Global smartphone sell-through declined 8% YoY but grew 2% QoQ in Q3 2023.
Samsung led the market but declined YoY to reach its lowest quarterly level in the last decade.
A shorter period of iPhone 15 availability in Q3 led to a shift in demand to the next quarter.
The top five brands’ cumulative share declined in Q3 as challengers’ share grew.
HONOR, Huawei and Transsion Group were among the only top brands to record YoY growth
Global smartphone sell-through volumes fell 8% YoY in Q3 2023, the ninth consecutive quarter to record a decline, but grew 2% QoQ, according to the latest research from Counterpoint’s Market Pulse service. Volumes declined YoY largely due to slower than expected recovery in consumer demand. But the market’s QoQ growth, especially the positive performance in September despite one full week less of sales of the new iPhones, is likely a sign of positive news ahead.
Samsung continued to lead the global market, capturing a fifth of the total sales in Q3. The new generation of foldables received a mixed response, with the Flip 5 outselling its counterpart by nearly twice as much. However, Samsung’s A-series models remained market leaders in mid-price bands. Apple came in second with a 16% market share despite the limited availability of iPhone 15 series, which has been received well so far.
Xiaomi, OPPO and vivo rounded off the top five, with the three recording YoY declines. In Q3, all these brands worked towards strengthening their positions in key markets like China and India, while continuing to slow down expansionary efforts in overseas markets.
HONOR, Huawei and Transsion Group gained share and were among the only brands to record YoY growth in Q3. Huawei grew driven by the launch of the Mate 60 series in China, while HONOR’s growth was led by strong overseas performance. Transsion brands continued to expand while also benefiting from the recovery in the Middle East and Africa (MEA) market.
MEA was the only region to record YoY growth in Q3, owing to improvements in macroeconomic indicators. Most developed markets, like North America, Western Europe and South Korea, recorded steep declines. However, we expect most developed markets to grow in Q4 largely due to the delayed effect of the iPhone launch.
Following a strong September, we expect the momentum to continue till the year-end, beginning with the full impact of the iPhone 15 series along with the arrival of the festive season in India, followed by the 11.11 sales event in China and ending with the Christmas and end-of-year promotions across regions. In Q4 2023, we expect the market to halt its series of YoY declines.
However, the market is expected to decline for the full year of 2023, reaching its lowest level in the decade largely due to a shift in device replacement patterns, particularly in developed markets. Notably, the recovery of emerging markets before the global market and the growth of brands outside of the top five indicate the shifting dynamics and opportunities in the global smartphone market.
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.
This section shows the best-selling smartphone models in July 2023 for 8 countries. This is a section of our comprehensive database based on Counterpoint’s tracking of mobile handsets (smartphone and featurephone) sell-throughvolumes based on channel surveys and triangulation with other secondary sources across 50+ countries.
July 2023
Best-Selling Smartphones in USA in July 2023
Rank
Models
Sales Share
1
Apple iPhone 14
19%
2
Apple iPhone 14 Pro Max
12%
3
Apple iPhone 14 Pro
6%
4
Apple iPhone 13
6%
5
Samsung Galaxy A14 5G
5%
Best-Selling Smartphones in China in July 2023
Rank
Models
Sales Share
1
Apple iPhone 14 Pro Max
4%
2
Apple iPhone 14 Pro
4%
3
OPPO A58
3%
4
Apple iPhone 14
3%
5
vivo Y53t
3%
Best-Selling Smartphones in India in July 2023
Rank
Models
Sales Share
1
realme C53
4%
2
Samsung Galaxy A14 5G
3%
3
vivo Y16
3%
4
vivo T2x 5G
3%
5
OnePlus Nord CE 3 Lite 5G
3%
Best-Selling Smartphones in Germany in July 2023
Rank
Models
Sales Share
1
Apple iPhone 14 Pro
10%
2
Apple iPhone 14
9%
3
Samsung Galaxy S23
9%
4
Apple iPhone 14 Pro Max
8%
5
Samsung Galaxy S23 Ultra
5%
Best-Selling Smartphones in UK in July 2023
Rank
Models
Sales Share
1
Apple iPhone 14 Pro Max
18%
2
Apple iPhone 14 Pro
15%
3
Samsung Galaxy A14 5G
10%
4
Samsung Galaxy S23 Ultra
10%
5
Apple iPhone 14
10%
Best-Selling Smartphones in France in July 2023
Rank
Models
Sales Share
1
Apple iPhone 14
16%
2
Samsung Galaxy S23
9%
3
Apple iPhone 14 Pro
8%
4
Apple iPhone 14 Pro Max
5%
5
Samsung Galaxy S23 Plus
5%
Best-Selling Smartphones in South Korea in July 2023
Rank
Models
Sales Share
1
Samsung Galaxy S23
9%
2
Samsung Galaxy A34
8%
3
Samsung Galaxy S23 Ultra
8%
4
Samsung Galaxy A24
8%
5
Apple iPhone 14
6%
Best-Selling Smartphones in Japan in July 2023
Rank
Models
Sales Share
1
Apple iPhone 13
26%
2
Apple iPhone 14
9%
3
Apple iPhone SE 2022
7%
4
Google Pixel 7a
5%
5
Google Pixel 6a
5%
The top 5 smartphone model share numbers are from:
Handset Sales by Model January 2022 – July 2023
This report tracks quarterly global handset model sales data by OEM with the key specifications. This report gives an insightful view of the changing trends in smartphone components and driving factors in the various price segments.
It covers 99% of the global handset market with specification analysis.
• Time period: Jan 2022 to Jul 2023 with monthly granularity
• By brands (450+) and models (6000+)
• By regions: NAM, LATAM, WE, EE, MEA, Asia
• Countries: USA, China, India, Indonesia, Malaysia, Philippines, Thailand, Vietnam, Russia, Turkey, Japan, Brazil, Mexico, Nigeria, Pakistan, Saudi Arabia, Canada, South Korea, France, Germany, Italy, Spain, UK
• Specification and prices: Price bands, Chipsets by OEMs, Chipset by models, Display Size, Display Type, NAND, RAM, Rear camera counts and 22+ other specifications
This data represents the top 5 smartphone model share for eight countries for the specific month.
For detailed insights on the data, please reach out to us at info(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.
This section shows the best-selling smartphone models in April 2023 for 8 countries
April 2023
Best-Selling Smartphones in USA in April 2023
Rank
Models
Sales Share
1
Apple iPhone 14
14%
2
Apple iPhone 14 Pro Max
9%
3
Apple iPhone 14 Pro
7%
4
Samsung Galaxy A14 5G
6%
5
Samsung Galaxy S23 Ultra
6%
Best-Selling Smartphones in China in April 2023
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
4%
2
Apple iPhone 14
4%
3
Apple iPhone 14 Pro
4%
4
Apple iPhone 13
3%
5
OPPO A58
3%
Best-Selling Smartphones in India in April 2023
Rank
Models
Sales
Share
1
OnePlus Nord CE 3 Lite
4%
2
Samsung Galaxy A14 5G
3%
3
Redmi 12C
3%
4
realme C55
3%
5
Apple iPhone 13
3%
Best-Selling Smartphones in Germany in April 2023
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro
10%
2
Apple iPhone 14
9%
3
Samsung Galaxy S23
8%
4
Samsung Galaxy S23 Ultra
8%
5
Apple iPhone 14 Pro Max
8%
Best-Selling Smartphones in UK in April 2023
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
19%
2
Apple iPhone 14 Pro
13%
3
Apple iPhone 14
9%
4
Samsung Galaxy A14 5G
9%
5
Samsung Galaxy A14
7%
Best-Selling Smartphones in France in April 2023
Rank
Models
Sales
Share
1
Apple iPhone 14
15%
2
Samsung Galaxy S23
9%
3
Apple iPhone 14 Pro
7%
4
Samsung Galaxy S23 Plus
6%
5
Apple iPhone 14 Pro Max
5%
Best-Selling Smartphones in South Korea in April 2023
Rank
Models
Sales
Share
1
Samsung Galaxy S23
12%
2
Samsung Galaxy S23 Ultra
10%
3
Samsung Galaxy A34
8%
4
Apple iPhone 14
7%
5
Apple iPhone 14 Pro
6%
Best-Selling Smartphones in Japan in April 2023
Rank
Models
Sales
Share
1
Apple iPhone 13
22%
2
Apple iPhone 14
12%
3
Apple iPhone SE 2022
8%
4
Apple iPhone 14 Pro
7%
5
FCNT Arrows We
5%
This section shows the best-selling smartphone models in January 2023 for 8 countries
Jan 2023
Best-Selling Smartphones in USA in Jan 2023
Rank
Models
Sales Share
1
Apple iPhone 14
17%
2
Apple iPhone 14 Pro Max
17%
3
Apple iPhone 14 Pro
9%
4
Apple iPhone 14 Plus
6%
5
Apple iPhone 13
4%
Best-Selling Smartphones in China in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 14
5%
2
Apple iPhone 14 Pro Max
4%
3
Apple iPhone 13
4%
4
Apple iPhone 14 Pro
3%
5
OPPO Reno 9
3%
Best-Selling Smartphones in India in Jan 2023
Rank
Models
Sales
Share
1
OnePlus Nord CE 2 Lite 5G
4%
2
vivo Y02
3%
3
Apple iPhone 13
3%
4
Samsung Galaxy A03 Core
2%
5
Samsung Galaxy A14 5G
2%
Best-Selling Smartphones in Germany in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 14
13%
2
Apple iPhone 14 Pro Max
12%
3
Apple iPhone 14 Pro
10%
4
Apple iPhone 13
7%
5
Apple iPhone 14 Plus
7%
Best-Selling Smartphones in UK in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
24%
2
Apple iPhone 14 Pro
16%
3
Apple iPhone 14
11%
4
Samsung Galaxy A13
7%
5
Samsung Galaxy A04s
4%
Best-Selling Smartphones in France in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 14
21%
2
Apple iPhone 14 Pro
9%
3
Apple iPhone 14 Pro Max
6%
4
Samsung Galaxy S22 5G
5%
5
Apple iPhone 14 Plus
4%
Best-Selling Smartphones in South Korea in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 14
9%
2
Samsung Galaxy A13
7%
3
Apple iPhone 14 Pro Max
7%
4
Apple iPhone 14 Pro
7%
5
Samsung Galaxy M33
6%
Best-Selling Smartphones in Japan in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 13
28%
2
Apple iPhone SE 2022
12%
3
Google Pixel 6a
7%
4
Apple iPhone 14
6%
5
Apple iPhone 14 Pro
5%
This section shows the best-selling smartphone models in Oct 2022 for 8 countries
Oct 2022
Best-Selling Smartphones in USA in Oct 2022
Rank
Models
Sales Share
1
Apple iPhone 14 Pro Max
23%
2
Apple iPhone 14 Pro
12%
3
Apple iPhone 14
10%
4
Samsung Galaxy Z Flip 4
3%
5
Apple iPhone 13
3%
Best-Selling Smartphones in UK in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
16%
2
Apple iPhone 14 Pro
10%
3
Apple iPhone 14
7%
4
Samsung Galaxy A13
5%
5
Apple iPhone 13
4%
Best-Selling Smartphones in China in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
6%
2
Apple iPhone 14 Pro
6%
3
Apple iPhone 13
5%
4
Apple iPhone 14
4%
5
vivo Y33s 5G
3%
Best-Selling Smartphones in India in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 13
4%
2
Samsung Galaxy M13
3%
3
Xiaomi Redmi A1
3%
4
Samsung Galaxy A04s
3%
5
realme C35
3%
Best-Selling Smartphones in France in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 14
10%
2
Apple iPhone 14 Pro
9%
3
Apple iPhone 14 Pro Max
7%
4
Apple iPhone 13
5%
5
Apple iPhone 13 Pro Max
5%
Best-Selling Smartphones in South Korea in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
10%
2
Samsung Galaxy A13
8%
3
Apple iPhone 14 Pro
8%
4
Samsung Galaxy M33
6%
5
Apple iPhone 14
6%
Best-Selling Smartphones in Germany in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro
9%
2
Apple iPhone 14
9%
3
Apple iPhone 14 Pro Max
7%
4
Apple iPhone 13
7%
5
Apple iPhone 13 Pro
5%
Best-Selling Smartphones in Japan in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone SE 2022
23%
2
Apple iPhone 13
14%
3
Apple iPhone 14
9%
4
Apple iPhone 14 Pro
7%
5
Google Pixel 6a
5%
This section shows the best-selling smartphone models in July 2022 for 8 countries
Jul 2022
Published date: September 15, 2022
Best-Selling Smartphones in USA
Rank
Models
Sales Share
1
Apple iPhone 13
16%
2
Apple iPhone 13 Pro Max
12%
3
Samsung Galaxy A13 5G
7%
4
Apple iPhone 12
6%
5
Samsung Galaxy S22 Ultra 5G
5%
Best-Selling Smartphones in UK
Rank
Models
Sales Share
1
Apple iPhone 13
15%
2
Apple iPhone 13 Pro
10%
3
Apple iPhone 13 Pro Max
8%
4
Samsung Galaxy A13
7%
5
Samsung Galaxy A22 5G
7%
Best-Selling Smartphones in China
Rank
Models
Sales Share
1
Apple iPhone 13
7%
2
vivo Y33s 5G
3%
3
HONOR 70
3%
4
HONOR X30
2%
5
Apple iPhone 13 Pro Max
2%
Best-Selling Smartphones in India
Rank
Models
Sales Share
1
realme C35
3%
2
vivo Y01
3%
3
OPPO A57 4G
3%
4
realme C30
3%
5
Xiaomi Redmi 10
3%
Best-Selling Smartphones in France
Rank
Models
Sales Share
1
Apple iPhone 13
10%
2
Apple iPhone 13 Pro Max
7%
3
Samsung Galaxy S22 5G
7%
4
Apple iPhone 13 Pro
6%
5
Samsung Galaxy S22 Plus 5G
5%
Best-Selling Smartphones in South Korea
Rank
Models
Sales Share
1
Samsung Galaxy M33
10%
2
Samsung Galaxy M53
10%
3
Samsung Galaxy A23
7%
4
Samsung Galaxy S22 5G
7%
5
Samsung Galaxy A53 5G
6%
Best-Selling Smartphones in Germany
Rank
Models
Sales Share
1
Apple iPhone 13 Pro Max
10%
2
Samsung Galaxy A33 5G
9%
3
Apple iPhone 13 Pro
9%
4
Samsung Galaxy A53 5G
9%
5
Apple iPhone 13
8%
Best-Selling Smartphones in Japan
Rank
Models
Sales Share
1
Apple iPhone SE 2022
24%
2
Apple iPhone 12
13%
3
Apple iPhone 13
9%
4
Sony Xperia 10 IV
5%
5
Apple iPhone 13 Pro
4%
This section shows the best-selling smartphone models in April 2022 for 8 countries
Apr 2022
Published date: June 15, 2022
Best-Selling Smartphones in USA
Rank
Models
Sales
Share
1
Apple iPhone 13
17%
2
Apple iPhone 13 Pro Max
16%
3
Samsung Galaxy S22 Ultra 5G
5%
4
Apple iPhone 12
4%
5
Samsung Galaxy S22 5G
3%
Best-Selling Smartphones in UK
Rank
Models
Sales
Share
1
Apple iPhone 13
18%
2
Samsung Galaxy A22 5G
7%
3
Apple iPhone 13 Pro Max
6%
4
Apple iPhone 13 Pro
6%
5
Apple iPhone SE 2022
5%
Best-Selling Smartphones in China
Rank
Models
Sales
Share
1
Apple iPhone 13
7%
2
Apple iPhone 13 Pro Max
3%
3
OPPO Reno 7 5G China
2%
4
Apple iPhone 13 Pro
2%
5
HONOR Play 30 Plus
2%
Best-Selling Smartphones in India
Rank
Models
Sales
Share
1
Samsung Galaxy A13
3%
2
Redmi 9A Sport
3%
3
realme C31
2%
4
Redmi 10
2%
5
realme C11 2021
2%
Best-Selling Smartphones in France
Rank
Models
Sales
Share
1
Apple iPhone 13
9%
2
Apple iPhone 13 Pro Max
7%
3
Samsung Galaxy S22 5G
5%
4
Apple iPhone 13 Mini
5%
5
Samsung Galaxy A52s 5G
5%
Best-Selling Smartphones in South Korea
Rank
Models
Sales
Share
1
Samsung Galaxy A23
13%
2
Samsung Galaxy A53 5G
10%
3
Samsung Galaxy S22 5G
9%
4
Samsung Galaxy S22 Ultra 5G
8%
5
Apple iPhone SE 2022
6%
Best-Selling Smartphones in Germany
Rank
Models
Sales
Share
1
Apple iPhone 13
10%
2
Samsung Galaxy A53 5G
9%
3
Samsung Galaxy A52s 5G
7%
4
Apple iPhone 13 Pro
6%
5
Apple iPhone 13 Pro Max
6%
Best-Selling Smartphones in Japan
Rank
Models
Sales
Share
1
Apple iPhone SE 2022
18%
2
Apple iPhone 12
16%
3
Apple iPhone 13
13%
4
Apple iPhone 13 Pro
5%
5
Fcnt Arrows We
4%
This section shows the best-selling smartphone models in January 2022 for 8 countries
MEA smartphone shipments increased 1% YoY and 7% QoQ in Q2 2023.
Consumer sentiment picked up during the quarter with falling inflation rates and stabilizing local currencies. These boosted demand for ‘big ticket’ items like smartphones.
Samsung saw a rebound in its shipments and market share during the quarter.
Transsion Group’s shipments grew 2% YoY, or an impressive 14% QoQ, in a typically weak quarter.
Apple continued its steep rise, with shipments up 75% YoY in Q2.
London, Boston, Toronto, New Delhi, Hong Kong, Beijing, Taipei, Seoul – September 5, 2023
Smartphone shipments in the Middle East and Africa (MEA) region increased 1% YoY and 7% QoQ in Q2 2023, according to the latest research from Counterpoint’s Market Monitor Service. This was the MEA smartphone market’s first meaningful rebound in five quarters, or since the global inflation crisis started. Consumer sentiment improved materially during the quarter, as inflation rates fell and local currencies stabilized. This came as a welcome relief for embattled OEMs, which had been sitting on an alarming level of inventory in 2022. They utilized the opportunity to destock and return to a more normal pattern of inventory and product launches.
Commenting on the market’s performance, Senior Analyst Yang Wang said, “The MEA region seems to be the first to come out of the global downturn in the smartphone market. Market activity picked up during the quarter on better macroeconomic environment and consumers could afford to be more optimistic about ‘big ticket’ item purchases. This was reflected in robust Ramadan and Easter sales and throughout the quarter. The encouraging performances show once again that the MEA region could be the last remaining untapped smartphone market. There is still significant potential for large segments of the population to upgrade to smartphones.”Looking at individual brands, Samsung, TECNO and Apple were the biggest winners. Samsung’s rebound can be attributed to the lower-priced Galaxy A series’ strong sales, while new 5G and premium-end models also did well. TECNO, and sister brand Infinix to some extent, performed very well due to better economic conditions, particularly for lower income groups, and aggressive market entries in the Middle East. TECNO and Infinix’s successes, however, can be partly attributed to the cannibalization of itel’s market share. Lastly, Apple had an outstanding quarter to round off a very strong iPhone 14 series cycle. The OEM managed to increase penetration in key Middle East markets with the higher-priced Pro and Pro Max models getting good reception.
On the other hand, Xiaomi retreated 17% YoY as it faced strong competition from Samsung and Transsion brands in the mid-range. Outside of the top 10, OPPO and vivo continued to slide as the availability of the brands’ stock contracted and market penetration activities shrank. However, realme maintained positive momentum due to increasing product availability in new markets.
Commenting on pricing trends in the MEA smartphone market, Wang said, “The premium end is usually an afterthought for the MEA market, but the segment was an outperformer of Q2 2023. The sales of smartphones priced above $800 grew 93% YoY, largely due to Apple’s high-end models in the iPhone 14 series. The OEM’s share increased in key GCC markets, while it was seen making efforts to expand distribution channels in Africa. Apple’s success in the MEA region is another proof of the brand’s strong global appeal. As the process of urbanization and industrialization continues across the region, Apple can expect to remain one of the top OEMs in the region.”
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, Chinaand 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.
Our Q2 2023 Market Monitor report has been published. We release one infographic each quarter to summarize the global smartphone market activities in a single page.
Some quick observations on the smartphone market:
Global smartphone shipments declined 9% YoY in Q2 2023 to reach 268 million units.
Samsung remained the top smartphone player in Q2 2023, while Apple saw a cyclical decline.
Among the top five brands, Apple experienced the smallest YoY shipment decline. Among the top 10 brands, TECNO and Infinix, part of the Transsion Group, saw double-digit YoY shipment growth in the quarter.
In terms of regional performance, only the Middle East and Africa (MEA) exhibited annual shipment growth while North America experienced the highest decline.
The top five brands accounted for almost 80% of the total 5G smartphone shipments in Q2 2023.
Use the button below to download the high resolution PDF of the infographic:
Global Smartphone Shipments Market Data (Q3 2021 – Q2 2023)
Published Date: August 17, 2023
A repository of quarterly data for the global smartphone market. 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.
Global smartphone market share Q2 2023 highlights:
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.
For our detailed research on the global smartphone market in Q2 2023, click here.
The global smartphone market share numbers are from:
MOBILE DEVICES MONITOR – Q2 2023 (Vendor Region Countries)
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.
The deliverable includes
• Single pivot format giving in-depth analysis of the global handset market
• Covers 140+ brands now in comparison to 95 brands earlier
• Break out of 3 key countriesin each region to give a further granular view of the regions
• 18 countries view as compared to six earlier
• Covers more than 95% of the global handset shipments
• More visuals and analysis by country and by regions
This robust quarterly report with fact-based deep analysis covering multiple dimensions will help players across the handset value chain to holistically analyze the current state of the global handset market and plan ahead of the competition.
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.
Q1 2023 Highlights
Published Date: May 9, 2023
Highlights:
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%
Global Smartphone Shipments (in Millions)
Brands
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Q3
2022
Q4
2022
Q1
2023
Samsung
57.6
69.3
69.0
74.5
62.5
64.3
58.3
60.6
Apple
48.9
48.0
81.5
59.0
46.5
49.2
70.0
58.0
Xiaomi
52.5
44.4
45.0
39.0
39.5
40.5
33.2
30.5
OPPO*
33.6
38.1
33.9
30.9
28.2
29.5
29.6
24.0
vivo
32.5
33.7
29.3
24.8
25.5
26.0
23.4
21.2
Others
98.0
108.5
112.7
98.1
92.3
92.4
89.4
85.9
Total Market
323.1
342.0
371.4
326.4
294.5
301.9
303.9
280.2
*OPPO includes OnePlus since Q3 2021 **Ranking is according to the latest quarter.
Frequently asked question (FAQs):
• 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.
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.
Global Smartphone Shipments Market Share (%)
Brands
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Q3
2022
Q4
2022
Apple
17%
15%
14%
22%
18%
16%
16%
23%
Samsung
22%
18%
20%
19%
23%
21%
21%
19%
Xiaomi
14%
16%
13%
12%
12%
13%
13%
11%
OPPO*
11%
10%
11%
9%
9%
10%
10%
10%
vivo
10%
10%
10%
8%
8%
9%
9%
8%
Others
26%
31%
32%
30%
30%
31%
31%
29%
Global Smartphone Shipments (in Millions)
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
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.
Global Smartphone Shipments Market Share (%)
Brands
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Q3
2022
Samsung
16%
22%
18%
20%
19%
23%
21%
21%
Apple
21%
17%
15%
14%
22%
18%
16%
16%
Xiaomi
11%
14%
16%
13%
12%
12%
13%
13%
OPPO*
9%
11%
10%
11%
9%
9%
10%
10%
vivo
8%
10%
10%
10%
8%
8%
9%
9%
Others
35%
26%
31%
32%
30%
30%
31%
31%
Global Smartphone Shipments (in Millions)
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
• 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.
Global Smartphone Shipments Market Share (%)
Brands
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Samsung
22%
16%
22%
18%
20%
19%
23%
21%
Apple
11%
21%
17%
15%
14%
22%
18%
16%
Xiaomi
13%
11%
14%
16%
13%
12%
12%
13%
OPPO*
8%
9%
11%
10%
11%
9%
9%
10%
vivo
8%
8%
10%
10%
10%
8%
8%
9%
Others
38%
35%
26%
31%
32%
30%
30%
31%
Global Smartphone Shipments (in Millions)
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
• 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.
Global Smartphone Shipments Market Share (%)
Brands
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Samsung
20%
22%
16%
22%
18%
20%
19%
23%
Apple
14%
11%
21%
17%
15%
14%
22%
18%
Xiaomi
10%
13%
11%
14%
16%
13%
12%
12%
OPPO*
9%
8%
9%
11%
10%
11%
9%
9%
vivo
8%
8%
8%
10%
10%
10%
8%
8%
Others
39%
38%
35%
26%
31%
32%
30%
30%
Global Smartphone Shipments (in Millions)
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
*OPPO includes OnePlus since Q3 2021 **Ranking is according to the latest quarter.
Why is the smartphone market declining in Q1 2022?
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.
Which country has the highest market share of smartphones globally?
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.
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.
Global Smartphone Shipments Market Share (%)
Brands
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Apple
14%
14%
11%
21%
17%
15%
14%
22%
Samsung
20%
20%
22%
16%
22%
18%
20%
19%
Xiaomi
10%
10%
13%
11%
14%
16%
13%
12%
OPPO*
8%
9%
8%
9%
11%
10%
11%
9%
vivo
7%
8%
8%
8%
10%
10%
10%
8%
Others
41%
39%
38%
35%
26%
31%
32%
30%
Global Smartphone Shipments (in Millions)
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.
Apple Market Share: Q4 2021
Apple Market Share (iPhone Shipments in Millions)
Quarter
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Ship-ments (in Mn)
40.0
37.5
41.7
81.9
59.5
48.9
48.0
81.5
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.
Global Smartphone Shipments Market Share (%)
Brands
Q4
2019
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Samsung
18%
20%
20%
22%
16%
22%
18%
20%
Apple
18%
14%
14%
11%
21%
17%
15%
14%
Xiaomi
8%
10%
10%
13%
11%
14%
16%
13%
OPPO
8%
8%
9%
8%
9%
11%
10%
11%
vivo
8%
7%
8%
8%
8%
10%
10%
10%
Others
40%
41%
39%
38%
35%
26%
31%
32%
Global Smartphone Shipments
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
• 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.
Global Smartphone Shipments Market Share (%)
Brands
Q3
2019
Q4
2019
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Samsung
21%
18%
20%
20%
22%
16%
22%
18%
Xiaomi
8%
8%
10%
10%
13%
11%
14%
16%
Apple
12%
18%
14%
14%
11%
21%
17%
15%
OPPO
9%
8%
8%
9%
8%
9%
11%
10%
vivo
8%
8%
7%
8%
8%
8%
10%
10%
Others
42%
40%
41%
39%
38%
35%
26%
31%
Global Smartphone Shipments
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
• 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.
Global Smartphone Shipments Market Share (%)
Brands
Q2
2019
Q3
2019
Q4
2019
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Samsung
21%
21%
18%
20%
20%
22%
16%
22%
Apple
10%
12%
18%
14%
14%
11%
21%
17%
Xiaomi
9%
8%
8%
10%
10%
13%
11%
14%
OPPO
9%
9%
8%
8%
9%
8%
9%
11%
vivo
8%
8%
8%
7%
8%
8%
8%
10%
Huawei#
16%
18%
14%
17%
20%
14%
8%
4%
realme
1%
3%
2%
2%
2%
4%
4%
4%
Others
24%
21%
23%
22%
16%
20%
23%
18%
Global Smartphone Shipments
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
• 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.
Global Smartphone Shipments Market Share (%)
Brands
Q1
2019
Q2
2019
Q3
2019
Q4
2019
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Apple
12%
10%
12%
18%
14%
14%
11%
21%
Samsung
21%
21%
21%
18%
20%
20%
22%
16%
Xiaomi
8%
9%
8%
8%
10%
10%
13%
11%
OPPO
8%
9%
9%
8%
8%
9%
8%
9%
vivo
7%
8%
8%
8%
7%
8%
8%
8%
Huawei#
17%
16%
18%
14%
17%
20%
14%
8%
realme
1%
1%
3%
2%
2%
2%
4%
4%
Others
24%
24%
21%
23%
22%
16%
20%
23%
Global Smartphone Shipments
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
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.
Global Smartphone Shipments Market Share (%)
Brands
Q4
2018
Q1
2019
Q2
2019
Q3
2019
Q4
2019
Q1
2020
Q2
2020
Q3
2020
Samsung
18%
21%
21%
21%
18%
20%
20%
22%
Huawei#
15%
17%
16%
18%
14%
17%
20%
14%
Xiaomi
6%
8%
9%
8%
8%
10%
10%
13%
Apple
17%
12%
10%
12%
18%
14%
14%
11%
OPPO
8%
8%
9%
9%
8%
8%
9%
8%
vivo
7%
7%
8%
8%
8%
7%
8%
8%
realme
–
1%
1%
3%
2%
2%
2%
4%
Others
26%
24%
24%
21%
23%
22%
16%
20%
Global Smartphone Shipments
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
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.
Global Smartphone Shipments Market Share (%)
Brands
Q3
2018
Q4
2018
Q1
2019
Q2
2019
Q3
2019
Q4
2019
Q1
2020
Q2
2020
Huawei#
14%
15%
17%
16%
18%
14%
17%
20%
Samsung
19%
18%
21%
21%
21%
18%
20%
20%
Apple
12%
17%
12%
10%
12%
18%
14%
14%
Xiaomi
9%
6%
8%
9%
8%
8%
10%
10%
OPPO
9%
8%
8%
9%
9%
8%
8%
9%
vivo
8%
7%
7%
8%
8%
8%
7%
8%
Lenovo##
3%
3%
3%
3%
3%
3%
2%
3%
Others
26%
26%
24%
24%
21%
23%
22%
16%
Global Smartphone Shipments
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
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.
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.
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.
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.
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.
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.
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.
China Smartphone Shipments Market Data (Q1 2022 – Q2 2023)
Published Date: August 17, 2023
A repository of quarterly data for the China smartphone market. 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.
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.
Note:
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.
For our detailed research on the China smartphone sales market share Q2 2023, click here.
The smartphone market share numbers are from:
MOBILE DEVICES MONITOR – Q2 2023 (Vendor Region Countries)
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.
The deliverable includes
• Single pivot format giving in-depth analysis of the global handset market
• Covers 140+ brands now in comparison to 95 brands earlier
• Break out of 3 key countriesin each region to give a further granular view of the regions
• 18 countries view as compared to six earlier
• Covers more than 95% of the global handset shipments
• More visuals and analysis by country and by regions
This robust quarterly report with fact-based deep analysis covering multiple dimensions will help players across the handset value chain to holistically analyze the current state of the global handset market and plan ahead of the competition.
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 contact(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.
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.
China Smartphone Market Share (Shipments %)
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%
*Ranking is according to latest quarter.
Note:
HONOR separated from Huawei in 2020 Q4 and its market share does not include Huawei brand family volumes starting Q1 2021.
OPPO includes OnePlus since Q3 2021.
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.
China Smartphone Market Share (Shipments %)
Brands
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Q3
2022
Q4
2022
Apple
12%
22%
18%
13%
14%
22%
vivo
22%
16%
17%
20%
20%
18%
OPPO*
20%
17%
19%
18%
18%
16%
HONOR
18%
17%
20%
20%
17%
15%
Xiaomi
14%
16%
15%
17%
13%
12%
Others
14%
12%
11%
12%
18%
17%
*Ranking is according to latest quarter.
Note:
HONOR separated from Huawei in 2020 Q4 and its market share does not include Huawei brand family volumes starting Q1 2021.
OPPO includes OnePlus since Q3 2021.
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.
China Smartphone Shipments Market Share (%)
Brands
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
Q3
2022
vivo
24%
22%
16%
17%
20%
20%
OPPO*
21%
20%
17%
19%
18%
18%
HONOR
9%
18%
17%
20%
20%
17%
Apple
12%
12%
22%
18%
13%
14%
Xiaomi
17%
14%
16%
15%
17%
13%
Others
17%
14%
12%
11%
12%
18%
*Ranking is according to latest quarter.
Note:
HONOR separated from Huawei in 2020 Q4 and its market share does not include Huawei brand family volumes starting Q1 2021.
OPPO includes OnePlus since Q3 2021.
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.
China Smartphone Shipments Market Share (%)
Brands
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Q2
2022
HONOR
5%
9%
18%
17%
20%
20%
vivo
24%
24%
22%
16%
17%
20%
OPPO*
23%
21%
20%
17%
19%
18%
Xiaomi
15%
17%
14%
16%
15%
17%
Apple
13%
12%
12%
22%
18%
13%
Others
20%
17%
14%
12%
11%
12%
*Ranking is according to latest quarter.
Note:
HONOR separated from Huawei in 2020 Q4 and its market share does not include Huawei brand family volumes starting Q1 2021.
OPPO includes OnePlus since Q3 2021.
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.
China Smartphone Shipments Market Share (%)
Brand
Q4 2020
Q1 2021
Q2 2021
Q3 2021
Q4 2021
Q1 2022
HONOR
7%
5%
9%
18%
17%
20%
OPPO*
17%
23%
21%
20%
17%
19%
Apple
17%
13%
12%
12%
22%
18%
vivo
17%
24%
24%
22%
16%
17%
Xiaomi
13%
15%
17%
14%
16%
15%
Others
29%
20%
17%
14%
12%
11%
*Ranking is according to latest quarter.
Note:
HONOR separated from Huawei in 2020 Q4 and its market share does not include Huawei brand family volumes starting Q1 2021.
OPPO includes OnePlus since Q3 2021.
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.
China Smartphone Market Share (%)
Brands
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Apple
8%
17%
13%
12%
12%
22%
HONOR
13%
7%
5%
9%
18%
17%
OPPO*
16%
18%
23%
22%
20%
17%
vivo
18%
17%
24%
24%
22%
16%
Xiaomi
13%
13%
15%
17%
14%
16%
Others
32%
28%
20%
16%
14%
12%
*Ranking is according to latest quarter.
Note:
HONOR separated from Huawei in 2020 Q4 and its market share does not include Huawei brand family volumes starting Q1 2021.
OPPO includes OnePlus since Q3 2021.
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.
China Smartphone Shipments Market Share (%)
Brands
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
vivo
16%
17%
18%
21%
23%
23%
OPPO
15%
15%
16%
22%
21%
20%
HONOR
14%
14%
9%
5%
8%
15%
Xiaomi
9%
11%
12%
15%
17%
14%
Apple
9%
8%
16%
15%
14%
13%
Others
37%
35%
29%
22%
17%
15%
*Ranking is according to latest quarter.
Note: HONOR separated from Huawei in 2020 Q4 and its market share does not include Huawei brand family volumes starting Q1 2021.
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%).
China Smartphone Shipments Market Share (%)
Brands
Q1
2020
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
vivo
17%
16%
18%
17%
24%
23%
OPPO
15%
16%
16%
17%
23%
21%
Xiaomi
29%
10%
13%
13%
15%
17%
Apple
11%
8%
8%
17%
13%
14%
Huawei
9%
33%
30%
20%
15%
10%
Others
19%
17%
15%
16%
10%
15%
*Ranking is according to latest quarter. #Huawei includes HONOR
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.
China Smartphone Shipments Market Share (%)
Brands
2019Q4
2020Q1
2020Q2
2020Q3
2020Q4
2021Q1
vivo
17%
17%
16%
18%
17%
24%
OPPO
15%
15%
16%
16%
17%
23%
Huawei
25%
29%
33%
30%
20%
15%
Xiaomi
9%
11%
10%
13%
13%
15%
Apple
14%
9%
8%
8%
17%
13%
HONOR
10%
12%
13%
13%
7%
5%
realme
0%
0%
0%
0%
2%
2%
Others
10%
7%
4%
2%
7%
3%
*Ranking is according to latest quarter. #Huawei includes HONOR
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.
China Smartphone Shipments Market Share (%)
Brands
2019Q3
2019Q4
2020Q1
2020Q2
2020Q3
2020Q4
Huawei#
40%
35%
41%
46%
43%
30%
vivo
19%
17%
17%
16%
18%
18%
Oppo
18%
16%
15%
16%
16%
16%
Xiaomi
8%
9%
11%
10%
13%
13%
Apple
8%
14%
9%
8%
8%
8%
realme
0%
0%
0%
0%
0%
2%
Others
6%
9%
6%
4%
2%
13%
*Ranking is according to latest quarter. #Huawei includes HONOR
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.
China Smartphone Shipments Market Share (%)
Brands
2019
Q2
2019
Q3
2019
Q4
2020
Q1
2020
Q2
2020
Q3
Huawei#
35%
40%
35%
41%
46%
43%
Vivo
18%
19%
17%
17%
16%
18%
Oppo
19%
18%
16%
15%
16%
16%
Xiaomi
11%
8%
9%
11%
10%
13%
Apple
6%
8%
14%
9%
8%
8%
Realme
0%
1%
1%
0%
0%
0%
Others
11%
6%
8%
7%
4%
2%
*Ranking is according to latest quarter. #Huawei includes HONOR
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.
China Smartphone Shipments Market Share (%)
Brands
2019 Q1
2019 Q2
2019 Q3
2019 Q4
2020 Q1
2020 Q2
Huawei#
34%
35%
40%
35%
41%
46%
vivo
19%
18%
19%
17%
17%
16%
Oppo
18%
19%
18%
16%
15%
16%
Xiaomi
12%
11%
8%
9%
11%
10%
Apple
9%
6%
8%
14%
9%
8%
Samsung
1%
1%
1%
0%
1%
0%
Others
7%
10%
6%
9%
6%
4%
*Ranking is according to latest quarter. #Huawei includes HONOR
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
China Smartphone Shipments Market Share (%)
Brands
2019 Q1
2019 Q2
2019 Q3
2019 Q4
2020 Q1
Huawei#
34%
35%
40%
35%
41%
vivo
19%
18%
19%
17%
17%
Oppo
18%
19%
18%
16%
15%
Xiaomi
12%
11%
8%
9%
11%
Apple
9%
6%
8%
14%
9%
Meizu
1%
1%
1%
1%
0%
Others
7%
10%
6%
8%
7%
*Ranking is according to latest quarter. #Huawei includes HONOR
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.
China Smartphone Share (%)
2018
Q4
2019
Q1
2019
Q2
2019
Q3
2019
Q4
Huawei#
28%
34%
35%
40%
35%
vivo
19%
19%
18%
19%
17%
Oppo
20%
18%
19%
18%
16%
Apple
12%
9%
6%
8%
14%
Xiaomi
9%
12%
11%
8%
9%
Meizu
2%
1%
1%
1%
1%
Others
10%
7%
10%
6%
8%
*Ranking is according to latest quarter.
#Huawei includes HONOR
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.
China Smartphone Share (%)
2018
Q3
2018
Q4
2019
Q1
2019
Q2
2019
Q3
Huawei#
23%
28%
34%
35%
40%
vivo
21%
19%
19%
18%
19%
Oppo
21%
20%
18%
19%
18%
Xiaomi
13%
9%
12%
11%
8%
Apple
9%
12%
9%
6%
8%
Meizu
2%
2%
1%
1%
1%
Others
11%
10%
7%
10%
6%
*Ranking is according to latest quarter.
#Huawei includes HONOR
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.
China Smartphone Share (%)
2018
Q2
2018
Q3
2018
Q4
2019
Q1
2019
Q2
Huawei#
26%
23%
28%
34%
35%
Oppo
18%
21%
19%
18%
19%
vivo
19%
21%
20%
19%
18%
Xiaomi
13%
13%
9%
12%
11%
Apple
8%
9%
12%
9%
6%
Meizu
2%
2%
2%
1%
1%
Others
14%
11%
10%
7%
10%
*Ranking is according to latest quarter.
#Huawei includes HONOR
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.
China Smartphone Share (%)
2018
Q1
2018
Q2
2018
Q3
2018
Q4
2019
Q1
Huawei#
22%
26%
23%
28%
34%
vivo
16%
18%
21%
19%
19%
Oppo
18%
19%
21%
20%
18%
Xiaomi
13%
13%
13%
9%
12%
Apple
13%
8%
9%
12%
9%
Samsung
1%
1%
1%
1%
1%
Others
15%
14%
11%
10%
7%
*Ranking is according to latest quarter.
#Huawei includes HONOR
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 (%)
2017Q4
2018Q1
2018Q2
2018Q3
2018Q4
Huawei
20%
22%
26%
23%
28%
Oppo
17%
18%
19%
21%
20%
vivo
15%
16%
18%
21%
19%
Apple
15%
13%
8%
9%
12%
Xiaomi
15%
13%
13%
13%
9%
Meizu
3%
3%
2%
2%
2%
Others
15%
15%
14%
11%
10%
*Ranking is according to 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.
China Smartphone Share (%)
2017Q3
2017Q4
2018Q1
2018Q2
2018Q3
Huawei
19%
20%
22%
26%
23%
Oppo
19%
17%
18%
19%
21%
vivo
19%
15%
16%
18%
21%
Xiaomi
14%
15%
13%
13%
13%
Apple
10%
15%
13%
8%
9%
Meizu
4%
3%
3%
2%
2%
Others
15%
15%
15%
14%
11%
*Ranking is according to 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.
China Smartphone Share (%)
2017Q2
2017Q3
2017Q4
2018Q1
2018Q2
Huawei
20%
19%
20%
22%
26%
Oppo
19%
19%
17%
18%
19%
vivo
17%
19%
15%
16%
18%
Xiaomi
13%
14%
15%
13%
13%
Apple
8%
10%
15%
13%
8%
Meizu
4%
4%
3%
3%
2%
Others
19%
15%
15%
15%
14%
*Ranking is according to 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
India Smartphone Shipments Market Data (Q1 2022 – Q2 2023)
Published date: August 17, 2023
A repository of quarterly data for the India smartphone market share. 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.
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 Q1 2023.
The smartphone market share numbers are from:
MOBILE DEVICES MONITOR – Q2 2023 (Vendor Region Countries)
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.
The deliverable includes
• Single pivot format giving in-depth analysis of the global handset market
• Covers 140+ brands now in comparison to 95 brands earlier
• Break out of 3 key countriesin each region to give a further granular view of the regions
• 18 countries view as compared to six earlier
• Covers more than 95% of the global handset shipments
• More visuals and analysis by country and by regions
This robust quarterly report with fact-based deep analysis covering multiple dimensions will help players across the handset value chain to holistically analyze the current state of the global handset market and plan ahead of the competition.
This data represents the Indian smartphone market share by quarter (from 2021-2023) by top OEMs. The Indian market is one of the fastest growing smartphone markets worldwide.
For detailed insights on the data, please reach out to us at contact(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.
Q1 2023 Highlights
Published date: May 9, 2023
Highlights:
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.
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 (%)
Brands
Q3 2021
Q4 2021
Q1 2022
Q2 2022
Q3 2022
Q4 2022
Samsung
17%
16%
20%
18%
19%
20%
Xiaomi
23%
21%
23%
19%
21%
18%
vivo
15%
13%
15%
17%
14%
18%
OPPO
10%
9%
9%
11%
10%
11%
realme
15%
17%
16%
16%
14%
8%
Others
20%
24%
17%
19%
22%
25%
*Ranking is according to the latest quarter.
Q3 2022 Highlights
Published date: December 21, 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.
India Smartphone Market Share (%)
Brands
Q2 2021
Q3 2021
Q4 2021
Q1 2022
Q2 2022
Q3 2022
Xiaomi
28%
23%
21%
23%
19%
21%
Samsung
18%
17%
16%
20%
18%
19%
realme
15%
15%
17%
16%
16%
14%
vivo
15%
15%
13%
15%
17%
14%
OPPO
10%
10%
9%
9%
11%
10%
Others
14%
20%
24%
17%
19%
22%
*Ranking is according to the latest quarter.
Q2 2022 Highlights
Published date: August 15, 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.
India Smartphone Market Share (%)
Brands
Q1 2021
Q2 2021
Q3 2021
Q4 2021
Q1 2022
Q2 2022
Xiaomi
26%
28%
23%
21%
23%
19%
Samsung
20%
18%
17%
16%
20%
19%
vivo
16%
15%
15%
13%
15%
17%
realme
11%
15%
15%
17%
16%
16%
OPPO
11%
10%
10%
9%
9%
11%
Others
16%
14%
20%
24%
17%
18%
*Ranking is according to the latest quarter.
Q1 2022 Highlights
Published date: May 15, 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.
India Smartphone Market Share (%)
Brands
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Xiaomi
26%
26%
28%
23%
21%
23%
Samsung
20%
20%
18%
17%
16%
20%
realme
11%
11%
15%
15%
17%
16%
vivo
15%
16%
15%
15%
13%
15%
OPPO
10%
11%
10%
10%
9%
9%
Others
18%
16%
14%
20%
24%
17%
*Ranking is according to the latest quarter.
Q4 2021 Highlights
Published date: February 15, 2022
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.
India Smartphone Market Share (%)
Brands
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Xiaomi
23%
26%
26%
28%
23%
21%
realme
15%
11%
11%
15%
15%
17%
Samsung
24%
20%
20%
18%
17%
16%
vivo
16%
15%
16%
15%
15%
13%
OPPO
10%
10%
11%
10%
10%
9%
Others
12%
17%
16%
14%
21%
24%
*Ranking is according to the latest quarter.
Q3 2021 Highlights
Published date: November 15, 2022
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.
India Smartphone Market Share (%)
Brands
Q2
2020
Q3
2020
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Xiaomi
29%
23%
26%
26%
28%
23%
Samsung
26%
24%
20%
20%
18%
17%
vivo
17%
16%
15%
16%
15%
15%
realme
11%
15%
11%
11%
15%
15%
OPPO
9%
10%
10%
11%
10%
10%
Others
8%
12%
18%
16%
14%
20%
*Ranking is according to the latest quarter.
Q2 2021 Highlights
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.
India Smartphone Market Share (%)
Brands
2020 Q1
2020 Q2
2020 Q3
2020 Q4
2021 Q1
2021 Q2
Xiaomi
31%
29%
23%
26%
26%
28%
Samsung
16%
26%
24%
20%
20%
18%
vivo
17%
17%
16%
15%
16%
15%
realme
14%
11%
15%
11%
11%
15%
OPPO
12%
9%
10%
10%
11%
10%
Others
10%
8%
12%
18%
16%
14%
*Ranking is according to the latest quarter.
Q1 2021 Highlights
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.
India Smartphone Market Share (%)
Brands
2019 Q4
2020 Q1
2020 Q2
2020 Q3
2020 Q4
2021 Q1
Xiaomi
27%
31%
29%
23%
26%
26%
Samsung
18%
16%
26%
24%
20%
20%
vivo
21%
17%
17%
16%
15%
16%
Realme
8%
14%
11%
15%
11%
11%
Oppo
12%
12%
9%
10%
10%
11%
Others
14%
10%
8%
12%
18%
16%
*Ranking is according to the latest quarter.
Q4 2020 Highlights
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.
India Smartphone Market Share (%)
Brands
2019 Q3
2019 Q4
2020 Q1
2020 Q2
2020 Q3
2020 Q4
Xiaomi
26%
27%
30%
29%
23%
26%
Samsung
20%
18%
16%
26%
24%
19%
vivo
17%
21%
17%
17%
16%
15%
Realme
16%
8%
14%
11%
15%
12%
Oppo
8%
12%
12%
9%
10%
10%
Others
13%
14%
11%
8%
12%
18%
*Ranking is according to the latest quarter.
Q3 2020 Highlights
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 theirmarket sharein Q3 2020, registering 73% YoY growth.
India Smartphone Market Share (%)
Brands
2019
Q2
2019
Q3
2019
Q4
2020
Q1
2020
Q2
2020
Q3
Samsung
25%
20%
18%
16%
26%
24%
Xiaomi
28%
26%
27%
30%
29%
23%
Vivo
11%
17%
21%
17%
17%
16%
Realme
9%
16%
8%
14%
11%
15%
Oppo
8%
8%
12%
12%
9%
10%
Others
19%
13%
14%
11%
8%
12%
*Ranking is according to the latest quarter.
Q2 2020 Highlights
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.
India Smartphone Market Share (%)
Brands
2019Q1
2019Q2
2019Q3
2019Q4
2020Q1
2020Q2
Xiaomi
29%
28%
26%
27%
30%
29%
Samsung
23%
25%
20%
18%
16%
26%
Vivo
12%
11%
17%
21%
17%
17%
Realme
7%
9%
16%
8%
14%
11%
Oppo
7%
8%
8%
12%
12%
9%
Others
22%
19%
13%
14%
11%
8%
*Ranking is according to the latest quarter.
Q1 2020 Highlights
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-$260) price segment.
A GST hike was announced during the quarter which we expect will have an impact on OEMs margins and new launches. A strong dollar and the GST hike will be detrimental to the mobile industry. Due to the hike, most of the OEMs have already increased smartphone prices.
India Smartphone Market Share (%)
Brands
2019 Q1
2019 Q2
2019 Q3
2019 Q4
2020 Q1
Xiaomi
29%
28%
26%
27%
30%
Vivo
12%
11%
17%
21%
17%
Samsung
23%
25%
20%
18%
16%
Realme
7%
9%
16%
8%
14%
Oppo
7%
8%
8%
12%
12%
Others
22%
19%
13%
14%
11%
*Ranking is according to the latest quarter.
Q4 2019 Highlights
The India smartphone market grew 7% YoY in both Q4 2019 and in 2019 due to the expansion of Chinese brands with their aggressive pricing and promotional strategy.
Xiaomi grew 7% YoY in Q4 2019 and 5% YoY in 2019 driven by expansion in offline channels and the strong performance of its Redmi Note series.
Vivo grew 76% YoY in 2019 and 132% YoY in Q4 2019 driven good performance of its budget segment series.
Samsung shipments remained almost flat YoY in 4Q19, while it has shown a 5% YoY decline in 2019 as a whole. Samsung shipments were driven by its upgraded A and M series (A50s, A30s, M30s and A20s).
OPPO shipments almost doubled YoY in Q4 2019, due to demand for its budget segment device A5s and the good performance of its recently launched devices A9 2020 and A5 2020 in the offline segment.
realme grew 255% in India in 2019. The growth of realme was driven by an aggressive go-to-market strategy that involved launching several industry-first features with a strong design language. This is resonating well among young consumers seeking value-for-money devices.
Transsion Group (Itel, Infinix, and Tecno) reached its highest ever market share in Q4 2019. Transsion remained strong in tier 3, tier 4 cities and rural India. Itel was the number one smartphone brand in the entry-level sub-INR 4,000 (US$ 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
Xiaomi
27%
29%
28%
26%
27%
Vivo
10%
12%
12%
17%
21%
Samsung
20%
24%
25%
20%
19%
Oppo
7%
7%
8%
8%
12%
Realme
8%
7%
9%
16%
8%
Others
28%
21%
18%
13%
13%
*Ranking is according to latest quarter.
Click here to read about India smartphone market in Q4 2019.
Q3 2019 Highlights
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.
India Smartphone Market Share (%)
2018
Q3
2018
Q4
2019
Q1
2019
Q2
2019
Q3
Xiaomi
27%
27%
29%
28%
26%
Samsung
23%
20%
24%
25%
20%
Vivo
10%
10%
12%
12%
17%
Realme
3%
8%
7%
9%
16%
Oppo
8%
7%
7%
8%
8%
Others
29%
28%
21%
18%
13%
*Ranking is according to latest quarter.
Q2 2019 Highlights
Xiaomi captured the top spot in Q2 2019 with a 28% share. Its shipments grew 6% YoY driven by portfolio expansion andaggressive 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.
India Smartphone Market Share (%)
2018
Q2
2018
Q3
2018
Q4
2019
Q1
2019
Q2
Xiaomi
28%
27%
27%
29%
28%
Samsung
28%
23%
20%
24%
25%
Vivo
12%
10%
10%
12%
12%
Realme
1%
3%
8%
7%
9%
Oppo
9%
8%
7%
7%
8%
Others
22%
29%
28%
21%
18%
*Ranking is according to latest quarter.
Q1 2019 Highlights
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.
India Smartphone Market Share (%)
2018Q1
2018Q2
2018Q3
2018Q4
2019Q1
Xiaomi
31%
28%
27%
27%
29%
Samsung
26%
28%
23%
20%
24%
vivo
6%
12%
10%
10%
12%
Realme
–
1%
3%
8%
7%
Oppo
6%
9%
8%
7%
7%
Others
31%
22%
29%
28%
21%
*Ranking is according to latest quarter.
Q4 2018 Highlights
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.
India Smartphone Market Share (%)
2017Q4
2018Q1
2018Q2
2018Q3
2018Q4
Xiaomi
25%
31%
28%
27%
27%
Samsung
23%
26%
28%
23%
20%
vivo
6%
6%
12%
10%
10%
Oppo
6%
6%
9%
8%
7%
Micromax
5%
3%
1%
9%
5%
Others
35%
28%
22%
23%
31%
*Ranking is according to latest quarter.
Q3 2018 Highlights
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.
India Smartphone Market Share (%)
2017Q3
2017Q4
2018Q1
2018Q2
2018Q3
Xiaomi
22%
25%
31%
28%
27%
Samsung
23%
23%
26%
28%
23%
vivo
9%
6%
6%
12%
10%
Micromax
6%
5%
3%
1%
9%
Oppo
8%
6%
6%
9%
8%
Others
32%
35%
28%
22%
23%
*Ranking is according to latest quarter.
Q2 2018 Highlights
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 shipmentsinIndia 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.
India Smartphone Market Share (%)
2017Q2
2017Q3
2017Q4
2018Q1
2018Q2
Samsung
23%
23%
23%
26%
28%
Xiaomi
16%
22%
25%
31%
28%
vivo
13%
9%
6%
6%
12%
Oppo
10%
8%
6%
6%
9%
Huawei
1%
1%
1%
3%
3%
Others
37%
37%
39%
28%
20%
*Ranking is according to latest quarter.
Q1 2018 Highlights
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.
Indonesia’s smartphone shipments declined in Q2 2023 due to macroeconomic headwinds.
OPPO overtook Samsung to recapture the top spot with a 21% share.
Top OEMs except Infinix recorded declines. Infinix’s shipments grew 17% YoY.
Xiaomi’s shipment decline softened to 12% YoY in Q2 2023.
5G smartphone shipments in the <$400 price band increased 11% YoY.
Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – August 14, 2023
With macroeconomic headwinds continuing to impact demand, Indonesia’s smartphone shipments declined 10% YoY in Q2 2023, according to Counterpoint’s Monthly Indonesia Smartphone Tracker. The increase in shopping activity during the Eid al-Fitr festivities in April was also lower than last year. Promotions such as price discounts, bundled offers and installment and trade-in schemes failed to have the desired impact on sales. Consumers’ buying interest shifted to accommodating the increased price of commodities like fuel, and household and personal products, along with services availed during the festival season, such as travel.
Indonesia Smartphone Shipments Market Share by OEM, Q2 2022 vs Q2 2023
Source: Counterpoint Monthly Indonesia Smartphone Tracker, 2023
OPPOrecaptured the top spot in the market in Q2 2023 with a 21% share, largely supported by its low-end models in the A17 series.The brand continued its aggressive marketing campaign and the models released in the previous quarter, such as the Reno8 T series and Find N2 Flip, had a spillover effect on its visibility in the market. The Galaxy A04 series made a significant contribution to Samsung’s volumes, restricting the brand’s shipment share decline to just 1% point.
Among top OEMs, only Infinix saw an increase in its shipments, at 17% YoY. The brand focused on the <$200 price band, offering better specifications in its models. Besides, Infinix was aggressive with its marketing activities to increase awareness and visibility for the brand. Its newly launched products, such as the Note 30 series, Hot 30 series and the Smart 7 series, contributed significant volumes to the brand’s overall shipments.
Xiaomi’s shipment decline significantly softened to 12% YoY in Q2 2023 from 47% YoY in Q2 2022. Recent initiatives indicated that Xiaomi had worked on strengthening its supply and distribution. The OEM made strong marketing moves during the quarter, such as new product launches and rejigging of discount schemes. Xiaomi sub-brand Redmi’s performance was driven by its newly launched models, especially the Redmi A2 series and Redmi Note 12 series.
5G smartphone shipments in the <$400 price band increased 11% YoY in Q2. Key OEMs in this segment included Samsung with its Galaxy A14 5G, A23 5G and A34 5G series and Xiaomi with its Redmi Note 12 series. Newcomer iQOO Z7 5G series also joined this segment.
Outlook
Looking ahead, we expect a continued macroeconomic recovery in H2 2023 to lift the smartphone market. Senior Analyst Febriman Abdillah said, “Price becomes more crucial considering the current macroeconomic climate, which has increased commodity prices. Giving incentives to consumers, like discounts, bundled offers, bonuses and trade-in schemes, can be one option to keep the market attractive. The incentives may even be relevant for the mid-range and premium segments.”
At the brand level, Xiaomi’s new initiatives to bring prices down may attract consumers and help the brand grow this year. Infinix may grow further as it becomes more popular in the market.
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.
Philippines smartphone shipments fell 20% YoY due to sustained low demand driven by a combination of factors like high taxes and inflation.
Xiaomi rose to the third position on the Note 12 series’ success and 19% YoY shipment growth.
Back-to-back launches propelled TECNO’s YoY growth to 73%.
Premium buyers shrugged off higher costs to drive the segment’s 26% YoY growth.
5G smartphones under $200 witnessed 25% YoY growth.
Jakarta, Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – August 10, 2023
Smartphone shipments in the Philippines recorded a 20% YoY decline in Q2 2023 due to sustained low demand driven by a combination of factors such as high consumption taxes, elevated production and distribution costs following public utilities’ privatization, and a weak Peso, according to Counterpoint Research’s Philippines Monthly Smartphone Channel Share Tracker.
Source: Counterpoint Research
Many of the major brands saw significant downswings this quarter. Though realme continued to be the number one brand, its market share reduced to 17.3% after a 37% YoY decline in shipments due to limited product launches and weakened smartphone demand. The brand could keep its number one spot due to the popularity of its C55 model, which was also the market’s top-selling model in Q2 2023, and the C53 model, which was sold out on Lazada overnight. Samsung experienced a YoY shipment decline of 26% in Q2 2023, owing again to fewer model launches and limited promotions in the budget segment.
Xiaomi overtook OPPO to take the third position in the Philippines in Q2 2023. The brand recorded 19% YoY growth boosted by a good reception of its Note 12 series. Xiaomi also held its annual fan festival in April, where it offered promotions, especially on the newly launched Note 12 series and popular 12C model, further fuelling its growth.
OPPO and vivo witnessed shipment declines of 34% and 43%, respectively. Both brands were part of the payday promotions in June, but the offers were restricted more toward the older models to clear inventory. Infinix recorded marginal growth of around 3% but increased its market share to 9.7% to enter the top five brands for the quarter. Its budget Hot 30 series performed well, while the Note 30 series got a good reception as a decent gaming phone.
TECNO performed well in this quarter, recording 73% YoY shipment growth driven by its quick, successive model launches. The newly launched Spark Go and Spark 10 series are doing particularly well due to their competitive prices.
Shipments of smartphones priced less than $200 and in the $200-$399 segment decreased by 22% and 16% YoY, respectively, due to constrained consumer spending. The $400-$599 segment recorded a bigger decline of 54% as it saw fewer launches by major brands such as Samsung and realme.
However, the premium segment (>$600) witnessed a 26% YoY increase, the only segment to show YoY growth. Apple still led this segment with a 43% share. The brand’s official reseller, Powermac, has expanded its Apple Premium Partnership store presence to give Apple customers an enhanced experience along with deals and promotions. Other offers by retailers centered around 0% installments and iPhone bundled offers.
For this quarter, 5G smartphones saw a decline in all price segments except the below $200 segment, which witnessed a 25% YoY growth driven by the introduction of Infinix Zero 5G and Note 30, along with TECNO’s 5G version of the Spark 10 series. Telecom operators are making efforts to keep up with operators like Globe Telecom, which recently rolled out its 5G services at 66 more sites. However, 5G infrastructure development is still slow in the Philippines and is mainly centered around urban areas like Greater Manila, Cebu and Davao.
Outlook
Inflationary pressures have been decreasing in the Philippines, thus giving some relief to consumers. While we may see another quarter of YoY decline, demand is likely to increase, especially with online and offline channel promotions. The premium segment is also expected to do well as Apple and Samsung launch premium models in the coming 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.
Smartphone sales in China fell 4% YoY in Q2 2023. The sales continued to decline in April and May, while the 618 e-commerce festival provided a boost in June.
Among OEMs, vivo reclaimed its leadership position with a 17.7% market share. OPPO (including OnePlus) and Apple were in a tie in Q2, each capturing 17.2%.
Apple, Huawei and realme managed to achieve positive YoY growth. Huawei’s smartphone sales grew 58% YoY driven by a bigger product portfolio.
Apple’s sales increased 7% YoY as its position in the premium segment remained unchallenged.
Beijing, New Delhi,Hong Kong, London, San Diego, Buenos Aires, Seoul – July 28, 2023
China’s smartphone sales fell 4% YoY in Q2 2023, reaching the lowest Q2 sales figure since 2014, according to Counterpoint’s Market Pulse Service. The macro headwinds, both internal and external, took a toll on Chinese consumer sentiment.
In April and May, smartphone sales remained weak, while the 618 e-commerce festival provided a boost in June, resulting in a 25% MoM growth. However, despite the sequential increase in June, the relatively weak performance observed during the 618 sales period (June 1 to June 18), with an 8% YoY decline according to Counterpoint’s 618 Sales Period Thematic Report, ultimately led to a 6% YoY decline for the full month of June.
Source: Counterpoint Market Pulse Service Notes: OPPO includes OnePlus; Xiaomi includes Redmi; vivo includes iQOO; Figures may not add up to 100% due to rounding
Among OEMs, Apple, Huawei and realme managed to achieve positive YoY growth. Apple maintained excellent sales performance with 7% YoY growth as its position in the premium segment remained unchallenged. The premium segment has proven to be more resilient during economic headwinds. Even within Apple, the sales share of the more premium Pro models grew from around one-third in Q2 2022 to around half in Q2 2023.
Sales of OEMs excluding Apple dropped 5.5% YoY, with all major Android OEMs except Huawei and realme seeing YoY declines. In terms of market share, vivo reclaimed its leadership position with a 17.7% share driven by a strong performance of the Y35 series, Y8 series and the newly launched S17 series. OPPO (including OnePlus) and Apple were in a tie in Q2, each capturing a 17.2% share.
Notably, OnePlus managed to maintain its strong growth momentum from Q1 2023 and achieved YoY growth of 254% in Q2 on the back of channel support from OPPO. On the other hand, OnePlus played an important role in compensating for OPPO’s limited online presence by using its online-centric business model to effectively tap into the segment.
Huawei’s smartphone sales grew 58% YoY in Q2 2023 as the brand managed to resume normal product launches this year. Leveraging its well-established brand image and strong offline footprint, especially in top-tier cities, Huawei witnessed a surge in sales after resolving its product shortages.
HONOR and Xiaomi saw their market shares drop in Q2 2023 on escalating competition. But HONOR has been catching up in offline presence in China.
With a disappointing performance in H1 2023, we have revised downwards our 2023 forecast for China’s smartphone market – from flat growth to a low single-digit YoY decrease. While we anticipate an improvement in smartphone sales during H2 when 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.
Background
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Best-Selling Smartphones in South Korea in July 2023
Looking at individual brands, Samsung, TECNO and 
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