Overview:

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

• Global mobile phone shipments reached 440 million units globally in Q2 2019 with a YoY decline of -8%.
• Global smartphone shipments reached 354 million units in Q2 2019 with 3% annual decline.
• Samsung grew 7.1% YoY after 6 consecutive quarters of annual decline, it captured over one-fifth of the global smartphone market share. The OEM has completely overhauled its product portfolio in 2019 with its A and M series targeting the sub $300 price segment aggressively.  The flagship S series, in which Samsung launched three devices instead of the usual two, covering wider price points also continue to do well. Samsung was also one of the first OEMs to launch a 5G device - S10 5G, which remains popular in the 5G adopting countries.
• Huawei grew 4.6% YoY, but the US trade ban will hamper its growth momentum, especially in the overseas market. The effect in Q2 2019 was not severe as the order came late into the quarter. The real effect of trade sanction will be in Q3 2019.  Shipments in overseas markets are estimated to register a steep decline.
• Apple iPhone shipments fell 11%, and iPhone revenues fell 12% year-on-year. Despite this decline, iPhone sales trends are improving. Apple's buyback programs and other marketing are dampening growing holding periods. However, the lack of 5G over upcoming quarters may again increase holding periods.
• Realme entered the top 10 OEMs globally for the first time. It took Realme only a year to achieve this feat. This is one of the fastest ramp-ups. Strong performance in India and expansion overseas drove its growth. This was also the third consecutive quarter that Realme sold within top 5 brands in India.
• This was the third consecutive quarter of a decline in Apple iPhone shipments. To ramp up sales, Apple implemented price cuts for the iPhone XR in India and China markets. Amid the slowdown in China and likely launch of 5G capable iPhone in 2020, Apple will have to concentrate its efforts on emerging markets.
• BBK Group (OPPO, Vivo, Realme, and OnePlus) is now the second-largest smartphone manufacturer globally.