Huawei soars, Apple stagnates and Samsung declines in Q2 smartphone shipments

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While the total smartphone market declined 1.8% in the second quarter of 2018, Huawei's market share increased to 15.8%, reflected in 54.2 million smartphone shipments in the quarter and a whopping 41% jump over previous year. The numbers lend Huawei a 15.8% market share, with Apple eating up 12.1%, according to IDC.

In the overall market, Samsung and Xiaomi are fighting a close battle with the former regaining leadership by 1% margin after two quarters, as per Counterpoint. It is estimated that Huawei has shipped 7 million units of the P20 and P20 Pro combined since their launch. Compared to the same period a year ago, the company's smartphone market share increased 43.6% and shipments increased 40.8%, while global shipments declined 1.8%. As for market leader Samsung, it saw its shipments decline by 8 percent to 73 million.

"The importance of Huawei overtaking Apple this quarter can not be overstated".

To be sure, that's likely going to change in a quarter or two, at most, with Apple ramping up per the usual rhythms and seasonal ebb and flow of its iPhone sales cycle.

That said, "the continued growth of Huawei is impressive, to say the least, as is its ability to move into markets where, until recently, the brand was largely unknown", he added.

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In the same time period, Apple shipped 41 million iPhones thereby registering a mere 1 percent YoY growth.

Ryan Reith, program vice president with IDC's Worldwide Mobile Device Trackers, says that in most markets worldwide, Apple, Samsung, and Huawei are the major players in the ultra-high end ($700+) competition.

This can be attributed both to increased awareness of the brand through marketing and longevity, but also due to the critically-acclaimed Huawei P20 flagship.

Globally, the top 10 vendors control 79% of the market share, while more than 600 brands are competing for space in the remaining 24%. "Honor, which is already strong in the e-commerce segment, is now adopting a multi-channel strategy through branded stores in the South East Asia market", said Tarun Pathak, Associate Director at Counterpoint Research.

Although Huawei now sits at second in the smartphone leaderboard, Samsung still stands at the top. Worth pointing out is that Apple managed to significantly boost revenue during the just-ended quarter even with stagnant iPhone sales, thanks to a climbing average selling price for the iPhone. "Many high growth markets still exist and should return smartphone shipments to overall growth".