Top 5 best-selling smartphone brands in the world

Global sales of smartphones to end users totalled nearly 408 million units in the fourth quarter of 2017, a 5.6% decline over the fourth quarter of 2016, according to Gartner. This is the first year-on-year decline since Gartner started tracking the global smartphone market in 2004.

“Two main factors led to the fall in the fourth quarter of 2017,” said Anshul Gupta, research director at Gartner. “First, upgrades from feature phones to smartphones have slowed down due to a lack of quality ‘ultra-low-cost’ smartphones and users preferring to buy quality feature phones.

“Second, replacement smartphone users are choosing quality models and keeping them longer, lengthening the replacement cycle of smartphones. Moreover, while demand for high quality, 4G connectivity and better camera features remained strong, high expectations and few incremental benefits during replacement weakened smartphone sales.”

Global smartphone sales by vendor in 4Q17 (Thousands of Units)

Vendor 4Q17 Units 4Q17 Market Share 4Q16 Market Share
Samsung 74 026.6 18.2% 17.8%
Apple 73 175.2 17.9% 17.8%
Huawei 43 887.0 10.8% 9.4%
Xiaomi 28 187.8 6.9% 3.6%
Oppo 25 660.1 6.3% 6.2%
Others 162 908.8 39.9% 45.1%
Total 407 845.4 100% 100%

Samsung recorded a year-on-year unit decline of 3.6% in the fourth quarter of 2017, however, it retained its number-one global smartphone vendor position, ahead of Apple.

Despite the start of a slowdown in sales of Samsung’s Galaxy S8 and S8+, the overall success of those models has helped Samsung improve overall average selling price. Samsung is poised to announce the successors to its Galaxy series of smartphones at Mobile World Congress (MWC).

The launches of its next flagship devices are likely to boost Samsung’s smartphone sales in the first quarter of 2018, Gartner said.

Although Samsung’s significant sales volumes lean toward midprice and entry-level models, which now face extreme competition and reducing contribution, its profit and average selling price may further improve if these next flagship smartphones are successful, the research and advisory firm said.

While Apple’s market share stabilised in the fourth quarter of 2017 compared to the same quarter in 2016, iPhone sales fell 5%.

“Apple was in a different position this quarter than it was 12 months before,” said Gupta. “It had three new smartphones — the iPhone 8, iPhone 8 Plus and iPhone X — yet its performance in the quarter was overshadowed by two factors. First, the later availability of the iPhone X led to slow upgrades to iPhone 8 and 8 Plus, as users waited to try the more-expensive model.

“Second, component shortages and manufacturing capacity constraints preceded a long delivery cycle for the iPhone X, which returned to normal by early December 2017. We expect good demand for the iPhone X to likely bring a delayed sales boost for Apple in the first quarter of 2018,” Gupta said.

Huawei and Xiaomi were the only smartphone vendors to achieve year-on-year unit growth (7.6 and 79, respectively) and grew market share in the quarter. With Huawei’s new smartphone additions in the quarter, including Mate 10 Lite, Honor 6C Pro and Enjoy 7S, the vendor broadened the appeal of its smartphones.

Xiaomi’s competitive smartphone portfolio, consisting of its Mi and Redmi models, helped accelerate its growth in the emerging Asia/Pacific (APAC) market. It also helped Xiaomi win back lost share in China.

“Future growth opportunities for Huawei will reside in winning market share in emerging APAC and the US,” said Gupta.

“Xiaomi’s biggest market outside China is India, where it will continue to see high growth. Increasing sales in Indonesia and other markets in emerging APAC will position Xiaomi as a strong global brand.”

In 2017 as a whole, smartphone sales to end users totalled over 1.5 billion units, an increase of 2.7% from 2016.

Huawei, ranked third, raised its share in 2017, continuing to gain on Apple. At the same time, the combined market share of the Chinese vendors in the top five increased by 4.2 percentage points, while the market share of top two, Samsung and Apple, remained unchanged.

Global smartphone sales by vendor in 2017 (Thousands of Units)

Vendor 2017 Units 2017 Market Share 2016 Market Share
Samsung 321 263.3 20.9% 20.5%
Apple 214 924.4 14.0% 14.4%
Huawei 150 534.3 9.8% 8.9%
Oppo 112 124.0 7.3% 5.7%
Vivo 99 684.8 6.5% 4.8%
Others 638 004.7 41.5% 45.7%
Total 1 536 535.5 100% 100%

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Top 5 best-selling smartphone brands in the world