Global smartphone shipments in 2018
Total 1404.9 million Smartphones shipped in 2018 and 85% were Android devices. It is 4.1% decline compared to 1465.5 millions units shipped in 2017. China which accounts for roughly 30% of global smartphone market had 10% declined compared to 2017. There is growth in few markets like India, Korea, Indonesia, and Vietnam.
Global smartphone shipments ( millions of units )
Brand
|
2017
|
2017 Market Share
|
2018
|
2018 Market Share
|
Change
|
| Samsung |
317.7
|
21.7%
|
292.3
|
20.8%
|
-8.0%
|
| Apple |
215.8
|
14.7%
|
208.8
|
14.9%
|
-3.2%
|
| Huawei |
154.2
|
10.5%
|
206
|
14.7%
|
33.6%
|
| Xiaomi |
92.7
|
6.3%
|
122.6
|
8.7%
|
32.2%
|
| OPPO |
111.7
|
7.6%
|
113.1
|
8.1%
|
1.3%
|
| Others |
573.4
|
39.1%
|
462
|
32.9%
|
-19.4%
|
| Total |
1465.5
|
100.0%
|
1404.9
|
100.0%
|
-4.1%
|
Top 5 smartphone companies now accounts 69% of smartphone volume. Shipments from Apple and Samsung has declined while Chinese companies Huawei and Xiaomi have shown strong growth.
Samsung -
Samsung had challenging year with shipments down from 317.7 millions units to 292.3 millions units. Most of its volume came from high end premium phones like Galaxy Note series and Galaxy S series. Samsung mid-range and low-end smartphones had stiff competition from Chinese brands like Xiaomi, OPPO, and Vivo. It continued to lose market share in mid-range and low-range smartphones as Galaxy A Series and J series didn't provide enough value as compared to other brands.
Apple -
Apple shipped 208.8 millions units in 2018 which is 3.2% less than 215.8 millions units of 2017. Apple launched 6.5 inch iPhone XS Max, 5.8 inch iPhone XS and an affordable iPhone XR. They have improved camera, increased storage and added faster A12 Bionic 7nm processor. Older iPhones 6s, 7, 8 gets price cut which helped in sales. iPhone XR is most popular among Apple line-up.
Huawei -
It was exceptional year for Huawei with 33.6 % growth in shipments compared to 2017. Huawei surpassed Apple for first time to move into second position based on global market share in second quarter of 2018. Its P20/P20pro found strong demand. Huawei is largest vendor in China by market share.
Xiaomi -
It is another fastest growing smartphone brand. Xiaomi shipped 122.6 millions units in 2018 which 32.2% increase compared to 92.7 millions units in 2017. It has surpassed Samsung to become number one brand in India. Xiaomi Note 5 pro was the most popular smartphone from Xiaomi in 2018. It continue its global expansion with market share gain in Asian countries and entering in European markets.