Global smartphone market: Samsung remains number 1, Xiaomi overtakes Apple

Samsung, Huawei and Xiaomi. This is the third quarter in the smartphone market according to the latest analyzes from Gartner. Apple is relayed to fourth place in the world rankings and sold half as many smartphones as Samsung last quarter. It's a nice camouflage for Cupertino which should, however, see its sales go up in the fourth quarter. The iPhone 12s were launched 4 weeks behind the usual schedule. There is no doubt that the success of the iPhone 12 should weigh heavily in the balance of the fourth quarter. In detail, this gives

Samsung would have sold 80.8 million (+2.2%) from Galaxy and others. It revives for the first time this year with the positive.

Apple would have sold 40.5 million iPhones (-0.6% compared to 2019)

Samsung holds 22% of the global market share, Apple 11.1%

51.8 million smartphones purchased would be Huawei branded (-21.3% compared to 2019)

Xiaomi would have sold 44.4 million (+ 34.9%) taking advantage of the difficult position in which Huawei finds itself, even in China.

Huawei retains 14.1% market share

Xiaomi is now over the 12% mark.

The 5th? It is also a Chinese: Oppo. The multi-faceted brand totals 30 million smartphones sold (-2.3%) and thus holds 8.2% market share.

In total, more than 366.6 million smartphones have been sold on the planet in the past three months, with Huawei still recording the largest decline compared to the third quarter of 2019.

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Remember that the first two quarters of the year were very difficult for the smartphone market with -20% according to Gartner. That the decline is only -5.7% in the third quarter suggests that the fourth quarter could end on an almost positive note. Especially since three major world markets (Indonesia, India and Brazil) are showing signs of a recovery in consumption, with sales there having increased between 3.3 and 9.3%. Over the first three quarters, Gartner nevertheless indicates that the market was down 8.9% compared to the same period in 2019.

The COVID forces us to communicate differently but not to re-equip ourselves

According to Gartner analysts, the health crisis mainly explains this market decline. Factories struggled to operate at the start of the year, and aircraft production was directly impacted. The market was therefore unable to renew itself at the same pace as in the past. Second, the deployment of 5G has been delayed in many countries and some are only just beginning to consider switching to it.

Finally, in recent years, the rate of re-equipment has been lower since on average we keep our smartphone longer.

Source: Gartner