2023 Global Smartphone Shipments to Hit Lowest Level in Almost a Decade

Global smartphone shipments in 2023 are expected to shrink by 5% YoY to reach 1.2 billion.
However, the shipments are expected to increase by 3% YoY in Q4 2023.
The iPhone 15 Pro series’ share in the overall iPhone 15 series is projected to increase to 65% in Q4 2023.
India will become Apple’s new growth focus, but the brand’s underperformance in China will hinder its growth in 2024.

London, San Diego, Seoul, New Delhi, Beijing, Buenos Aires, Hong Kong – November 30, 2023

Global smartphone shipments in 2023 are projected to decline 5% YoY to reach 1.2 billion, the lowest level in almost a decade, according to Counterpoint Research’s Smartphone 360 Global Smartphone Shipment Forecast. However, the shipments are expected to increase by 3% YoY in Q4 2023 to reach 312 million units.

North America (NAM) and Europe’s shipments are expected to remain stagnant. But China and emerging markets such as the Middle East and Africa (MEA) and India have managed to break out from their declines and will recover to become the new drivers of growth in the smartphone market from Q4 2023 onwards.

Apple, the usual market leader in Q4 with its newly launched series, is expected to record a volume decline of 3% YoY in Q4 2023, mainly due to Huawei’s aggressive expansion in China and prolonged delay in smartphone upgrades in Japan. However, Apple will try to offset the underperformance in volume terms by growing in value terms with a better product mix. In Q4 2022, the shipment share of the iPhone 14 Pro series in the entire iPhone 14 series was 61%. In Q4 2023, however, the iPhone 15 Pro series’ portion in the iPhone 15 series is projected to increase to 65%.

Global Smartphone Market Shipments, 2013-2024F

Source: Counterpoint Research

After destocking efforts end with a relatively healthy inventory by the year-end, smartphone shipments in 2024 are projected to grow by 3% YoY. We can also expect a recovery focused on emerging markets, backed by increasing consumer confidence and improving macroeconomic conditions.

Apple will be just in line with the market growth in 2024 while facing pressures in its traditional markets. The retention of high interest rates in the US, which hit consumer spending, and intensifying competition in China’s premium smartphone market, mainly due to Huawei, are expected to hinder Apple’s growth throughout 2024.

Huawei, driven by its newly launched Mate 60 5G series and older P-series 4G devices, recorded an enormous success in Q3 2023. Assuming that Huawei can expand the production of its Kirin SoCs via partnerships, the brand is expected to continue to grow 37% YoY in 2024.

Associate Director Liz Lee said, “India, maintaining its momentum for premiumization, is expected to become Apple’s new growth focus. Apple’s India shipments are predicted to grow 23% YoY in 2024. However, due to its underperformance against Huawei in China, Apple’s global market share will unavoidably decline slightly YoY in Q4 2023 and across 2024.”

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

press(at)counterpointresearch.com

Samsung Smartphones to Dominate 42 Countries in 2023 vs 46 in 2022

Samsung lost ground in six countries due to competition from Xiaomi, TECNO, realme, and Apple.
Samsung to capture the top spot in two new nations this year – India and Malaysia.
The brand increased market share in India with its multifaceted distribution strategy.

Samsung is projected to secure the leadership position in terms of market share in 42 countries in 2023, down from the 46 it dominated a year ago, according to Counterpoint Research’s Quarterly Market Monitor report. The current analysis, which includes a total of 74 nations, indicates that while Samsung is expected to concede its leading position in six countries, including the Philippines, it will concurrently regain the top spot in two nations, India and Malaysia. Expressly, Samsung will be losing first rank in four countries this year.

Source: Counterpoint Research Market Monitor

The Philippines, Algeria, and Kuwait are among the six countries where Samsung is poised to lose its top position. Historically, the Philippines has been a robust market for Samsung, boasting a substantial share of shipments within Southeast Asia. However, the dynamics are shifting, especially with the fervent reception of the realme C55 model released during H1 2023. The model experienced significant popularity, even leading to a midnight sellout on ecommerce channels. This surge in momentum suggests a potential threat to Samsung’s top position throughout the latter half of the year.

Meanwhile, Apple is expected to surpass Samsung in Kuwait to take the top spot while TECNO is set to dethrone Samsung in Algeria. Apple’s expected rise to the top in Kuwait’s major GCC market is due to the popularity of the iPhone 14 Pro series in the $800 and above premium segment during H1 2023. Meanwhile, in Algeria, Samsung is set to lose its leading position due to TECNO’s competitive pricing strategies.

However, Samsung is poised to surpass Xiaomi and secure the top position in India and Malaysia this year. Samsung has been employing diverse strategies to capture the Indian market. Samsung is successfully implementing a multifaceted distribution strategy, with the Galaxy A series targeting offline channels, the F series focusing on the large online retailer Flipkart, and the M series being a key player on Amazon. Additionally, the premium lineup of the Galaxy S and Z series has been well-received in India, contributing to Samsung’s market share expansion.

Apple iPhone Market Share: 2007 to 2023

Published Date: November 24, 2023

A repository of annual and quarterly data for Apple iPhone market. This data is based on iPhone shipments by quarter that can help you understand the market scenario and Apple’s performance in the quarter.

Apple iPhone Shipments: Annual

Apple iPhone shipments (M units)
Year	2007	2008	2009	2010	2011	2012	2013	2014	2015	2016	2017	2018	2019	2020	2021	2022
Shipments	3.7	13.1	24.9	47.5	93	135.8	153.4	192.6	231.5	215.2	215.83	206.26	195.6	201.1	237.9	224.7

Apple iPhone Market Share: Annual

Apple iPhone market share
Year	2007	2008	2009	2010	2011	2012	2013	2014	2015	2016	2017	2018	2019	2020	2021	2022
Market Share	3%	9%	14%	15%	18%	18%	15%	15%	16%	14%	14%	14%	13%	15%	17%	18%

Apple iPhone Shipments: By Quarter

Apple iPhone Shipments (in Millions)
Quarter	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023
Shipments (in Mn)	48.0	81.5	59.0	46.5	49.2	70.0	58.0	45.3	48.9

Apple iPhone Market Share: By Quarter

Apple iPhone Shipments Market Share (%)
Quarter	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023
Shipments Market Share (in %)	14%	22%	18%	16%	16%	23%	21%	17%	16%

Source: Counterpoint Apple iPhone Shipments Market Tracker

Apple Market Share Analysis:

Apple took the second spot globally, with smartphone shipments growing by 8% QoQ while declining 1% YoY, to 49 million units in Q3 2023.
Apple captured 53% market in the US and 50% in Japan, becoming the top smartphone vendor in both these countries.

For a more detailed Apple iPhone shipments tracker, click below:

Apple iPhone Sell-in vs Sell-through and ASP Q1 2017 to Q3 2023

Counterpoint Research uniquely tracks both sell-in and sell-through of mobile handsets in the market, giving a broader perspective of the market dynamics. This report covers quarterly sell-in vs sell-through of Apple iPhone models along with average selling price (ASP). The report provides global iPhone shipment and sales by quarter helping clients to understand the demand/supply scenario for the individual models.

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.

Related Posts:

Global Smartphone Sales Share by Operating System

iOS vs Android Quarterly Market Share

Published Date: 23rd November 2023

The global smartphone OS landscape is dominated by Android and iOS, with a small presence of HarmonyOS. Android is the clear leader with a market share of 81% in Q3 2023. iOS has a market share of 16%. Showing promising growth, Huawei’s HarmonyOS has captured a 3% share.

Android is popular among smartphone brands due to its deep-rooted experience in software and its open-platform nature. This helps brands produce custom operating systems to meet the specific requirements and preferences of their target consumers. Android does not face any strong competition in the ecosystem outside of iOS.

iOS is strong in developed markets and has begun to gain momentum in emerging markets. Consumers in emerging markets are becoming more mature and willing to spend more to buy phones like iPhones, which have strong brand value.

HarmonyOS almost doubled its smartphone sales volume in Q3 2023 compared to Q3 2022. HarmonyOS is steadily increasing its market share due to the loyal user base of Huawei phones in China. Almost all of its sales are in China. HarmonyOS’ further success is uncertain as its acceptance by non-China consumers and other brands is challenging due to the lack of Google Mobile Services (GMS).

Global Share	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023
Android	78%	81%	83%	82%	76%	78%	81%	81%
iOS	21%	18%	16%	17%	22%	20%	17%	16%
Harmony	1%	1%	1%	1%	2%	2%	2%	3%
Total	100%	100%	100%	100%	100%	100%	100%	100%

China Share	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023
Android	74%	79%	80%	77%	68%	72%	72%	73%
iOS	23%	18%	15%	15%	24%	20%	17%	14%
Harmony	3%	3%	5%	8%	8%	8%	11%	13%
Total	100%	100%	100%	100%	100%	100%	100%	100%

USA Share	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023
Android	43%	52%	54%	50%	43%	48%	48%	45%
iOS	57%	48%	46%	50%	57%	52%	52%	55%
Total	100%	100%	100%	100%	100%	100%	100%	100%

India Share	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023
Android	95%	96%	97%	97%	94%	94%	95%	94%
iOS	5%	4%	3%	3%	6%	6%	5%	6%
Total	100%	100%	100%	100%	100%	100%	100%	100%

MEA Smartphone Shipments Grow Fastest Among All Regions in Q3

MEA smartphone shipments grew 23% YoY and 11% QoQ in Q3 2023 to reach their highest levels since the onset of the global economic crisis.
The feature phone-to-smartphone upgrade cycle observed in 2021 resumed in Q3 owing to improvements in macroeconomic conditions. The share of smartphones in total handset shipments reached 61%.
Samsung led the market but Xiaomi, TECNO and HONOR were the biggest gainers. Transsion Group brands captured over a third of total MEA smartphone shipments.
The wholesale average selling price of smartphones sold in the region continued to increase, with the price bands above $200 continuing to gain share.

London, Boston, Toronto, New Delhi, Hong Kong, Beijing, Taipei, Seoul – November 21, 2023

Smartphone shipments in the Middle East and Africa (MEA) region grew 23% YoY and 11% QoQ in Q3 2023, according to the latest research from Counterpoint’s Market Monitor Service. Many major markets recorded YoY improvements in their key macroeconomic indicators, like unemployment and inflation, which helped improve consumer sentiment during the quarter. This led to the resumption of the feature phone-to-smartphone upgrade cycle which was last observed driving the market in 2021. The smartphone share of total handset shipments rose to 61% in Q3 2023.

Commenting on the market’s performance, Research Analyst Ravyansh Yadav said, “The MEA region grew the fastest among all regions, building on the momentum from Q2 2023 as economies continued to recover. This also made OEMs aggressive in capturing demand. The market reached levels last observed in 2021, before the global macroeconomic crisis, from which many developed markets are still struggling to climb out. The MEA region has huge untapped potential, especially due to rapid digitalization and a rising services economy. The smartphone is becoming increasingly more essential in the region, a trend we observed nearly a decade ago in developed markets like North America, Europe and East Asia.”

Most major brands recorded YoY growth, rushing to fill channels with new launches to capitalize on the recovery in demand and the upcoming promotions season in Q4. Consequently, brands are likely sitting on some channel inventory going into Q4. Brands and channels are likely to host multiple promotional events through Q4, like the 11.11 and Black Friday sales in November hosted by major channels like eXtra and Jumia.

Samsung led the market, as shipments grew marginally YoY, with its 2023 A-series devices continuing to drive volumes. Samsung’s latest foldables outperformed their predecessors in the region, but volumes remained low.

HONOR was the fastest-growing top-10 brand, having increased marketing activities and improved device availability across channels over the past few quarters, largely in the Middle East and some African markets. HONOR made significant gains in South Africa in Q3, where it narrowly edged out Xiaomi for the #2 spot.

Xiaomi was aggressive with channel fills in the region throughout the quarter, likely in a bid to recapture share amid stiff competition from the regional stalwarts of Transsion Group. Xiaomi’s Redmi 12 and Note 12 series have been especially popular in the region, particularly in South Africa and Egypt.

TECNO was among the biggest gainers in Q3, benefitting from strong demand for its recent launches like the Spark 10, Pop 7 and Camon 20 series, particularly in Nigeria and other key markets in Africa. TECNO’s success has likely come at the expense of its sister brands Infinix and itel. While Infinix recorded YoY growth driven by multiple recent launches like the Hot 30 and Note 30 series, itel’s shipments declined YoY. While this is partly due to an ongoing shift in Transsion’s portfolio strategy, it also signals a broader market trend of demand moving to higher price tiers and consumer aspirations for better devices.

Commenting on the MEA smartphone market’s price trends, Senior Analyst Yang Wang said, “Consumers are increasingly opting for better devices, which have become more affordable owing to a rise in financing options. Apple has benefitted greatly from this, with its shipments steadily growing YoY over the past year. The wholesale average selling price (ASP) of smartphones sold in MEA has also grown 13% YoY, with the share of price bands above $200 continuing to increase. This trend is likely to continue as the MEA region, like many regions before, approaches maturity within the next decade driven by a rapidly rising digital economy.”

The MEA region represents the next big market opportunity for smartphone brands, as the feature phone-to-smartphone transition continues to drive demand. Furthermore, the market is expected to continue moving to higher price bands, eventually riding the premiumization wave seen in other markets across the world. While regional stalwarts like the Transsion Group brands and Samsung are likely to benefit most, there is an opportunity for new entrants as well as existing players in the market, as showcased by HONOR and Apple over the past few quarters. Brands with a streamlined and accessible portfolio, focus on building relationships with channel players and financial service providers, and strong distribution activities in the region are most likely to make gains as the MEA smartphone market continues to grow.

Counterpoint Research’s market-leading Market Monitor, Market Pulse and Model Sales services for mobile handsets are available for subscribing clients.

Feel free to contact us at press@counterpointresearch.com for questions regarding our in-depth research and insights.

You can also visit our Data Section (updated quarterly) to view the smartphone market share for World, USA, China and India.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

press(at)counterpointresearch.com

Europe Smartphone Shipments Decline 11% YoY in Q3 2023, Recovery Looks Distant

Europe’s smartphone shipments declined 11% YoY in Q3 2023.
Samsung touched its lowest Q3 shipments since 2011.
Apple captured a higher market share despite its lowest Q3 shipments since 2014.
HONOR was back in the top five after three years with strong growth in Western Europe.

London, New Delhi, Jakarta, Boston, Toronto, Beijing, Taipei, Seoul – November 20, 2023

Europe’s smartphone shipments declined 11% YoY in Q3 2023, according to the latest report from Counterpoint Research’s Market Monitor Service. Western Europe declined by 8%, indicating a slight recovery from the 14% decline in the previous quarter. However, Eastern Europe declined by 15% due to continued economic and geopolitical challenges.

Commenting on the overall market, Research Analyst Harshit Rastogi said, “Q3 2023 saw the lowest Q3 smartphone shipments since 2011. However, some OEMs have managed to gain a foothold in the market, such as Transsion brands TECNO and Infinix (particularly in Russia), while HONOR is doing well in Western Europe. Even as the market shares of top players remain the same, Chinese OEMs are switching ranks among themselves.”

Commenting on the outlook, Associate Director Jan Stryjak said, “While the market continued to decline, major launches like the iPhone 15 series and Samsung’s fifth-generation foldables softened the fall. The rate of decline is slowing and, while we aren’t holding out a return to growth just yet, we are optimistic about a strong end to the year in Q4. Economic conditions continue to be tough, though, and people are holding on to their devices for longer than ever. Therefore, we expect the market to remain muted for the foreseeable future.”

Market summary for Q3 2023

Samsung declined 15% YoY and reached its lowest Q3 shipments since 2011. The decline was mitigated by the launch of its new foldables, which received a warm reception in the region.
Apple reached its highest Q3 share at 24% despite declining by 3% YoY and touching its lowest Q3 shipments since 2014. The OEM will likely lead in the coming quarter owing to pent-up upgrade demand for the iPhone 15 series.
Xiaomi declined by 13% in Q3 2023 but remained the top player in Eastern Europe, capturing 35% of the market. The brand is also facing backlash in some Western European markets (like Finland) due to its continued presence in the Russian market.
HONOR was the only brand among the top five to grow YoY, inching closer to levels before its split from Huawei and entering the top five. The brand is likely to take market share from other Chinese OEMs (like OPPO).
Transsion brands TECNO and Infinix surged in the region, growing 192% and 518% respectively, with Russia being the primary market for both. In the coming quarters, the competition among the Chinese OEMs will intensify even as parallel imports sustain the market for Samsung and Apple.
OPPO’s uncertainties in the region were reflected in its shipments, which declined 23% YoY. However, Eastern Europe limited the brand’s regional decline with 27% growth. In the coming quarters, the brand will likely face more issues in Western Europe.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

press(at)counterpointresearch.com

Latest China Weekly Smartphone Sales Signals Market Recovery, Huawei Rally

Growth: China’s YoY smartphone sales growth for the first four weeks of October averaged 11%
Growth: WoW figures heading into 11.11 sales period highlight stronger momentum than 2022
Drivers: Huawei the standout brand, growing by over 90% during the four-week period
Drivers: More transparent and earlier promotions ahead of the 11.11 Singles Day sales event
Expectations: Positive momentum across both WoW and YoY

Beijing, Hong Kong, Seoul, Boston, New Delhi, London – November 14, 2023

China’s smartphone market is signalling a recovery with the first four weeks of October growing on average 11% YoY according to Counterpoint Research’s latest Smartphone 360 Weekly Tracker. Huawei has been the standout brand, accounting for the bulk of net adds share over the period.

“Whether it’s YoY or more short-term WoW, the numbers are suggesting a recovery. There’s some momentum building to be sure,” observes Mengmeng Zhang, senior analyst for China. “This is auspicious as we head into reporting season for the 11.11 sales period.”

China Weekly* Smartphone Sales, October

Source: Counterpoint Research Smartphone 360 Weekly Tracker, China.
*Based on first four weeks (Mon-Sun) in October.

With the launch of its new Kirin powered device, Huawei is making a resurgence. “The clear standout in October has been Huawei with its turnaround on the back of its Mate 60 series devices. Growth has been stellar with its new launch marketing and strong media coverage around its ‘Made in China’ chipset,” notes China analyst Archie Zhang. “Demand continues to be high double-digits and we’re also seeing a halo effect, with other models from the vendor performing well.”

China Smartphone Sales by Key Vendors, October*

Source: Counterpoint Research Smartphone 360 Weekly Tracker, China.
*Based on October full-month preliminary figures.

Production issues are a recurring theme this year, with both Huawei and Apple coming under pressure to deliver on new devices. The latter is experiencing some issues with specific color variants on the Pro Max, resulting in extended wait times and higher prices on some e-commerce platforms.

Huawei stock shortages are the result of much higher-than-expected demand and the resulting strain from its component supply chain and EMS providers. “Huawei’s ability to scale up to this new normal will be a major determinant not just for their own growth, but for the broader market,” states Ivan Lam, senior analyst for manufacturing. “How they managed the 11.11 period is Huawei’s first true test. Indicators are showing overall sales to be up but how much Huawei contributed to that outperformance is the tell for the rest of the quarter.”

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

press(at)counterpointresearch.com

Global Smartphone Market Share: Quarterly

Access quarterly data on global smartphone shipments and market share from Q1 2018 to Q3 2023.

Counterpoint Quarterly

Smartphones Q3 2023

Global Smartphone Shipments Market Data (Q4 2021 – Q3 2023)

Published Date: Nov 10, 2023

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Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

• 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.

Brands	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023
Samsung	19%	23%	21%	21%	19%	22%	20%	20%
Apple	22%	18%	16%	16%	23%	21%	17%	16%
OPPO*	9%	9%	10%	10%	10%	10%	10%	14%
Xiaomi	12%	12%	13%	13%	11%	11%	12%	14%
vivo	8%	8%	9%	9%	8%	7%	8%	7%
Others	30%	30%	31%	31%	29%	29%	33%	29%

Brands	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023
Samsung	69	74.5	62.5	64.3	58.3	60.6	53.5	59.4
Apple	81.5	59	46.5	49.2	70	58	45.3	48.9
OPPO*	33.9	30.9	28.2	29.5	29.6	28.4	28	42.1
Xiaomi	45	39	39.5	40.5	33.2	30.5	33.2	41.5
vivo	29.3	24.8	25.5	26	23.4	20.8	21.4	22.1
Others	112.7	98.1	92.3	92.4	89.4	81.9	86.6	85.8
Total	371.4	326.4	294.5	301.9	303.9	280.2	268	299.8

*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 – Q3 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.

China Smartphone Market Share: Quarterly

India Smartphone Market Share: Quarterly

Global Smartphone AP-SoC Market Share: Quarterly

Q2 2023 Global Smartphone Sales, Top 10 Best Sellers

Global Smartphone Shipments Market Data (Q3 2021 – Q2 2023)

Published Date: Aug 17, 2023

Our Q3 2023 global smartphone sell-through figures are now live as part of our September 2023 Market Pulse Preliminary data release.

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

• 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.

Brands	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023
Apple	14%	22%	18%	16%	16%	23%	21%	17%
Samsung	20%	19%	23%	21%	21%	19%	22%	20%
Xiaomi	13%	12%	12%	13%	13%	11%	11%	12%
OPPO*	11%	9%	9%	10%	10%	10%	10%	10%
vivo	10%	8%	8%	9%	9%	8%	7%	8%
Others	32%	30%	30%	31%	31%	29%	29%	33%

Brands	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023
Samsung	69.3	69.0	74.5	62.5	64.3	58.3	60.6	53.5
Apple	48.0	81.5	59.0	46.5	49.2	70.0	58.0	45.3
Xiaomi	44.4	45.0	39.0	39.5	40.5	33.2	30.5	33.2
OPPO*	38.1	33.9	30.9	28.2	29.5	29.6	28.4	28.0
vivo	33.7	29.3	24.8	25.5	26.0	23.4	20.8	21.4
Others	108.5	112.7	98.1	92.3	92.4	89.4	81.9	86.6
Total Market	342.0	371.4	326.4	294.5	301.9	303.9	280.2	268.0

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q1 2023 Highlights

Published Date: May 9, 2023

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)
Frequently asked question (FAQs):

• 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 (%)
Brands	Q2 2021	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023
Samsung	18%	20%	19%	23%	21%	21%	19%	22%
Apple	15%	14%	22%	18%	16%	16%	23%	21%
Xiaomi	16%	13%	12%	12%	13%	13%	11%	11%
OPPO*	10%	11%	9%	9%	10%	10%	10%	10%
vivo	10%	10%	8%	8%	9%	9%	8%	7%
Others	31%	32%	30%	30%	31%	31%	29%	29%

Brands	Q2 2021	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023
Samsung	57.6	69.3	69	74.5	62.5	64.3	58.3	60.6
Apple	48.9	48	81.5	59	46.5	49.2	70	58
Xiaomi	52.5	44.4	45	39	39.5	40.5	33.2	30.5
OPPO*	33.6	38.1	33.9	30.9	28.2	29.5	29.6	24
vivo	32.5	33.7	29.3	24.8	25.5	26	23.4	21.2
Others	98	108.5	112.7	98.1	92.3	92.4	89.4	85.9
Total Market	323.1	342	371.4	326.4	294.5	301.9	303.9	280.2

• 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

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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.

Brands	Q1 2021	Q2 2021	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022
Apple	59.5	48.9	48.0	81.5	59.0	46.5	49.2	70.0
Samsung	76.6	57.6	69.3	69.0	74.5	62.5	64.3	58.3
Xiaomi	48.5	52.5	44.4	45.0	39.0	39.5	40.5	33.2
OPPO*	38	33.6	38.1	33.9	30.9	28.2	29.5	29.6
vivo	35.5	32.5	33.7	29.3	24.8	25.5	26.0	23.4
Others	96.8	98.0	108.5	112.7	98.1	92.3	92.4	89.4
Total Market	354.9	323.1	342.0	371.4	326.4	294.5	301.9	303.9

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q3 2022 Highlights

Published Date: December 20, 2022

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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.

Brands	Q4 2020	Q1 2021	Q2 2021	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022
Samsung	62.5	76.6	57.6	69.3	69.0	74.5	62.5	64.3
Apple	81.9	59.5	48.9	48.0	81.5	59.0	46.5	49.2
Xiaomi	43.0	48.5	52.5	44.4	45.0	39.0	39.5	40.5
OPPO*	34.0	38	33.6	38.1	33.9	30.9	28.2	29.5
vivo	33.4	35.5	32.5	33.7	29.3	24.8	25.2	26.0
Others	139.8	96.8	98.0	108.5	112.7	98.1	92.3	92.4
Total Market	394.6	354.9	323.1	342.0	371.4	326.4	294.5	301.9

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q2 2022 Highlights

Published Date: August 16, 2022

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

• 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.

Brands	Q3 2020	Q4 2020	Q1 2021	Q2 2021	Q3 2021	Q4 2021	Q1 2022	Q2 2022
Samsung	80.4	62.5	76.6	57.6	69.3	69.0	74.5	62.5
Apple	41.7	81.9	59.5	48.9	48.0	81.5	59.0	46.5
Xiaomi	46.5	43.0	48.5	52.5	44.4	45.0	39.0	39.5
OPPO*	31.0	34.0	38.0	33.6	38.1	33.9	30.9	28.2
vivo	31.0	33.4	35.5	32.5	33.7	29.3	24.8	25.5
Others	135.0	139.8	96.8	98.0	108.5	112.7	98.2	92.3
Total Market	365.6	394.6	354.9	323.1	342.0	371.4	326.4	294.5

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q1 2022 Highlights

Published Date: May 16, 2022

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)
Why is the smartphone market declining in Q1 2022?
Which country has the highest market share of smartphones globally?

• 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.

Brands	Q2 2020	Q3 2020	Q4 2020	Q1 2021	Q2 2021	Q3 2021	Q4 2021	Q1 2022
Samsung	54.2	80.4	62.5	76.6	57.6	69.3	69.0	74.5
Apple	37.5	41.7	81.9	59.5	48.9	48.0	81.5	59.0
Xiaomi	26.5	46.5	43.0	48.5	52.5	44.4	45.0	39.0
OPPO	24.5	31.0	34.0	38.0	33.6	38.1	33.9	30.9
vivo	22.5	31.0	33.4	35.5	32.5	33.7	29.3	24.8
Others	110.9	135.0	139.8	96.8	98.0	108.5	112.7	98.1
Total Market	276.1	365.6	394.6	354.9	323.1	342.0	371.4	326.4

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.

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q4 2021 Highlights

Published Date: February 16, 2022

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)
Apple Market Share (iPhone Shipments in Millions)

• 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.

Brands	Q1 2020	Q2 2020	Q3 2020	Q4 2020	Q1 2021	Q2 2021	Q3 2021	Q4 2021
Apple	40.0	37.5	41.7	81.9	59.5	48.9	48.0	81.5
Samsung	58.6	54.2	80.4	62.5	76.6	57.6	69.3	69.0
Xiaomi	29.7	26.5	46.5	43.0	48.5	52.5	44.4	45.0
OPPO*	22.3	24.5	31.0	34.0	38.0	33.6	38.1	33.9
vivo	21.6	22.5	31.0	33.4	35.5	32.5	33.7	29.3
Others	122.8	110.9	135.0	139.8	96.8	98.0	108.5	112.7
Total Market	295.0	276.1	365.6	394.6	354.9	323.1	342.0	371.4

*OPPO includes OnePlus since Q3 2021

**Ranking is according to the latest quarter.

Q3 2021 Highlights

Published Date: November 16, 2021

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

• 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.

Brands	Q4 2019	Q1 2020	Q2 2020	Q3 2020	Q4 2020	Q1 2021	Q2 2021	Q3 2021
Samsung	70.4	58.6	54.2	80.4	62.5	76.6	57.6	69.3
Apple	72.3	40.0	37.5	41.7	81.9	59.5	48.9	48.0
Xiaomi	32.9	29.7	26.5	46.5	43.0	48.5	52.5	44.4
OPPO	30.7	22.3	24.5	31.0	34.0	38.0	33.6	38.1
vivo	31.5	21.6	22.5	31.0	33.4	35.5	32.5	33.7
Others	163.4	122.8	110.9	135.0	139.8	96.8	98.0	108.5
Total Market	401.1	295.0	276.1	365.6	394.6	354.9	323.1	342.0

*Ranking is according to the latest quarter.

Q2 2021 Highlights

Published Date: August 16, 2021

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

• 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.

Brands	Q3 2019	Q4 2019	Q1 2020	Q2 2020	Q3 2020	Q4 2020	Q1 2021	Q2 2021
Samsung	78.2	70.4	58.6	54.2	80.4	62.5	76.6	57.9
Xiaomi	31.7	32.9	29.7	26.5	46.2	43.0	48.5	52.5
Apple	44.8	72.3	40.0	37.5	41.7	81.9	59.5	48.9
OPPO	32.3	31.4	22.3	24.5	31.0	34.0	38.0	33.6
vivo	31.3	31.5	21.6	22.5	31.0	33.4	35.5	32.5
Others	161.7	162.6	122.8	110.9	135.3	139.8	96.8	97.7
Total Market	380.0	401.1	295.0	276.1	365.6	394.6	354.9	323.1

*Ranking is according to the latest quarter.

Q1 2021 Highlights

Published Date: May 16, 2021

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

• 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.

Brands	Q2 2019	Q3 2019	Q4 2019	Q1 2020	Q2 2020	Q3 2020	Q4 2020	Q1 2021
Samsung	76.3	78.2	70.4	58.6	54.2	80.4	62.5	76.6
Apple	36.5	44.8	72.3	40.0	37.5	41.7	81.9	59.5
Xiaomi	32.3	31.7	32.9	29.7	26.5	46.2	43.0	48.5
OPPO	30.6	32.3	31.4	22.3	24.5	31.0	34.0	38.0
vivo	27.0	31.3	31.5	21.6	22.5	31.0	33.4	35.5
Huawei#	56.6	66.8	56.2	49.0	54.8	50.9	33.0	15.0
realme	5.0	10.2	7.8	7.2	6.4	14.8	14.0	12.8
Others	92.8	84.7	98.6	66.6	49.7	69.6	92.8	69.0
Total Market	357.1	380.0	401.1	295.0	276.1	365.6	394.6	354.9

*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

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

• 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.

Brands	Q1 2019	Q2 2019	Q3 2019	Q4 2019	Q1 2020	Q2 2020	Q3 2020	Q4 2020
Apple	42.0	36.5	44.8	72.3	40.0	37.5	41.7	81.9
Samsung	72.0	76.3	78.2	70.4	58.6	54.2	80.4	62.5
Xiaomi	27.8	32.3	31.7	32.9	29.7	26.5	46.2	43.0
OPPO	25.7	30.6	32.3	31.4	22.3	24.5	31.0	34.0
vivo	23.9	27.0	31.3	31.5	21.6	22.5	31.0	33.4
Huawei#	59.1	56.6	66.8	56.2	49.0	54.8	50.9	33.0
realme	2.8	5.0	10.2	7.8	7.2	6.4	14.8	14.0
Others	87.7	92.8	84.7	98.6	66.6	49.7	69.6	92.8

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

Q3 2020 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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.

Brands	Q4 2018	Q1 2019	Q2 2019	Q3 2019	Q4 2019	Q1 2020	Q2 2020	Q3 2020
Samsung	69.8	72.0	76.3	78.2	70.4	58.6	54.2	80.4
Huawei#	59.7	59.1	56.6	66.8	56.2	49.0	54.8	50.9
Xiaomi	25.6	27.8	32.3	31.7	32.9	29.7	26.5	46.2
Apple	65.9	42.0	36.5	44.8	72.3	40.0	37.5	41.7
OPPO	31.3	25.7	30.6	32.3	31.4	22.3	24.5	31.0
vivo	26.5	23.9	27.0	31.3	31.5	21.6	22.5	31.0
realme	–	2.8	5.0	10.2	7.8	7.2	6.4	14.8
Others	115.8	87.7	92.8	84.7	98.6	66.6	48.6	69.6

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

Q2 2020 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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.

Brands	Q3 2018	Q4 2018	Q1 2019	Q2 2019	Q3 2019	Q4 2019	Q1 2020	Q2 2020
Huawei#	52.0	59.7	59.1	56.6	66.8	56.2	49.0	54.8
Samsung	72.3	69.8	72.0	76.3	78.2	70.4	58.6	54.2
Apple	46.9	65.9	42.0	36.5	44.8	72.3	40.0	37.5
Xiaomi	33.3	25.6	27.8	32.3	31.7	32.9	29.7	26.5
OPPO	33.9	31.3	25.7	30.6	32.3	31.4	22.3	24.5
vivo	30.5	26.5	23.9	27.0	31.3	31.5	21.6	22.5
Lenovo##	11.0	10.1	9.5	9.5	10.0	11.7	5.9	7.5
Others	110.9	115.8	87.7	92.8	84.7	98.6	66.6	48.6

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

##Lenovo includes Motorola.

Q1 2020 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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.

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

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

Q4 2019 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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.

Brands	Q3 2018	Q4 2018	Q1 2019	Q2 2019	Q3 2019	Q4 2019
Apple	46.9	65.9	42.0	36.5	44.8	72.3
Samsung	72.3	69.8	72.0	76.3	78.2	70.4
Huawei	52.0	59.7	59.1	56.6	66.8	56.2
Xiaomi	33.3	25.6	27.8	32.3	31.7	32.9
vivo	30.5	26.5	23.9	27.0	31.3	31.5
Oppo	33.9	31.3	25.7	30.6	32.3	31.4
Lenovo	11.0	10.1	9.5	9.5	10.0	11.7
Others	99.9	105.7	81.0	88.2	84.9	94.7

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

Q3 2019 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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	2018Q3	2018Q4	2019Q1	2019Q2	2019Q3
Samsung	72.3	69.8	72.0	76.3	78.2
Huawei^#	52.0	59.7	59.1	56.6	66.8
Apple	46.9	65.9	42.0	36.5	44.8
Oppo	33.9	31.3	25.7	30.6	32.3
Xiaomi	33.3	25.6	27.8	32.3	31.7
vivo	30.5	26.5	23.9	27.0	31.3
Realme	1.2	3.3	2.8	5.0	10.2
Others	109.7	112.6	87.7	92.8	84.7

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

Q2 2019 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

Q1 2019 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

Overall smartphone shipment declined 5% in Q1 2019, Sixth consecutive quarter of shipments falling.
Samsung recorded an increase in revenue as Galaxy S10 flagship smartphones did better than Galaxy S9 at the time of launch.
Apple iPhone shipments declined year-over-year for the second consecutive quarter.
Xiaomi smartphone shipments declined annually as it faces tough competition in the China market.

Global Smartphone Shipments	2018 Q1	2018 Q2	2018 Q3	2018 Q4	2019 Q1
Samsung	78.2	71.5	72.3	69.8	72.0
Huawei^#	39.3	54.2	52.0	59.7	59.1
Apple	52.2	41.3	46.9	65.9	42.0
Xiaomi	28.1	32.0	33.3	25.6	27.8
Oppo	24.2	29.6	33.9	31.3	25.7
vivo	18.9	26.5	30.5	26.5	23.9
Motorola	7.6	8.3	10.6	9.5	8.9
Others	113.1	100.9	100.4	106.4	81.6

*Ranking is according to the latest quarter.

#Huawei includes HONOR.

Q4 2018 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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
Samsung	74.4	78.2	71.5	72.3	69.8
Apple	77.3	52.2	41.3	46.9	65.9
Huawei	41.0	39.3	54.2	52.0	59.7
Oppo	30.7	24.2	29.6	33.9	31.3
vivo	24.0	18.9	26.5	30.5	26.5
Xiaomi	31.0	28.1	32.0	33.3	25.6
Motorola	10.9	7.6	8.3	10.6	9.5
Others	134.8	113.1	100.9	100.4	106.4

*Ranking is according to the latest quarter.

Q3 2018 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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 3^rd quarter revenue even as shipments remain flat YoY.
Samsung continued to lead the smartphone market with 19% market share in the quarter.

Global Smartphone Shipments	2017 Q3	2017 Q4	2018 Q1	2018 Q2	2018 Q3
Samsung	83.3	74.4	78.2	71.5	72.3
Huawei	39.1	41.0	39.3	54.2	52.0
Apple	46.7	77.3	52.2	41.3	46.9
Oppo	32.5	30.7	24.2	29.6	33.9
Xiaomi	28.5	31.0	28.1	32.0	33.3
vivo	28.6	24.0	18.9	26.5	30.5
Motorola	12.5	10.9	7.6	8.3	10.6
Others	127.6	134.8	113.1	101.0	100.4

*Ranking is according to the latest quarter.

Q2 2018 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

Smartphone shipments declined 2% annually to 360 million units in Q2 2018.
The top 10 brands accounted for 79% of the smartphone volumes in Q2 2018.
Samsung led the smartphone market by volume with a market share of 20% in Q2 2018 even though it registered an annual decline of 11% due to weak sales of its flagship Galaxy S9 series smartphones.
Huawei shipments grew 41% annually in Q2 2018. The company managed to be the fastest growing (21%) smartphone brand amid a declining China smartphone market and grew fully 71% overseas.
Apple shipped 41.3 million iPhones during Q2 2018, up 1% compared to the same quarter last year. iPhone X remains the top seller for Apple during the quarter.

Global Smartphone Shipments	2017 Q2	2017 Q3	2017 Q4	2018 Q1	2018 Q2
Samsung	80.4	83.3	74.4	78.2	71.5
Huawei	38.5	39.1	41.0	39.3	54.2
Apple	41.0	46.7	77.3	52.2	41.3
Xiaomi	23.1	28.5	31.0	28.1	32.0
Oppo	30.5	32.5	30.7	24.2	29.6
vivo	24.8	28.6	24.0	18.9	26.5
LG	13.3	13.9	13.9	11.4	9.8
Others	113.9	126.3	131.8	109.3	99.5

*Ranking is according to the latest quarter.

Q1 2018 Highlights

Market Highlights
Global Smartphone Shipments Market Share (%)
Global Smartphone Shipments (in Millions)

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
Samsung	80.0	80.4	83.3	74.4	78.2
Apple	50.8	41.0	46.7	77.3	52.2
Huawei	34.6	38.5	39.1	41.0	39.3
Xiaomi	13.4	23.1	28.5	31.0	28.1
Oppo	26.1	30.5	32.5	30.7	24.2
vivo	22.8	24.8	28.6	24.0	18.9
LG	14.8	13.3	13.9	13.9	11.4
ZTE	13.3	12.2	9.8	9.4	7.1
Others	115.4	101.8	116.5	122.5	102.2

*Ranking is according to the latest quarter.

China Smartphone Market Share: Quarterly

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

Counterpoint Quarterly

Smartphones Q3 2023

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

Published Date: Nov 10, 2023

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Top 5 List

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

Brands	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023
HONOR	20%	17%	15%	16%	15%	19%
OPPO*	18%	18%	16%	18%	18%	19%
vivo	20%	20%	18%	16%	18%	16%
Apple	13%	14%	22%	20%	16%	15%
Huawei	6%	10%	9%	10%	11%	14%
Others	23%	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.

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

The global smartphone market share numbers are from:

MOBILE DEVICES MONITOR – Q3 2023 (Vendor Region Countries)

Excel File

Published Date: November 2023

India Smartphone Market Share: Quarterly

Counterpoint Quarterly: Semiconductors Q3 2023

Counterpoint Quarterly: Smartphone Q3 2023

Q2 2023 Highlights

Published Date: August 17, 2022

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

Brands	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023
Apple	22%	18%	13%	14%	22%	20%
OPPO*	17%	19%	18%	18%	16%	18%
vivo	16%	17%	20%	20%	18%	16%
HONOR	17%	20%	20%	17%	15%	16%
Xiaomi	16%	15%	17%	13%	12%	12%
Others	12%	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, 2022

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

Brands	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023
Apple	22%	18%	13%	14%	22%	20%
OPPO*	17%	19%	18%	18%	16%	18%
vivo	16%	17%	20%	20%	18%	16%
HONOR	17%	20%	20%	17%	15%	16%
Xiaomi	16%	15%	17%	13%	12%	12%
Others	12%	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

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

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

Market Highlights
China Smartphone Shipments Market Share (%)

• 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 5^th 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.

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

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

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

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

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

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

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

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

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

Market Highlights
China Smartphone Shipments Market Share (%)

• 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%).

#Huawei includes HONOR.

*Ranking is according to the latest quarter.

Q1 2021 Highlights

Published Date: May 15, 2021

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

#Huawei includes HONOR.

*Ranking is according to the latest quarter.

Q4 2020 Highlights

Published Date: February 15, 2021

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q3 2020 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q2 2020 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q1 2020 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q4 2019 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q3 2019 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q2 2019 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q1 2019 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

#Huawei includes HONOR

*Ranking is according to the latest quarter.

Q4 2018 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

*Ranking is according to the latest quarter.

Q3 2018 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

*Ranking is according to the latest quarter.

Q2 2018 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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.

*Ranking is according to the latest quarter.

Q1 2018 Highlights

Market Highlights
China Smartphone Shipments Market Share (%)

• 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

#Huawei includes HONOR

*Ranking is according to the latest quarter.

TECNO, Infinix, Apple Fastest-growing Smartphone Brands in Southeast Asia

Southeast Asia’s smartphone shipment volumes declined 2% YoY but increased 3% QoQ in Q3 2023, signaling a recovery in the region’s smartphone demand.
The fastest-growing brands were TECNO (148%), Infinix (42%) and Apple (19%). All three Transsion brands collectively grew by 62% YoY in Q3 2023.
Samsung led the market with a 21% share, followed by Xiaomi (17%) and OPPO (15%).
Indonesia and Thailand saw flattish growth while other SEA countries like the Philippines, Malaysia and Vietnam declined YoY.
5G smartphones captured 36% of overall shipments in the region.

Jakarta, Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – November 9, 2023

Southeast Asia’s smartphone shipments declined 2% YoY but increased 3% QoQ in Q3 2023, signaling a recovery in the region’s smartphone demand, according to Counterpoint Research’s Southeast Asia Monthly Smartphone Channel Share Tracker. Stronger macroeconomic indicators, aggressive new OEM launches and aggressive promotions by OEMs and other platforms were the main growth contributors. Also, an uptick was seen in the replacement cycles of consumers opting for low-to-mid-tier smartphones. TECNO, Infinix and Apple emerged as the fastest-growing brands during the quarter.

Most key SEA countries like Indonesia, Malaysia, Philippines and Vietnam showed a double-digit decline in Q2 2023, but they improved in Q3 2023, hinting a relief for OEMs ahead of an important festive quarter. However, on an annual level, we foresee a YoY decline of about 8% for the region in 2023.

SEA remains an important market for the tech ecosystem due to its underpenetration in many areas, like online banking, e-wallet usage, online shopping and overall internet usage.

Source: Counterpoint Research Southeast Asia Monthly Smartphone Tracker, September 2023

Key country insights

Indonesia and Thailand saw flattish growth in smartphone shipments while other key SEA countries like the Philippines, Malaysia and Vietnam declined YoY.
In Thailand, the new government launched several initiatives, such as delaying debt payments, lowering energy prices and offering cash handouts, to ease the citizen’s cost of living. This brought immediate effect on commodities. Besides, in September, the government announced visa-free entry for tourists from China and Kazakhstan, bringing much relief to the country’s COVID-hit tourism industry.
In Indonesia, OEMs launched several new models in the middle and end of September. The new launches made up a big share of the overall shipments. During the quarter, Indonesians preferred to wait and watch when it came to spending money. The country is gearing up for its legislative and presidential election in February 2024. We expect Q4 2023 to see more smartphone sales due to aggressive offers.
Vietnam’s economy has picked up with its exports coming back on track. GDP grew 5.33% in Q3 2023, beating expectations. Foreign investment is expected to rise with Vietnam entering strategic partnerships during the prime minister’s visit to the US in September.
In the Philippines, the economy is showing signs of recovery. Consumer confidence has improved. Unemployment is a concern and essentials are still expensive for low-income families. Due to easing inflation, the coming months might see increased household spending. Overall, the household expenditure levels might take some time to recuperate, which might affect smartphone purchases.
In Malaysia, industrial manufacturing is still slowing down due to weaker demand for electrical and electronic products. Weaker exports have added to the decline in GDP as well. Malaysia’s 5G connectivity and penetration are improving now but the overall industry is being affected by China’s economic headwinds.

Source: Counterpoint Research Southeast Asia Monthly Smartphone Tracker, September 2023

Key OEM insights

Beating the trend, Apple’s shipments increased by 19% YoY during the quarter. Apple is still seeing a strong demand for the iPhone 13 and 14 series, adding to the demand for the newly launched 15 series.
Samsung led the market with a 21% share. Its A05 series has entered the market, adding to a strong overall A-series presence. Premium models like the Z Flip 5 and Z Fold 5 along with the S series are contributing as well. Promotions for the brand are centered around these premium models not only in countries like Thailand and Vietnam but also increasingly in countries like Indonesia and the Philippines. This is due to premium smartphone purchases by well-to-do consumers who are least affected by current headwinds. Samsung was the top brand in Indonesia, Thailand and Vietnam in Q3 2023.
Xiaomi’s shipments grew 7%. Its Redmi 12 series has been doing quite well across all key SEA countries. Its promotions and new model launches were also better than most other brands during Q3 2023, which helped the brand increase shipments. Xiaomi was the top brand in Malaysia in Q3.
Transsion witnessed the highest growth during the quarter. Infinix grew 42% YoY, TECNO 148% and itel witnessed a 17% growth. Infinix and TECNO are offering strong base specifications along with a varied model portfolio.
realme saw flat growth during Q3 2023. It was the top brand in the Philippines.

Commenting on brand dynamics in Q3 2023, Senior Analyst Glen Cardoza said, “Samsung and Xiaomi have been able to market their models in a much better manner across all key SEA countries, while sustaining new launches across price ranges, compared to the limited options from brands like OPPO and vivo. Upcoming brands are making a mark as well. Among them, the Transsion brands lead. TECNO and Infinix have either sustained or increased their new model launches, all in the entry to mid-tier segments. The three Transsion brands collectively grew 62% YoY in Q3 2023.”

While 5G penetration still has some way to go in countries like Indonesia, Vietnam and Malaysia, 5G is increasingly becoming a key consideration for consumers. Many consumers want their phones to be 5G ready. During Q3 2023, 5G smartphones captured 36% of overall shipments in the region.

The region’s key macroeconomic parameters like China-ASEAN trade, startup funding and foreign direct investment continue to see YoY declines. Add to this a recovering tourism industry. This has led to low GDP levels across most SEA countries. Price-conscious consumers have waited all year for the situation to get better, spending the least on discretionary items. On the positive side, digital transformation continues even as the industry recuperates slowly. This means that we can expect a better Q4 of 2023.

* Key Southeast Asia countries/markets include Indonesia, Thailand, Philippines, Vietnam and Malaysia.

Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

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