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Smartphone Market Share

Vendor Data Overview

Smartphone companies shipped a sum of 376.5 million units worldwide during the fourth quarter of 2018, resulting in a 5.9% decline compared to the 394.5 million units shipped in the fourth quarter of 2017. The drop marks the fifth consecutive quarter of year-over-year declines for the global smartphone market.

IDC believes this is the result of several factors, including lengthening replacement cycles, building penetration levels in many large markets, political and economic uncertainty, and growing consumer frustration around continuously rising price points. Furthermore, the delayed recovery of China, which accounts for approximately 28% of the world’s smartphone consumption also contributed to this market slump.

Smartphone Vendor Market Share

Quarter 2017Q2 2017Q3 2017Q4 2018Q1 2018Q2 2018Q3 2018Q4
Samsung 22,9% 22,1% 18,9% 23,5% 21,0% 20,3% 18,7%
Apple 11,8% 12,4% 19,6% 15,7% 12,1% 13,2% 18,2%
Huawei 11,0% 10,4% 10,7% 11,8% 15,9% 14,6% 16,1%
OPPO 8,0% 8,1% 6,9% 7,4% 8,6% 8,4% 7,8%
Xiaomi 6,2% 7,5% 7,1% 8,4% 9,5% 9,5% 7,6%
Others 40,1% 39,5% 36,8% 33,2% 32,9% 33,9% 31,6%
TOTAL 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0%

Samsung once again was the leader in the worldwide smartphone market despite a -2.7% QoQ and -5.7% YoY decline in the current quarter. Key devices such as the Galaxy A7 (2018), Galaxy J4+, Galaxy J6+, Galaxy J4, and Galaxy S9 contributed to its growth in the quarter. However, the company continued to take hits from growing competition, especially Chinese players.

Apple took second spot back from Huawei in Q4 2018 though it witnessed a volume drop of -11.5% during the period. Total iPhone volumes were down -3.2% for the entire year mostly due to its two largest markets (the United States and China) both experiencing the worst year for smartphone performance ever. On the other hand, Apple ASPs witnessed a 3% YoY increase during the quarter due to the higher price points of its latest launched models.

Huawei despite slipping back to third place, Huawei remained successful and marked healthy growth of 43.8% YoY and 16.4% QoQ with a 16.1% market share in Q4 2018. Its Mate series helped drive growth and regain share in the premium smartphone segment. 2018Q4 was Huawei’s strongest quarter ever in the home market. It went on to lead the China market with YoY growth of 23.3%. China represents about half of Huawei’s smartphone business, but that is dropping as the company continues its international success with growth in practically every international market where it participated in 2018.

OPPOfinished Q4 2018 in the fourth position with 7.4% YoY growth though down by -2.2% QoQ. Its full-year shipments summed up at 113.1 million, up 1.3% from 2017. India and Indonesia continue to be OPPO’s largest focus markets outside of China with ongoing success from its A-series devices.

Xiaomi slipped to fifth position and reported growth of 1.1% YoY though decline -15.8% QoQ in Q4 2018. Overall, 2018 was a favorable year for the company with full-year shipments up 32.2% YoY and volumes exceeding 100 million. Like OPPO, India and Indonesia continue to be the focus markets outside of China. Its Redmi series devices continue to lead in emerging markets, but its Mi Mix/Max/Pro devices are increasingly becoming flagship contenders with attractive price points.

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