi is still in the recovery stage in Q2 when compared to last year but increased 8% QoQ.

• Apple‘s iPhones shipped less than six million, with a 6% market share, the lowest level in a year.

Brands2018

 

Q2

2018

 

Q3

2018

 

Q4

2019

 

Q1

2019

 

Q2

Huawei#26%23%28%34%35%
Oppo18%21%19%18%19%
vivo19%21%20%19%18%
Xiaomi13%13%9%12%11%
Apple8%9%12%9%6%
Meizu2%2%2%1%1%
Others14%11%10%7%10%

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q1 2019 Highlights

• As the largest smartphone market in the world, the start of 2019 continues the sluggishness from H2 2018.

• The sustained decline can be attributed to the overall economic downturn in China which has resulted in consumers’ prolonged replacement cycles for smartphones.

• Consumer demand continues to remain divided. While some are delaying smartphone upgrades others are buying other electronic products to satisfy their desire for freshness.

• In addition, other factors affecting sales in Q1 2019 includes the lack of new product launches.

Brands2018

 

Q1

2018

 

Q2

2018

 

Q3

2018

 

Q4

2019

Q1

Huawei#22%26%23%28%34%
vivo16%18%21%19%19%
Oppo18%19%21%20%18%
Xiaomi13%13%13%9%12%
Apple13%8%9%12%9%
Samsung1%1%1%1%1%
Others15%14%11%10%7%

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q4 2018 Highlights

• Huawei (including Honor) was firmly the market leader in China in 2018, capturing 25% market share. We saw outstanding contributions from the Nova series in 2018.

• OPPO and vivo’s market share did not change much compared to 2017, but their sales have declined slightly.

• Apple’s volume dropped 12% YoY due to its high-ticket price and impact from competitors. But it still has the highest sales revenue among all brands.

China Smartphone Share (%)2017Q42018Q12018Q22018Q32018Q4
Huawei20%22%26%23%28%
Oppo17%18%19%21%20%
vivo15%16%18%21%19%
Apple15%13%8%9%12%
Xiaomi15%13%13%13%9%
Meizu3%3%2%2%2%
Others15%15%14%11%10%

*Ranking is according to the latest quarter.

Q3 2018 Highlights

• Market consolidation is apparent in China, with the top five OEMs capturing 86% of smartphone share in Q3, increasing from less than 80% in the same period last year.

• Huawei (including Honor) was the market leader in terms of both sales volume and growth momentum in Q3, with its leadership position fixed in China, capturing 23% market share.

• vivo with 4% YoY growth was the second best-selling brand in Q3 capturing 21% market share.

Brands2017Q32017Q42018Q12018Q22018Q3
Huawei19%20%22%26%23%
Oppo19%17%18%19%21%
vivo19%15%16%18%21%
Xiaomi14%15%13%13%13%
Apple10%15%13%8%9%
Meizu4%3%3%2%2%
Others15%15%15%14%11%

*Ranking is according to the latest quarter.

Q2 2018 Highlights

• OPPO and Vivo secured one spot each on the bestselling models list with their flagships, the R15 and the X21.

• Apple iPhone X continue to surpass iPhone 8 sales in China due to decline in price and offers running during the quarter.

• Honor 7C was the fifth best selling model during the quarter. One of the key reasons for the success of Honor 7C was its aggressive pricing (RMB 1100) & sales during 618 festival.

Brands2017Q22017Q32017Q42018Q12018Q2
Huawei20%19%20%22%26%
Oppo19%19%17%18%19%
vivo17%19%15%16%18%
Xiaomi13%14%15%13%13%
Apple8%10%15%13%8%
Meizu4%4%3%3%2%
Others19%15%15%15%14%

*Ranking is according to the latest quarter.

Q1 2018 Highlights

• Huawei continues to lead the Chinese smartphone market with 22% market share followed by OPPO and vivo with 18% and 16% share respectively

• Xiaomi (+51%) and Apple (+32%) were the fastest growing brands among the top five

• Xiaomi was the fastest growing brand in China during the quarter. The growth was driven by Xiaomi’s expansion in the offline segment with aggressive promotions

• By the end of Q1 2018 four out of the top five smartphone OEMs had already launched their devices with notch displays in China

• Apple is now back to YoY growth in the first quarter since Q1 2015, which is an indication that its older generation iPhone user base is now upgrading

Brands2017Q12017Q22017Q32017Q42018Q1
Huawei20%20%19%20%22%
Oppo17%19%19%17%18%
vivo17%17%19%15%16%
Apple10%8%10%15%13%
Xiaomi8%13%14%15%13%
Samsung3%3%3%1%1%
Others25%20%16%17%17%

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Global Smartphone Market Share: Quarterly

Access quarterly data on global smartphone shipments and market share from Q1 2018.

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Global Smartphone Shipments Market Data (Q1 2022 – Q4 2023)

Published Date: Feb 19, 2024

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• The global smartphone market grew by 7% YoY to reach 323.2 million units in Q4 2023.
• Apple grew by 2% YoY, overtaking Samsung for the top spot in Q4 2023.
• Samsung, meanwhile, declined by 9% YoY losing share to Apple in the premium segment, to Chinese OEMs such as Xiaomi in the mid-tier segment and to Transsion brands in the entry-level.
• Samsung, nevertheless, retained the spot as the world's top smartphone player annually, shipping the most number of smartphones in 2023.
• Among the top five smartphone brands, Xiaomi grew the most by 23% YoY to 40.7 million units in Q4 2023.
• HONOR experienced a healthy double-digit growth of 27% YoY whereas Huawei grew by triple-digits, the only top 10 smartphone to do so.
• In terms of regional performance, the Middle East and Africa (MEA) exhibited the highest annual shipment growth while Europe experienced the highest decline.

BrandsQ1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023Q4 2023
Apple18%16%16%24%21%17%16%23%
Samsung23%21%21%19%22%20%20%16%
Xiaomi12%13%13%11%11%12%14%13%
vivo8%9%9%8%7%8%7%7%
OPPO*9%10%10%10%10%10%9%7%
Others30%31%31%28%29%33%34%34%
BrandsQ1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023Q4 2023
Apple5946.549.272.35845.348.974
Samsung74.462.564.358.360.653.559.453
Xiaomi3939.540.533.230.533.241.540.7
vivo25.425.52623.420.821.422.123.7
OPPO*30.928.229.530.128.42828.124
Others97.792.392.485.481.886.799.8107.8
Total326.4294.5301.9302.6280.2268299.8323.2

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

*Data on this page is updated every quarter

This data represents the global smartphone market share by quarter (from 2021-2023) 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.

The global smartphone market share numbers are from:

MOBILE DEVICES MONITOR – Q4 2023 (Vendor Region Countries)

Excel File

Published Date: November 2023

This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

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Q3 2023 Highlights

Published Date: Nov 10, 2023

• The global smartphone market declined by 1% YoY to reach 299.8 million units in Q3 2023.
• Samsung declined 8% YoY despite growing by 11% QoQ and retaining its position as the top smartphone player in Q3 2023.
• Among the top five smartphone brands, Xiaomi was the only brand to grow YoY, shipping 41.5 million smartphones in Q3 2023.
• Among the top 10 smartphone brands, HONOR, Motorola, Tecno and Huawei saw double-digit annual growth. Infinix and itel, the other Transsion brands along with Tecno, also experienced double-digit annual growth.
• In terms of regional performance, the Middle East and Africa (MEA) exhibited the highest annual shipment growth while North America experienced the highest decline.

BrandsQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Samsung19%23%21%21%19%22%20%20%
Apple22%18%16%16%23%21%17%16%
OPPO*9%9%10%10%10%10%10%14%
Xiaomi12%12%13%13%11%11%12%14%
vivo8%8%9%9%8%7%8%7%
Others30%30%31%31%29%29%33%29%
BrandsQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Samsung6974.562.564.358.360.653.559.4
Apple81.55946.549.2705845.348.9
OPPO*33.930.928.229.529.628.42842.1
Xiaomi453939.540.533.230.533.241.5
vivo29.324.825.52623.420.821.422.1
Others112.798.192.392.489.481.986.685.8
Total371.4326.4294.5301.9303.9280.2268299.8

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q2 2023 Highlights

Published Date: Aug 17, 2023

Counterpoint-Research-Global-Smartphone-Market-Share-Q2-2023

• 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.

BrandsQ3 2021Q4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023
Apple14%22%18%16%16%23%21%17%
Samsung20%19%23%21%21%19%22%20%
Xiaomi13%12%12%13%13%11%11%12%
OPPO*11%9%9%10%10%10%10%10%
vivo10%8%8%9%9%8%7%8%
Others32%30%30%31%31%29%29%33%
BrandsQ3 2021Q4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023
Samsung69.369.074.562.564.358.360.653.5
Apple48.081.559.046.549.270.058.045.3
Xiaomi44.445.039.039.540.533.230.533.2
OPPO*38.133.930.928.229.529.628.428.0
vivo33.729.324.825.526.023.420.821.4
Others108.5112.798.192.392.489.481.986.6
Total Market342.0371.4326.4294.5301.9303.9280.2268.0

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q1 2023 Highlights

Published Date: May 9, 2023

• The global smartphone market declined by 14% YoY and 7% QoQ to record 280.2 million unit shipments in Q1 2023.

• Samsung replaced Apple as the top smartphone player in Q1 2023, driven by its mid-tier A Series and the recently launched S23 series.

• Apple’s YoY shipment decline was the least among the top five brands. Consequently, it recorded its highest-ever Q1 share of 21%.

• Global smartphone revenues declined by 7% YoY to around $104 billion. Apple, Samsung, Xiaomi increased their Average Selling Prices YoY.

For our detailed research on the global smartphone market in Q1 2023, click here.

Global Smartphone Shipments Market Share (%)
BrandsQ2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023
Samsung18%20%19%23%21%21%19%22%
Apple15%14%22%18%16%16%23%21%
Xiaomi16%13%12%12%13%13%11%11%
OPPO*10%11%9%9%10%10%10%10%
vivo10%10%8%8%9%9%8%7%
Others31%32%30%30%31%31%29%29%
BrandsQ2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023
Samsung57.669.36974.562.564.358.360.6
Apple48.94881.55946.549.27058
Xiaomi52.544.4453939.540.533.230.5
OPPO*33.638.133.930.928.229.529.624
vivo32.533.729.324.825.52623.421.2
Others98108.5112.798.192.392.489.485.9
Total Market323.1342371.4326.4294.5301.9303.9280.2

• 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.

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q4 2022 Highlights

Published Date: February 8, 2023

  • The global smartphone market declined by 18% YoY to reach 304 million units in Q4 2022.
  • Apple replaced Samsung as the top smartphone player in Q4 2022, driven by the recent launch of the iPhone 14 series.
  • Apple market share for Q4 2022 was 23% followed by Samsung market share of 19%.
  • The 2022 global smartphone shipments declined by 12% to 1.2 billion units, the lowest since 2013.
  • Global smartphone revenues declined by 9% to $409 billion, the lowest since 2017.
  • Apple achieved its highest-ever global smartphone shipment, revenue and operating profit share in 2022.

For our detailed research on the global smartphone market in Q4 2022, click here.

BrandsQ1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022		Q2
2022		Q3
2022		Q4
2022
Apple17%15%14%22%18%16%16%23%
Samsung22%18%20%19%23%21%21%19%
Xiaomi14%16%13%12%12%13%13%11%
OPPO*11%10%11%9%9%10%10%10%
vivo10%10%10%8%8%9%9%8%
Others26%31%32%30%30%31%31%29%
BrandsQ1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022		Q2
2022		Q3
2022		Q4
2022
Apple59.548.948.081.559.046.549.270.0
Samsung76.657.669.369.074.562.564.358.3
Xiaomi48.552.544.445.039.039.540.533.2
OPPO*3833.638.133.930.928.229.529.6
vivo35.532.533.729.324.825.526.023.4
Others96.898.0108.5112.798.192.392.489.4
Total Market354.9323.1342.0371.4326.4294.5301.9303.9

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q3 2022 Highlights

Published Date: December 20, 2022

  • The global smartphone market declined by 12% YoY even as it grew by 2% QoQ to reach 301 million units in Q3 2022.
  • While quarterly growth in Apple and Samsung pushed the global smartphone market above 300 million units, a level it failed to reach last quarter, political and economic instability drove negative consumer sentiment.
  • Apple was the only top-five smartphone brand to grow YoY, with shipments increasing 2% YoY, growing market share by two percentage points to 16%.
  • Samsung’s shipments declined by 8% YoY but grew 5% QoQ to 64 million.
  • Xiaomi, OPPO* and vivo, recovered slightly after receiving heavy beatings due to lockdowns in China in Q2, and as they captured more of the market ceded by Apple and Samsung’s exit from Russia.
  •  
BrandsQ4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022		Q2
2022		Q3
2022
Samsung16%22%18%20%19%23%21%21%
Apple21%17%15%14%22%18%16%16%
Xiaomi11%14%16%13%12%12%13%13%
OPPO*9%11%10%11%9%9%10%10%
vivo8%10%10%10%8%8%9%9%
Others35%26%31%32%30%30%31%31%
BrandsQ4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022		Q2
2022		Q3
2022
Samsung62.576.657.669.369.074.562.564.3
Apple81.959.548.948.081.559.046.549.2
Xiaomi43.048.552.544.445.039.039.540.5
OPPO*34.03833.638.133.930.928.229.5
vivo33.435.532.533.729.324.825.226.0
Others139.896.898.0108.5112.798.192.392.4
Total Market394.6354.9323.1342.0371.4326.4294.5301.9

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q2 2022 Highlights

Published Date: August 16, 2022

• The global smartphone market growth saw a decline of 9% YoY and 10% QoQ to 294.5 million units in Q2 2022.
• Global smartphone market share carries on consolidation, with top three brands commanding 50% share for three consecutive quarters.
• This was the first time quarterly shipments dropped below 300 million units since Q2 2020 during the early part of the COVID-19 pandemic.
• Samsung was the only top-five smartphone brand to grow YoY, increasing shipments by 8% YoY and growing market share by three percentage points to 21%.
• Apple market share declined by 5% YoY in Q2 2022, although its share increased in a diminished market.
• iPhone shipment market share continues to edge upwards, with Apple reaching its highest Q2 2022 shipment share ever
• The Android vs iOS market share battle, traditionally contested by Apple in the US, Europe and Japan, is intensifying in markets like China, which is becoming a significant driver of iOS installed based globally.
• Xiaomi, OPPO* and vivo, hit by China lockdowns, suffered double digit YoY declines in their respective shipments.

BrandsQ3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022		Q2
2022
Samsung22%16%22%18%20%19%23%21%
Apple11%21%17%15%14%22%18%16%
Xiaomi13%11%14%16%13%12%12%13%
OPPO*8%9%11%10%11%9%9%10%
vivo8%8%10%10%10%8%8%9%
Others38%35%26%31%32%30%30%31%
BrandsQ3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022		Q2
2022
Samsung80.462.576.657.669.369.074.562.5
Apple41.781.959.548.948.081.559.046.5
Xiaomi46.543.048.552.544.445.039.039.5
OPPO*31.034.038.033.638.133.930.928.2
vivo31.033.435.532.533.729.324.825.5
Others135.0139.896.898.0108.5112.798.292.3
Total Market365.6394.6354.9323.1342.0371.4326.4294.5

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q1 2022 Highlights

Published Date: May 16, 2022

• The global smartphone market declined by 7% YoY and 12% QoQ to 328 million units in Q1 2022.
• While Samsung’s shipments declined 3% YoY, it was the only top-five smartphone brand to grow QoQ. Its market share rose to 23% from 19% last quarter, resulting in Samsung taking the top spot from Apple in Q1 2022.
• Apple’s shipments declined by 1% annually to reach 59 million units in Q1 2022. This was after an expected seasonal quarterly shipment decline of 28%.
• Xiaomi, OPPO* and vivo’s component struggles continued, causing a quarterly and annual decline in their respective shipments.

BrandsQ2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022
Samsung20%22%16%22%18%20%19%23%
Apple14%11%21%17%15%14%22%18%
Xiaomi10%13%11%14%16%13%12%12%
OPPO*9%8%9%11%10%11%9%9%
vivo8%8%8%10%10%10%8%8%
Others39%38%35%26%31%32%30%30%
BrandsQ2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022
Samsung54.280.462.576.657.669.369.074.5
Apple37.541.781.959.548.948.081.559.0
Xiaomi26.546.543.048.552.544.445.039.0
OPPO24.531.034.038.033.638.133.930.9
vivo22.531.033.435.532.533.729.324.8
Others110.9135.0139.896.898.0108.5112.798.1
Total Market276.1365.6394.6354.9323.1342.0371.4326.4

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.

With its share at around 22.5% of the global smartphone shipments in Q1 2022, China remains the world’s biggest smartphone market. This is down from around 25.6% in Q1 2021 as China’s economy grew slower than expected due to COVID-related lockdowns and shipment volumes declined by over 19% YoY. While China’s share of global smartphone market growth (shipments) remains flat QoQ thanks to a small peak in demand during Chinese New Year and as the global smartphone market declined QoQ due to seasonality, in terms of absolute shipments, China saw a quarterly decline of over 12%.

HONOR has emerged as the biggest smartphone player in China, chipping into vivo and OPPO*’s shares and stepping into the position previously held by Huawei from which it recently separated. Although vivo did not succeed in regaining the top position due to HONOR’s rise at a time when it is itself facing component shortages, it did recover somewhat thanks to its newly launched mid-end S12 series that is popular with younger customers and the affordable the Y series which showed strong performance in the quarter.

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q4 2021 Highlights

Published Date: February 16, 2022

• Global smartphone market growth saw an increase of 4% YoY to reach 1.39 billion units in 2021. Q4 2021 shipments declined 6% YoY to reach 371 million units.
• Samsung led the global smartphone market in 2021 with annual shipments of 272 million units.
• Apple, Xiaomi, OPPO^ and vivo recorded their highest-ever annual shipments.
• The top five brands gained share due to a significant decline by Huawei, and LG’s exit from the market.
• Apple surpassed Samsung to take the number one spot in Q4 2021 with smartphone shipments increasing by 70% QoQ to 81.5 million units in Q4 2021, despite remaining flat YoY.
• Apple recorded their highest-ever annual shipments of 237.9 million units in 2021 driven by successful launch of iPhone 13 series and consistent performance of iPhone 12 series.

BrandsQ1
2020		Q2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021
Apple14%14%11%21%17%15%14%22%
Samsung20%20%22%16%22%18%20%19%
Xiaomi10%10%13%11%14%16%13%12%
OPPO*8%9%8%9%11%10%11%9%
vivo7%8%8%8%10%10%10%8%
Others41%39%38%35%26%31%32%30%
BrandsQ1
2020		Q2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021
Apple40.037.541.781.959.548.948.081.5
Samsung58.654.280.462.576.657.669.369.0
Xiaomi29.726.546.543.048.552.544.445.0
OPPO*22.324.531.034.038.033.638.133.9
vivo21.622.531.033.435.532.533.729.3
Others122.8110.9135.0139.896.898.0108.5112.7
Total Market295.0276.1365.6394.6354.9323.1342.0371.4
QuarterQ1
2020		Q2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021
Ship-ments (in Mn)40.037.541.781.959.548.948.081.5

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q3 2021 Highlights

Published Date: November 16, 2021

• The global smartphone market growth saw an increase of 6% QoQ but declined by 6% YoY in Q3 2021, clocking global shipments of 342 million units, down from 365.6 million in Q3 2020.
• Samsung retained the number one spot in Q3 2021 with smartphone shipments increasing by 20% QoQ to 69.3 million units in Q3 2021.
• Xiaomi shipped 44.4 million units in Q3 2021, down 5% YoY and 15% QoQ as it was severely hit by the ongoing component shortages.
• vivo grew 8% YoY and 3% QoQ to reach 33.7 million units. vivo continued to lead China’s smartphone market with 17.3 million units in Q3 2021.
• realme achieved its highest-ever shipment performance with 16.2 million units in Q3 2021. The record quarter came at a time when component shortages were at their peak.
• Global handset market wholesale revenue grew 10% YoY and 6% QoQ in Q3 2021 to reach over $103 billion.

BrandsQ4
2019		Q1
2020		Q2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021
Samsung18%20%20%22%16%22%18%20%
Apple18%14%14%11%21%17%15%14%
Xiaomi8%10%10%13%11%14%16%13%
OPPO8%8%9%8%9%11%10%11%
vivo8%7%8%8%8%10%10%10%
Others40%41%39%38%35%26%31%32%
BrandsQ4
2019		Q1
2020		Q2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021
Samsung70.458.654.280.462.576.657.669.3
Apple72.340.037.541.781.959.548.948.0
Xiaomi32.929.726.546.543.048.552.544.4
OPPO30.722.324.531.034.038.033.638.1
vivo31.521.622.531.033.435.532.533.7
Others163.4122.8110.9135.0139.896.898.0108.5
Total Market401.1295.0276.1365.6394.6354.9323.1342.0

*Ranking is according to the latest quarter.

Q2 2021 Highlights

Published Date: August 16, 2021

• Global smartphone market grew 19% YoY but declined by 7% QoQ as 323 million units were shipped, led by Samsung.
• Xiaomi eclipses 52 million smartphones, becoming the world’s second-largest smartphone brand for the first time ever.
• Samsung retained the number one spot with shipments reaching 58 million units in Q2 2021, however, its market share declined to 18% as compared to 22% in Q1 2021 as its shipments declined by 24% QoQ.
• realme grew by 135% YoY and 17% QoQ, crossing cumulative shipments of 100 million smartphones since its entry into the smartphone market.
• Global smartphone shipment revenues grew by 25% YoY to $96 billion in Q2 2021 setting a second-quarter record.

BrandsQ3
2019		Q4
2019		Q1
2020		Q2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021
Samsung21%18%20%20%22%16%22%18%
Xiaomi8%8%10%10%13%11%14%16%
Apple12%18%14%14%11%21%17%15%
OPPO9%8%8%9%8%9%11%10%
vivo8%8%7%8%8%8%10%10%
Others42%40%41%39%38%35%26%31%
BrandsQ3
2019		Q4
2019		Q1
2020		Q2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021
Samsung78.270.458.654.280.462.576.657.9
Xiaomi31.732.929.726.546.243.048.552.5
Apple44.872.340.037.541.781.959.548.9
OPPO32.331.422.324.531.034.038.033.6
vivo31.331.521.622.531.033.435.532.5
Others161.7162.6122.8110.9135.3139.896.897.7

Total

Market

380.0401.1295.0276.1365.6394.6354.9323.1

*Ranking is according to the latest quarter.

Q1 2021 Highlights

Published Date: May 16, 2021

• Global smartphone shipment revenue crossed the $100 billion mark for the first time for a March-ending quarter to reach $113 billion.
• Global shipments grew 20% YoY, reaching 354 million units, led by OPPO, vivo, Xiaomi and Apple.
• Samsung regained its top spot as the world’s biggest OEM, with shipments reaching 76.8 million units in Q1 2021.
• Apple iPhone active installed base reached a new high this quarter.

BrandsQ2
2019		Q3
2019		Q4
2019		Q1
2020		Q2
2020		Q3
2020		Q4
2020		Q1
2021
Samsung21%21%18%20%20%22%16%22%
Apple10%12%18%14%14%11%21%17%
Xiaomi9%8%8%10%10%13%11%14%
OPPO9%9%8%8%9%8%9%11%
vivo8%8%8%7%8%8%8%10%
Huawei#16%18%14%17%20%14%8%4%
realme1%3%2%2%2%4%4%4%
Others24%21%23%22%16%20%23%18%
BrandsQ2
2019		Q3
2019		Q4
2019		Q1
2020		Q2
2020		Q3
2020		Q4
2020		Q1
2021
Samsung76.378.270.458.654.280.462.576.6
Apple36.544.872.340.037.541.781.959.5
Xiaomi32.331.732.929.726.546.243.048.5
OPPO30.632.331.422.324.531.034.038.0
vivo27.031.331.521.622.531.033.435.5
Huawei#56.666.856.249.054.850.933.015.0
realme5.010.27.87.26.414.814.012.8
Others92.884.798.666.649.769.692.869.0

Total

Market

357.1380.0401.1295.0276.1365.6394.6354.9

*Ranking is according to the latest quarter.

#Huawei includes HONOR in all quarters except Q1 2021 reflecting the separation of the two brands.

 

Q4 2020 Highlights

Published Date: February 16, 2021

• The global smartphone market continued to recover in Q4 2020, rebounding 8% QoQ to 395.9 million units.
• Apple’s 8% YoY and 96% QoQ growth helped it lead the market in Q4 2020.
• Samsung slipped to the second spot with 62.5 million units in Q4 2020, However, it led the overall market in CY 2020.
• For the first time, OPPO and vivo surpassed Huawei to capture the fourth and fifth spots respectively, Huawei slipped to the sixth spot.
• realme emerged as the fastest growing brand in CY 2020 with 65% YoY growth.

BrandsQ1
2019		Q2
2019		Q3
2019		Q4
2019		Q1
2020		Q2
2020		Q3
2020		Q4
2020
Apple12%10%12%18%14%14%11%21%
Samsung21%21%21%18%20%20%22%16%
Xiaomi8%9%8%8%10%10%13%11%
OPPO8%9%9%8%8%9%8%9%
vivo7%8%8%8%7%8%8%8%
Huawei#17%16%18%14%17%20%14%8%
realme1%1%3%2%2%2%4%4%
Others24%24%21%23%22%16%20%23%
BrandsQ1
2019		Q2
2019		Q3
2019		Q4
2019		Q1
2020		Q2
2020		Q3
2020		Q4
2020
Apple42.036.544.872.340.037.541.781.9
Samsung72.076.378.270.458.654.280.462.5
Xiaomi27.832.331.732.929.726.546.243.0
OPPO25.730.632.331.422.324.531.034.0
vivo23.927.031.331.521.622.531.033.4
Huawei#59.156.666.856.249.054.850.933.0
realme2.85.010.27.87.26.414.814.0
Others87.792.884.798.666.649.769.692.8

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

Q3 2020 Highlights

  • 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.
BrandsQ4
2018		Q1
2019		Q2
2019		Q3
2019		Q4
2019		Q1
2020		Q2
2020		Q3
2020
Samsung18%21%21%21%18%20%20%22%
Huawei#15%17%16%18%14%17%20%14%
Xiaomi6%8%9%8%8%10%10%13%
Apple17%12%10%12%18%14%14%11%
OPPO8%8%9%9%8%8%9%8%
vivo7%7%8%8%8%7%8%8%
realme–1%1%3%2%2%2%4%
Others26%24%24%21%23%22%16%20%
BrandsQ4
2018		Q1
2019		Q2
2019		Q3
2019		Q4
2019		Q1
2020		Q2
2020		Q3
2020
Samsung69.872.076.378.270.458.654.280.4
Huawei#59.759.156.666.856.249.054.850.9
Xiaomi25.627.832.331.732.929.726.546.2
Apple65.942.036.544.872.340.037.541.7
OPPO31.325.730.632.331.422.324.531.0
vivo26.523.927.031.331.521.622.531.0
realme–2.85.010.27.87.26.414.8
Others115.887.792.884.798.666.648.669.6

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

Q2 2020 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.
  •  
BrandsQ3
2018		Q4
2018		Q1
2019		Q2
2019		Q3
2019		Q4
2019		Q1
2020		Q2
2020
Huawei#14%15%17%16%18%14%17%20%
Samsung19%18%21%21%21%18%20%20%
Apple12%17%12%10%12%18%14%14%
Xiaomi9%6%8%9%8%8%10%10%
OPPO9%8%8%9%9%8%8%9%
vivo8%7%7%8%8%8%7%8%
Lenovo##3%3%3%3%3%3%2%3%
Others26%26%24%24%21%23%22%16%
BrandsQ3
2018		Q4
2018		Q1
2019		Q2
2019		Q3
2019		Q4
2019		Q1
2020		Q2
2020
Huawei#52.059.759.156.666.856.249.054.8
Samsung72.369.872.076.378.270.458.654.2
Apple46.965.942.036.544.872.340.037.5
Xiaomi33.325.627.832.331.732.929.726.5
OPPO33.931.325.730.632.331.422.324.5
vivo30.526.523.927.031.331.521.622.5
Lenovo##11.010.19.59.510.011.75.97.5
Others110.9115.887.792.884.798.666.648.6

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

##Lenovo includes Motorola.

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.
  •  
BrandsQ2
2018		Q3
2018		Q4
2018		Q1
2019		Q2
2019		Q3
2019		Q4
2019		Q1
2020
Samsung19%19%18%21%21%21%18%20%
Huawei15%14%15%17%16%18%14%17%
Apple11%12%17%12%10%12%18%14%
Xiaomi9%9%6%8%9%8%8%10%
OPPO8%9%8%8%9%9%8%8%
vivo7%8%7%7%8%8%8%7%
realme0%0%0%1%1%3%3%2%
Others31%26%26%24%24%21%23%22%
BrandsQ2
2018		Q3
2018		Q4
2018		Q1
2019		Q2
2019		Q3
2019		Q4
2019		Q1
2020
Samsung71.572.369.872.076.378.270.458.6
Huawei54.252.059.759.156.666.856.249.0
Apple41.346.965.942.036.544.872.340.0
Xiaomi32.033.325.627.832.331.732.929.7
OPPO29.633.931.325.730.632.331.422.3
vivo26.530.526.523.927.031.331.521.6
realme–––2.85.010.27.87.2
Others113.3110.9115.887.792.884.798.666.6

*Ranking is according to the 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.
  •  
BrandsQ3
2018		Q4
2018		Q1
2019		Q2
2019		Q3
2019		Q4
2019
Apple12%17%12%10%12%18%
Samsung19%18%21%21%21%18%
Huawei14%15%17%16%18%14%
Xiaomi9%6%8%9%8%8%
vivo8%7%7%8%8%8%
OPPO9%8%8%9%9%8%
Lenovo3%3%3%3%3%3%
Others26%26%24%24%21%23%
BrandsQ3
2018		Q4
2018		Q1
2019		Q2
2019		Q3
2019		Q4
2019
Apple46.965.942.036.544.872.3
Samsung72.369.872.076.378.270.4
Huawei52.059.759.156.666.856.2
Xiaomi33.325.627.832.331.732.9
vivo30.526.523.927.031.331.5
Oppo33.931.325.730.632.331.4
Lenovo11.010.19.59.510.011.7
Others99.9105.781.088.284.994.7

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

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.
  •  
Brands

2018

Q3

2018

Q4

2019

Q1

2019

Q2

2019

Q3

Samsung19%18%21%21%21%
Huawei#14%15%17%16%18%
Apple12%17%12%10%12%
Oppo9%8%8%9%9%
Xiaomi9%6%8%9%8%
vivo8%7%7%8%8%
Realme0%1%1%1%3%
Others29%28%26%26%21%
Brands2018Q32018Q42019Q12019Q22019Q3
Samsung72.369.872.076.378.2
Huawei#52.059.759.156.666.8
Apple46.965.942.036.544.8
Oppo33.931.325.730.632.3
Xiaomi33.325.627.832.331.7
vivo30.526.523.927.031.3
Realme1.23.32.85.010.2
Others109.7112.687.792.884.7

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

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.
Brands

2018

Q2

2018

Q3

2018

Q4

2019

Q1

2019

Q2

Samsung20%19%18%21%21%
Huawei#15%14%15%17%16%
Apple11%12%17%12%10%
Xiaomi9%9%6%8%9%
Oppo8%9%8%8%9%
vivo7%8%7%7%8%
Lenovo**2%3%3%3%3%
Others31%28%26%24%24%

 

Brands

2018

Q2

2018

Q3

2018

Q4

2019

Q1

2019

Q2

Samsung71.572.369.872.076.3
Huawei#54.252.059.759.156.6
Apple41.346.965.942.036.5
Xiaomi32.033.325.627.832.3
Oppo29.633.931.325.730.6
vivo26.530.526.523.927.0
Lenovo**9.011.010.19.59.5
Others100.299.9105.781.085.2



*Ranking is according to the latest quarter.

#Huawei includes HONOR.

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.
Brands

2018

Q1

2018

Q2

2018

Q3

2018

Q4

2019

Q1

Samsung22%20%19%18%21%
Huawei#11%15%14%15%17%
Apple14%11%12%17%12%
Xiaomi8%9%9%6%8%
Oppo7%8%9%8%8%
vivo5%7%8%7%7%
Motorola2%2%3%2%3%
Others31%31%28%27%24%
Global Smartphone Shipments

2018

Q1

2018

Q2

2018

Q3

2018

Q4

2019

Q1

Samsung78.271.572.369.872.0
Huawei#39.354.252.059.759.1
Apple52.241.346.965.942.0
Xiaomi28.132.033.325.627.8
Oppo24.229.633.931.325.7
vivo18.926.530.526.523.9
Motorola7.68.310.69.58.9
Others113.1100.9100.4106.481.6

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

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.
  •  
Brands

2017

Q4

2018

Q1

2018

Q2

2018

Q3

2018

Q4

Samsung18%22%20%19%18%
Apple18%14%11%12%17%
Huawei10%11%15%14%15%
Oppo7%7%8%9%8%
vivo6%5%7%8%7%
Xiaomi7%8%9%9%6%
Motorola3%2%2%3%2%
Others31%31%28%26%27%

 

Brands

2017

Q4

2018

Q1

2018

Q2

2018

Q3

2018

Q4

Samsung74.478.271.572.369.8
Apple77.352.241.346.965.9
Huawei41.039.354.252.059.7
Oppo30.724.229.633.931.3
vivo24.018.926.530.526.5
Xiaomi31.028.132.033.325.6
Motorola10.97.68.310.69.5
Others134.8113.1100.9100.4106.4

*Ranking is according to the 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.
Brands

2017

Q3

2017

Q4

2018

Q1

2018

Q2

2018

Q3

Samsung21%18%22%20%19%
Huawei10%10%11%15%14%
Apple12%18%14%11%12%
Oppo8%7%7%8%9%
Xiaomi7%7%8%9%9%
vivo7%6%5%7%8%
Motorola3%3%2%2%3%
Others32%31%31%28%26%
Global Smartphone Shipments

2017

Q3

2017

Q4

2018

Q1

2018

Q2

2018

Q3

Samsung83.374.478.271.572.3
Huawei39.141.039.354.252.0
Apple46.777.352.241.346.9
Oppo32.530.724.229.633.9
Xiaomi28.531.028.132.033.3
vivo28.624.018.926.530.5
Motorola12.510.97.68.310.6
Others127.6134.8113.1101.0100.4

*Ranking is according to the 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.
Brands

2017

Q2

2017

Q3

2017

Q4

2018

Q1

2018

Q2

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

2017

Q2

2017

Q3

2017

Q4

2018

Q1

2018

Q2

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
Others113.9126.3131.8109.399.5

*Ranking is according to the 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.
  •  
Brands

2017

Q1

2017

Q2

2017

Q3

2017

Q4

2018

Q1

Samsung22%22%21%18%22%
Apple14%11%12%18%14%
Huawei9%11%10%10%11%
Xiaomi4%6%7%7%8%
Oppo7%8%8%7%7%
vivo6%7%7%6%5%
LG4%4%3%3%3%
ZTE4%3%2%2%2%
Others30%28%30%29%28%
Brands

2017

Q1

2017

Q2

2017

Q3

2017

Q4

2018

Q1

Samsung80.080.483.374.478.2
Apple50.841.046.777.352.2
Huawei34.638.539.141.039.3
Xiaomi13.423.128.531.028.1
Oppo26.130.532.530.724.2
vivo22.824.828.624.018.9
LG14.813.313.913.911.4
ZTE13.312.29.89.47.1
Others115.4101.8116.5122.5102.2

*Ranking is according to the latest quarter.

Global Smartwatch Shipments Market Share (Q3 2022 – Q4 2023)

Access our quarterly data for global smartwatch shipments market share. This data covers last six quarters.

Counterpoint Quarterly

Wearables Q4 2023

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Global Smartwatch Shipments Market Share Quarterly

Published Date: Feb 18, 2024

Global-Smartwatch-Market-Q4-2023

Note: Rankings provided are based on the standings for each quarter. The chart includes the top three brands and “others” for each quarter.

Source: Global Smartwatch Shipments by Model Quarterly Tracker

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Global Smartwatch Shipments Market Share (Q3 2022 – Q4 2023)
BrandsQ3 2022BrandsQ4 2022BrandsQ1 2023BrandsQ2 2023BrandsQ3 2023BrandsQ4 2023
Apple22%Apple37%Apple26%Apple22%Apple22%Apple31%
Samsung12%Samsung9%Samsung9%Huawei10%Fire Boltt10%Huawei10%
Noise9%Huawei7%Fire Boltt9%Noise10%Huawei9%Fire Boltt8%
Others57%Others47%Others56%Others58%Others59%Others51%

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Highlights:

• Global smartwatch shipments increased 6% YoY in Q4 2023.

• Among the top 10 brands in Q4 2023, Xiaomi, BBK (Imoo) and Fire-Boltt registered the fastest YoY growth. HONOR also witnessed high growth, driven by its shipments in China’s market.

• India’s market witnessed the highest growth of 43% YoY, driven by top local brands Fire-Boltt, Noise and boAt.

• In the North American market, the HLOS share reached the highest ever at 91%, driven by Apple, Samsung and Garmin.

*Data on this page is updated every quarter

This data represents the global smartwatch market share by quarter (from 2020-2023) by top brands.

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.

We also have a detailed smartwatch shipments model tracker available for subscribing clients:

Global Smartwatch Market Analysis, Q4 2023

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Published Date: February 2024

This report analyses the shipments of smartwatches splitting them by device types, price bands, regions and OEMs. It also includes model and specs level analysis with OS, chipset and display split. This is a robust quarterly report with fact-based deep analysis that covers multiple dimensions and will help players across the smartwatch value chain to holistically analyze the current state of the global smartwatch market and plan ahead of competition.

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

Analyze the quarterly data and market insights of the global smartphone market share to track the growth or decline of brands over the past eight years.

Counterpoint Quarterly

Smartphones Q1 2024

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Global Smartphone Shipments Share Last Eight Years of Winners & Losers

Published Date: Feb 18, 2024

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Global-Smartphone-Shipments-Share-–-Last-Eight-Years-of-Winners-&-Losers-2023

Source: Counterpoint Research Market Monitor Service

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• The global smartphone market grew by 7% YoY to reach 323.2 million units in Q4 2023.
• Apple grew by 2% YoY, overtaking Samsung for the top spot in Q4 2023.
• Samsung, meanwhile, declined by 9% YoY losing share to Apple in the premium segment, to Chinese OEMs such as Xiaomi in the mid-tier segment and to Transsion brands in the entry-level.
• Samsung, nevertheless, retained the spot as the world's top smartphone player annually, shipping the most number of smartphones in 2023.
• Among the top five smartphone brands, Xiaomi grew the most by 23% YoY to 40.7 million units in Q4 2023.

Brand20162017201820192020202120222023
Samsung20%20%19%20%19%20%21%19%
Apple14%14%14%13%15%17%19%19%
Xiaomi4%6%8%8%11%14%12%12%
OPPO*6%8%8%9%9%11%10%9%
vivo5%6%7%8%8%9%8%8%
Others51%46%44%42%38%29%30%33%

*OPPO includes OnePlus since Q3 2021

Ranking is according to the latest quarter. A repository of annual data for global smartphone shipments share. Data on this page is updated every year.

This data is a part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry. 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.

The global smartphone market share numbers are from:

MOBILE DEVICES MONITOR – Q4 2023 (Vendor Region Countries)

Excel File

Published Date: November 2023

This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

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Global Smartphone Shipments 2011 – 2023

Explore comprehensive annual shipment data and market insights for the global smartphone market from 2011 onwards.

Counterpoint Quarterly

Smartphones Q1 2024

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Global Smartphone Shipments 2011 – 2023

Published Date: Feb 18, 2023

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Global-Smartphone-Shipments-2011-2023

Source: Counterpoint Research Market Monitor Service

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• The global smartphone market has grown significantly over the years, but the growth has slowed down in recent years. The global smartphone market grew by 7% YoY to reach 323.2 million units in Q4 2023.

• Apple grew by 2% YoY, overtaking Samsung for the top spot in Q4 2023.

• Samsung, nevertheless, retained the spot as the world's top smartphone player annually, shipping the most number of smartphones in 2023.

Click here to read about the global smartphone market in Q4 2023.

Year2011201220132014201520162017201820192020202120222023
Global Smartphone Shipments (In Mn)5217411,0491,3181,4621,5191,5661,5051,4791,3311,3911,2251,171

*A repository of annual data for global smartphone shipments. Data on this page is updated every year.

This data is a part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry. 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.

The global smartphone market share numbers are from:

MOBILE DEVICES MONITOR – Q4 2023 (Vendor Region Countries)

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Published Date: November 2023

This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

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India Smartphone Market Share: Quarterly

Access quarterly data and market insights showcasing India’s smartphone market share, spanning from Q1 2018. 

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India Smartphone Shipments Market Data (Q3 2022 – Q4 2023)

Published Date: Feb 1, 2023

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• India’s smartphone shipments grew by 25% YoY in Q4 2023 (October-December).
• With an 18% share, Xiaomi regained the top spot for the first time after Q3 2022.
• vivo maintained the second spot in Q4 and led the affordable premium segment (INR 30,000-INR 45,000).
• 5G contribution reached 61% due to various 5G launches in the INR 10,000-INR 15,000 segment. Within 5G shipments, the INR 10,000-INR 15,000 price band contributed the highest at 24%.
• The ultra-premium segment (>INR 45,000) grew by 51%, with Apple leading the segment with a 71% share.
• Among the top five brands, realme was the fastest-growing brand with a 69% YoY increase.

Click here to read about India smartphone market in Q4 2023.

BrandsQ3 2022Q4 2022Q1 2023Q2 2023Q3 2023Q4 2023
Xiaomi21%18%16%15%17%18%
vivo14%18%17%17%16%17%
Samsung19%20%20%18%17%17%
realme14%8%9%12%14%11%
OPPO10%11%12%11%10%10%
Others22%25%26%27%26%27%

*Ranking is according to the latest quarter.

#A repository of quarterly data for the India smartphone market share. Data on this page is updated every quarter.

This data is a part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

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.

The global smartphone market share numbers are from:

MARKET MONITOR SERVICE – Q4 2023

Excel File

PDF File

This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

Read more
Contact us

Recommended Reads:

India Smartphone Shipments Market Data (Q2 2022 – Q3 2023)

Published Date: Nov 10, 2023

• India’s smartphone shipments remained flat in Q3 2023 (July-September) even as Apple recorded its highest ever quarterly shipments during the period.

• In Q3 2023, the share of 5G smartphone shipments reached 53%. The main growth driver was OEMs pushing multiple launches in the INR 10,000-INR 15,000 (~$120-$180) segment.

• With a 17.2% share, Samsung remained the market leader for the fourth consecutive quarter.

• Experiencing a high-growth phase in India, Apple recorded 34% YoY growth. Q3 2023 also marked the best quarter for Apple’s shipments in the country, which crossed 2.5 million units.

• vivo was the fastest growing brand among the top five, registering 11% YoY growth

• In Q3 2023, OEMs focussed on launching new devices and filling in channels to prepare for the festive season ahead.

Click here to read about India smartphone market in Q3 2023.

BrandsQ2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Samsung18%19%20%20%18%17%
Xiaomi19%21%18%16%15%17%
vivo17%14%18%17%17%16%
realme16%14%8%9%12%14%
OPPO11%10%11%12%11%10%
Others19%22%25%26%27%26%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2022 – Q2 2023)

Published Date: Aug 17, 2023

• India’s smartphone shipments declined 3% YoY in Q2 2023 (April-July). Though it was the fourth consecutive declining quarter, the magnitude of the decline reduced considerably.

• 5G smartphones’ contribution to total smartphone shipments reached a record of 50%.

• With an 18% share, Samsung led India’s smartphone market for the third consecutive quarter. It was also the top 5G brand.

• vivo maintained its second position. It was the only brand among the top five to experience YoY growth.

• Samsung surpassed Apple to become the top premium segment (>INR 30,000 or ~ $366) brand. Apple continued to lead the ultra-premium segment (>INR 45,000 or ~$549) with a 59% share.

• OnePlus was the fastest growing brand with 68% YoY growth, followed by Apple with 56% YoY growth.

Click here to read about India smartphone market in Q2 2023.

BrandsQ1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023
Samsung20%18%19%20%20%18%
vivo15%17%14%18%17%17%
Xiaomi23%19%21%18%16%15%
realme16%16%14%8%9%12%
OPPO9%11%10%11%12%11%
Others17%19%22%25%26%27%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q4 2021 – Q1 2023)

• Q1 2023 (January-March) was the third consecutive quarter to see a decline in India’s smartphone shipments.

• 5G smartphones’ contribution to total smartphone shipments reached a record of 43%.

• With a 20% share, Samsung led the Indian smartphone market for the second consecutive quarter. It was also the top 5G brand.

• vivo captured the second spot and became the leading brand in the affordable premium segment (INR 30,000-INR 45,000, ~$370-$550)

• Apple continued to lead the premium and ultra-premium segments, with strong growth in offline channels.

• OnePlus was the fastest growing brand, followed by Apple. 5G smartphones in India captured a 32% share in 2022. Samsung became the top-selling 5G brand in 2022 with a 21% share.

Click here to read about India smartphone market in Q1 2023.

BrandsQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023
Samsung16%20%18%19%20%20%
vivo13%15%17%14%18%17%
Xiaomi21%23%19%21%18%16%
OPPO9%9%11%10%11%12%
realme17%16%16%14%8%9%
Others24%17%19%22%25%26%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q3 2021 – Q4 2022)

  • Smartphone market in India declined 9% YoY to reach shipments over 152 million units in 2022.
  • The premium segment (>INR 30,000 or ~$365) contributed 11% to shipments and 35% to market revenue in 2022, the highest ever.
  • Samsung emerged as the leading brand in Q4 2022. Also, Samsung led the market in 2022 in terms of shipment value share with a 22% share, followed by Apple.
  • In 2022, Xiaomi market share in India, however, in terms of shipment volume, was 20%. Closely following, Samsung market share in India during that same period was 19%.
  • In Q4 2022, Samsung led the market, in terms of shipment volume, with a market share of 20%. Xiaomi slipped to third position in Q4 2022.
  • vivo market share in India in Q4 2022 was 18% helping it capture second spot in terms of shipment volumes.
  • 5G smartphones in India captured a 32% share in 2022. Samsung became the top-selling 5G brand in 2022 with a 21% share.
  • Apple continued to lead the premium smartphone segment, with the iPhone 13 emerging as the top-selling model.

Click here to read about India smartphone market in Q4 2022.

India Smartphone Market Share (%)
BrandsQ3 2021Q4 2021Q1  2022Q2 2022Q3 2022Q4 2022
Samsung17%16%20%18%19%20%
Xiaomi23%21%23%19%21%18%
vivo15%13%15%17%14%18%
OPPO10%9%9%11%10%11%
realme15%17%16%16%14%8%
Others20%24%17%19%22%25%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2021 – Q3 2022)

  • India’s smartphone shipments declined 11% YoY in Q3 2022 to reach over 45 million units
  • Xiaomi led the market with a 21% shipment share, closely followed by Samsung.
  • One in three smartphones shipped during the quarter was a 5G smartphone. Samsung led the 5G smartphone segment with a 20% share, closely followed by OnePlus and vivo.
  • Apple led the premium smartphone segment, followed by Samsung.
  • For the first time ever, an iPhone (iPhone 13) topped the overall India smartphone quarterly shipment rankings.

Click here to read about India smartphone market in Q3 2022.

BrandsQ2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022
Xiaomi28%23%21%23%19%21%
Samsung18%17%16%20%18%19%
realme15%15%17%16%16%14%
vivo15%15%13%15%17%14%
OPPO10%10%9%9%11%10%
Others14%20%24%17%19%22%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2021 – Q2 2022)

  • India’s smartphone shipments grew 9% YoY but fell 5% QoQ to reach almost 37 million units in Q2 2022 (April-June)
  • Xiaomi led the market in Q2 2022 with a 19% shipment share, closely followed by Samsung.
  • India’s smartphone installed base crossed 600 million during the quarter.
  • 5G smartphones contributed to 29% of overall shipments. Samsung led the 5G smartphone segment with a 25% share, followed by vivo and OnePlus.
  • Three out of the top five smartphone models in Q2 2022 were from realme.
  • Samsung led the premium smartphone market (>INR 30,000), closely followed by Apple.

Click here to read about India smartphone market in Q2 2022.

Brands Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022
Xiaomi26%28%23%21%23%19%
Samsung20%18%17%16%20%19%
vivo16%15%15%13%15%17%
realme11%15%15%17%16%16%
OPPO11%10%10%9%9%11%
Others16%14%20%24%17%18%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q4 2020 – Q1 2022)

  • India’s smartphone shipments declined 1% YoY to reach over 38 million units in Q1 2022
  • Xiaomi led the market in Q1 2022 (January-March) with a 23% shipment share. The brand reached its highest ever retail ASP, registering 24% YoY growth
  • Samsung captured the second spot and was the top 5G smartphone brand in Q1 2022. The brand also led the affordable premium (INR 30,000- INR 45,000) segment.
  • Among the top five brands, realme was the fastest growing and captured the third spot.
  • OnePlus’ Nord CE 2 5G was the top 5G smartphone model in Q1 2022
  • Apple led the premium smartphone market (>INR 30,000) followed by Samsung.

Click here to read about India smartphone market in Q1 2022.

BrandsQ4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022
Xiaomi26%26%28%23%21%23%
Samsung20%20%18%17%16%20%
realme11%11%15%15%17%16%
vivo15%16%15%15%13%15%
OPPO10%11%10%10%9%9%
Others18%16%14%20%24%17%

**Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q3 2020 – Q4 2021)

  • India’s smartphone market revenue crossed $38 billion in 2021 with 27% YoY growth.
  • Xiaomi led the market with a 24% shipment share. The brand also reached its highest ever share in the premium segment (>INR 30,000, ~$400) with 258% YoY growth.
  • Samsung registered its highest ever retail ASP in 2021. The brand led the INR 20,000-INR 45,000 (~$267-$600) price segment with a 28% share.
  • OnePlus registered its highest ever shipments in India in 2021 and led the affordable premium segment (INR 30,000-INR 45,000, ~$400-$600).
  • 5G shipments registered 555% YoY growth in 2021. vivo led the 5G smartphone shipments in 2021 with a 19% share.
  • Among the top five brands in 2021, realme was the fastest growing brand. It captured the second position in Q4 2021 for the first time.
  •  
BrandsQ3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021
Xiaomi23%26%26%28%23%21%
realme15%11%11%15%15%17%
Samsung24%20%20%18%17%16%
vivo16%15%16%15%15%13%
OPPO10%10%11%10%10%9%
Others12%17%16%14%21%24%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2020 – Q3 2021)

  • Xiaomi led the market in Q3 2021 with a 22% shipment share. Three out of the top five models during the quarter were from Xiaomi
  • Samsung led the mid-to upper-tier price segment (INR 10,000 – INR 30,000) with a 22% market share.
  • OnePlus registered its highest ever shipments in India. Nord series cumulative shipments crossed 3 million units.
  • 5G smartphone shipments crossed the 10-million mark for the first time, vivo leads.
  • realme led the 5G segment in the sub-INR 20,000 price tier with the highest ever shipments.
  • Apple led the premium segment (>INR 30,000) with 45% share.
BrandsQ2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021
Xiaomi29%23%26%26%28%23%
Samsung26%24%20%20%18%17%
vivo17%16%15%16%15%15%
realme11%15%11%11%15%15%
OPPO9%10%10%11%10%10%
Others8%12%18%16%14%20%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2020 – Q2 2021)

  • India’s smartphone market registered its highest ever shipments in H1 2021.
  • Xiaomi led the market in Q2 2021 with a 28% shipment share. The brand registered its highest-ever ASP (average selling price) in a single quarter due to the strong performance of the Mi 11 series.
  • Samsung captured the second spot with an 18% share while vivo captured the third spot with a 15% share.
  • realme became the fastest brand to reach 50 million cumulative smartphone shipments in India.
  • OnePlus led the premium market (>INR 30,000) with a 34% share.
  •  
Brands2020 Q12020 Q22020 Q32020 Q42021 Q12021 Q2
Xiaomi31%29%23%26%26%28%
Samsung16%26%24%20%20%18%
vivo17%17%16%15%16%15%
realme14%11%15%11%11%15%
OPPO12%9%10%10%11%10%
Others10%8%12%18%16%14%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q4 2019 – Q1 2021)

  • India’s smartphone shipments grew 23% YoY to reach over 38 million units in Q1 2021. These were the highest ever first-quarter shipments.
  • New product launches, promotions and financial schemes, as well as pent-up demand coming from 2020, drove the smartphone market in Q1 2021.
  • Xiaomi led the market in Q1 2021 with a 26% shipment share. Five out of the top 10 smartphone models in the country were from Xiaomi.
  • Among the top five brands, Samsung grew the highest at 52% YoY.
  • OnePlus led the 5G smartphone shipments with a 33% share.
  • realme had the cheapest 5G offering in Q1 2021.
  •  
Brands2019 Q42020 Q12020 Q22020 Q32020 Q42021 Q1
Xiaomi27%31%29%23%26%26%
Samsung18%16%26%24%20%20%
vivo21%17%17%16%15%16%
Realme8%14%11%15%11%11%
Oppo12%12%9%10%10%11%
Others14%10%8%12%18%16%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q3 2019 – Q4 2020)

  • The Indian smartphone market registered a modest 4% decline in the pandemic-hit year.
  • The market crossed 100 million units in the second half of 2020 for the first time ever.
  • Xiaomi led the market with a 26% shipment share in 2020, followed by Samsung at 21%.
  • Among the top five brands, realme grew the highest at 22% YoY in 2020.
  • Apple witnessed its best ever quarter in Q4 2020, selling more than 1.5 million units.
  •  
Brands2019 Q32019 Q42020 Q12020 Q22020 Q32020 Q4
Xiaomi26%27%30%29%23%26%
Samsung20%18%16%26%24%19%
vivo17%21%17%17%16%15%
Realme16%8%14%11%15%12%
Oppo8%12%12%9%10%10%
Others13%14%11%8%12%18%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2019 – Q3 2020)

  • The smartphone shipments registered 9% YoY growth to over 53 million units. This is the highest-ever shipment in a quarter for India
  • Samsung led the Indian smartphone market with 24% shipment share
  • Vivo and realme both grew at 4% YoY.
  • Transsion Group brands (Itel, Infinix and Tecno) regained their market share in Q3 2020, registering 73% YoY growth.
  •  
Brands2019

Q2

2019

Q3

2019

Q4

2020

Q1

2020

Q2

2020

Q3

Samsung25%20%18%16%26%24%
Xiaomi28%26%27%30%29%23%
Vivo11%17%21%17%17%16%
Realme9%16%8%14%11%15%
Oppo8%8%12%12%9%10%
Others19%13%14%11%8%12%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2019 – Q2 2020)

  • Pent-Up Smartphone Demand after April, May Lockdown Pushes the June 2020 Volumes to Pre-COVID Levels & the Smartphone User Base in India Beyond the Half a Billion Mark.
  • The smartphone market declined 51% YoY in Q2 2020 as April was a washout.
  • Xiaomi led the Indian Smartphone Market with a 29% shipment share.
  • Samsung recovered the fastest, capturing the second spot in the smartphone market with 26%. reaching its highest share in the past two years.
  • Online channel share reached the highest ever, contributing almost 45% of sales.
  • During the quarter the unique smartphone userbase surpassed 500 million.
  •  
Brands2019Q12019Q22019Q32019Q42020Q12020Q2
Xiaomi29%28%26%27%30%29%
Samsung23%25%20%18%16%26%
Vivo12%11%17%21%17%17%
Realme7%9%16%8%14%11%
Oppo7%8%8%12%12%9%
Others22%19%13%14%11%8%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2019 – Q1 2020)

  • Xiaomi leads the India smartphone market with a 6% YoY growth in Q1 2020 to reach its highest ever market share since Q1 2018.
  • Vivo grew 40% YoY in Q1 2020 driven by strong performance Y series models.
  • Samsung’s shipments were driven by its upgraded A and M series (A51, A20s, A30s, and M30s). Samsung managed to hold 3rd position in Q1 2020 due to launches across several price tiers, especially in the affordable premium segment (S10 Lite, Note 10 Lite).
  • realme grew 119% YoY in Q1 2020 driven by the newly launched 5i and C3.
  • OPPO shipments grew 83% in Q1 2020, due to demand for its budget segment devices, A5 2020 and A5s, as well as a good performance for the recently launched A31 and A9 2020 in the offline segment.
  • Transsion Group brands (Itel, Infinix, and Tecno) reached its highest ever market share in Q1 2020 registering 78% YoY growth.
  • OnePlus’ growing presence in the ultra-premium segment (>INR 45000, $600) will help it to expand within the same segment with its new 8 Pro series.
  • Apple grew a strong 78% YoY driven by strong shipments of iPhone 11 and multiple discounts on platforms like Flipkart and Amazon. In the ultra-premium segment (>INR 45000,~$600 ) it was the leading brand with a market share of 55%.
  • Poco debuted as an Independent brand, got off to a good start by capturing a 2% market share during its first entire month of operations in March 2020. It was also among the top five brands in the INR 15-20K (~$200-$260) price segment.
  • A GST hike was announced during the quarter which we expect will have an impact on OEMs margins and new launches. A strong dollar and the GST hike will be detrimental to the mobile industry. Due to the hike, most of the OEMs have already increased smartphone prices.
Brands2019 Q12019 Q22019 Q32019 Q42020 Q1
Xiaomi29%28%26%27%30%
Vivo12%11%17%21%17%
Samsung23%25%20%18%16%
Realme7%9%16%8%14%
Oppo7%8%8%12%12%
Others22%19%13%14%11%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q4 2018 – Q4 2019)

  • The India smartphone market grew 7% YoY in both Q4 2019 and in 2019 due to the expansion of Chinese brands with their aggressive pricing and promotional strategy.
  • Xiaomi grew 7% YoY in Q4 2019 and 5% YoY in 2019 driven by expansion in offline channels and the strong performance of its Redmi Note series.
  • Vivo grew 76% YoY in 2019 and 132% YoY in Q4 2019 driven good performance of its budget segment series.
  • Samsung shipments remained almost flat YoY in 4Q19, while it has shown a 5% YoY decline in 2019 as a whole. Samsung shipments were driven by its upgraded A and M series (A50s, A30s, M30s and A20s).
  • OPPO shipments almost doubled YoY in Q4 2019, due to demand for its budget segment device A5s and the good performance of its recently launched devices A9 2020 and A5 2020 in the offline segment.
  • realme grew 255% in India in 2019. The growth of realme was driven by an aggressive go-to-market strategy that involved launching several industry-first features with a strong design language. This is resonating well among young consumers seeking value-for-money devices. 
  • Transsion Group (Itel, Infinix, and Tecno) reached its highest ever market share in Q4 2019. Transsion remained strong in tier 3, tier 4 cities and rural India. Itel was the number one smartphone brand in the entry-level sub-INR 4,000 (US$ 60) price segment, while Tecno and Infinix showcased YoY growth in INR 6000-INR 10000 (US$ 86-US$ 142) segment by bringing aggressive features at lower price-points like 6.6-inch displays, 20:9 aspect ratio, 5000 mAH battery, etc.
  • Apple was one of the fastest-growing brands in Q4 2019 driven by multiple price cuts on its XR device, thanks to local manufacturing in India.
  •  
India Smartphone Market Share (%)

2018

Q4

2019

Q1

2019

Q2

2019

Q3

2019

Q4

Xiaomi27%29%28%26%27%
Vivo10%12%12%17%21%
Samsung20%24%25%20%19%
Oppo7%7%8%8%12%
Realme8%7%9%16%8%
Others28%21%18%13%13%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q3 2018 – Q3 2019)

  • Xiaomi recorded in highest ever shipments with a 26% share. Its shipments grew 7% YoY driven by good performance of its models in the online segment.
  • Samsung shipments declined by 4% YoY,however, it has shown 3% growth QoQ driven by its budget segment device Galaxy A2 Core and its upgraded A series and M series (A30s, M30s, A10s, A50s and M10s).
  • Vivo reached its highest ever share in the India smartphone market driven by good performance of its mid-segment series (vivo S1 and Y17) and increased focus towards the online segment with its recently launched devices U10, Z1X and Z1 Pro.
  • Realme also recorded its highest ever shipments and is the fastest growing brand registering a 6X growth as compared to last year when it entered the Indian market.
  • OPPO grew 12% YoY, due to demand for its budget segment device A5s and steady performance of its F11 series.
  •  
Brands2018

Q3

2018

Q4

2019

Q1

2019

Q2

2019

Q3

Xiaomi27%27%29%28%26%
Samsung23%20%24%25%20%
Vivo10%10%12%12%17%
Realme3%8%7%9%16%
Oppo8%7%7%8%8%
Others29%28%21%18%13%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2018 – Q2 2019)

  • Xiaomi captured the top spot in Q2 2019 with a 28% share. Its shipments grew 6% YoY driven by portfolio expansion and aggressive offline expansion in the budget segment.
  • Samsung shipments declined by 7% YoY, however, it has shown 30% growth QoQ driven by refreshed A series and M series, price cuts of older J series and higher channel incentives during IPL season.
  • OPPO declined 3% YoY, however it has shown 53% QoQ growth due to new launches, consistent performance of its F11 series and increased shipments towards the budget segment (A5s and A1K).
  • This is the third consecutive quarter that Realme has been within the top 5 brands driven by strong performance of Realme C2 and Realme 3 Pro and various discount offers rolled out on online platforms.
  • Huawei’s trade ban also impacted India market as its shipments declined YoY, However, the brand continues to be in the top ten smartphone brands category.
  •  
Brands 2018

Q2

2018

Q3

2018

Q4

2019

Q1

2019

Q2

Xiaomi28%27%27%29%28%
Samsung28%23%20%24%25%
Vivo12%10%10%12%12%
Realme1%3%8%7%9%
Oppo9%8%7%7%8%
Others22%29%28%21%18%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2018 – Q1 2019)

  • The market share of Chinese brands in the Indian smartphone market reached a record 66% during Q1 2019.
  • Xiaomi remained the smartphone market leader in Q1 2019 with a 29% share, though its shipments declined by 2% YoY.
  • Samsung’s recorded a strong sell-in of premium Galaxy S10 series which drove overall ASP for Samsung.
  • Volumes for the Chinese brands grew 20% year-on-year (YoY) mainly due to the growth of Vivo, Realme, and OPPO.
  •  
Brands2018Q12018Q22018Q32018Q42019Q1
Xiaomi31%28%27%27%29%
Samsung26%28%23%20%24%
vivo6%12%10%10%12%
Realme–1%3%8%7%
Oppo6%9%8%7%7%
Others31%22%29%28%21%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q4 2017 – Q4 2018)

  • India’s overall mobile phone shipments grew 11% and smartphone shipments grew 10% with feature phones growing faster (11%) than smartphones during 2018
  • In terms of revenue, the market grew even faster with a growth rate of 19% during the year with Samsung, Xiaomi, vivo, OPPO and Apple being the market leaders by revenue.
  • Jio was the overall market leader across all handset types in 2018, with a market share of 21%.
  • Samsung has been holding the pole position by shipments in the smartphone market since 2012 when it dethroned Nokia. It was also the category leader in feature phones since 2015.
  •  
Brands2017Q42018Q12018Q22018Q32018Q4
Xiaomi25%31%28%27%27%
Samsung23%26%28%23%20%
vivo6%6%12%10%10%
Oppo6%6%9%8%7%
Micromax5%3%1%9%5%
Others35%28%22%23%31%

**Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q3 2017 – Q3 2018)

  • Smartphone segment contributed to half of the total handset market during Q3 2018.
  • Top five brands captured 77% share of the total smartphone market during the quarter.
  • In the smartphone segment, Xiaomi recorded its highest ever shipments in India in a single quarter driven by the new Redmi 6 series and expansion in offline channels.
  • Samsung record shipments were driven by J series. Demand for J6 and J8 remained strong. Apart from this it also launched the Android Go edition, Galaxy J2 core, giving it a much-needed offering in the sub $100 segment.
Brands2017Q32017Q42018Q12018Q22018Q3
Xiaomi22%25%31%28%27%
Samsung23%23%26%28%23%
vivo9%6%6%12%10%
Micromax6%5%3%1%9%
Oppo8%6%6%9%8%
Others32%35%28%22%23%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2017 – Q2 2018)

  • Smartphone segment contributed to half of the total handset market during Q2 2018.
  • Top five brands captured a record 82% share of the total smartphone market during the quarter
  • Apple had a slow quarter as it underwent changes in its distribution strategy. Apart from this, its domestic assembling is yet to pick-up pace, which means the Cupertino giant is still relying on imports for its sales in India.
  • Xiaomi recorded its highest ever shipments in India during Q2 2018. The growth can be attributed to its strong product and supply chain strategy that has allowed it to launch products with a longer shelf-life than its competitors and that too in the important sub INR 10000 (<US$150) segment.
  •  
Brands2017Q22017Q32017Q42018Q12018Q2
Samsung23%23%23%26%28%
Xiaomi16%22%25%31%28%
vivo13%9%6%6%12%
Oppo10%8%6%6%9%
Huawei1%1%1%3%3%
Others37%37%39%28%20%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2017 – Q1 2018)

  • The Indian mobile phone market grew by 48% YoY in Q1 2018 driven by strong demand from the featurephone segment. The smartphone market remained flat YoY.
  • The performance of Chinese brands remained strong, accounting for 57% of the total smartphone market in Q1 2018, up from 53% during Q1 2017. This is the highest ever contribution by Chinese players in the Indian smartphone market.
  • Huawei’s Honor brand captured the fifth position for the first time ever, in the Indian smartphone market due to the strong performance of Honor 9 Lite and Honor 7X across online channels.
Brands2017Q12017Q22017Q32017Q42018Q1
Xiaomi13%16%22%25%31%
Samsung27%23%23%23%26%
vivo12%13%9%6%6%
Oppo10%10%8%6%6%
Huawei1%1%1%1%3%
Others37%37%37%39%28%

*Ranking is according to the latest quarter.

India Smartphone Share: 2016 Q1 – 2017 Q3

india smartphone share q3

  • India mobile handset and smartphone market grew by 6% & 18% YoY driven by strong pre-Diwali shipments.
  • Featurephone segment declined 4% YoY but grew 22% QoQ driven by sub-USD15 (INR1,000) devices as well as entry of Jiophone and Nokia branded phones in the market during Q3
  • Chinese brands performance remained strong and contributed to more than half of the total smartphone shipments. It is their third consecutive quarter when their market share is well over 50% after they took over local players in 2H 2016.
  • Xiaomi, iTel, Oppo, Vivo & OnePlus were the fastest growing smartphone brands during Q3
India Smartphone Shipments Market Share (%) 2016Q1 2016Q2 2016Q3 2016Q4 2017Q1 2017Q2 2017Q3
Samsung 29% 26% 22% 24% 27% 23% 23%
Xiaomi 4% 4% 6% 9% 13% 16% 22%
vivo 1% 4% 5% 10% 12% 13% 9%
Oppo 2% 3% 4% 8% 10% 10% 8%
Micromax 17% 14% 10% 5% 5% 5% 6%
Motorola 2% 2% 3% 3% 3% 4% 4%
others 45% 47% 50% 41% 29% 29% 28%

US Market Smartphone Share 2016 – 2017 Q3

usa smartphone share q3

  • The competition for the top spot in the US market between Apple and Samsung has heated up in 2017
  • There are two battles happening: a flagship battle between Apple and Samsung and a mid-tier battle between ZTE and LG
  • Chinese brands are finding  it hard to enter the US market. ZTE is the only Chinese brand till now that has successfully entered the US market.

NAM Smartphone Share (%)

NAM Smartphone Share (%) 2016Q1 2016Q2 2016Q3 2016Q4 2017Q1 2017Q2 2017Q3
Samsung 29% 30% 26% 20% 23% 32% 23%
Apple 33% 30% 34% 39% 33% 29% 33%
LG 14% 14% 13% 12% 18% 15% 18%
ZTE 7% 9% 8% 10% 10% 11% 12%
Alcatel 5% 5% 8% 7% 6% 5% 4%
Motorola 3% 3% 3% 3% 3% 2% 5%
Others 10% 9% 8% 9% 8% 6% 5%

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