For the global smartphone market, this is the third consecutive quarter of year-on-year decline, and the fourth quarter in history. IDC believes that this is the result of turbulence in many highly infiltrated markets, and although many high-growth markets still exist, smartphone shipments should also resume overall growth.
From a market share perspective, Huawei ranks second, marking the first time since the second quarter of 2010 that Apple has surpassed Apple. Huawei shipped 54.2 million units, with a market share of 15.8%, a record high. Samsung remains dominant in its undisputed position, although recent earnings reports indicate that Samsung’s mobile division’s revenue will face enormous challenges.
Ryan Reith, vice president of IDC's Global Mobile Device Tracking Program, said: "At least, Huawei's continued growth is impressive, and its market penetration is equally impressive. Not long ago, the brand was basically not. It is worth noting that Apple’s rankings have risen in the two quarters after the launch of the new product, so we are likely to see the top position of the company continue to rise in 2018 and beyond.”
Reis added: "For most markets, the competition for ultra-high end (more than $700) is largely between Apple, Samsung and Huawei, and it is unlikely that much will change in the short term. At the same time, Xiaomi, OPPO and vivo are attracting upper-level users at a price slightly lower than the three giants. This is an area that they should pay close attention to because the construction technology in this field is more and more advanced."
Anthony Scarsella, IDC's global quarterly mobile tracking project research manager, believes: "Market saturation, increased smartphone penetration and ASP (average retail price) continue to rise, continue to curb the growth of the entire market. Consumers still Willing to pay a higher price for the many quality products on the market, they now expect their equipment to last longer and perform better than previous generations, at a much lower price. In response to this slowdown, supply Businesses will need to focus on new innovations, form factors, and combined incentives and promotional factors to drive many competitive markets forward."
Smartphone company highlights
Although Samsung's shipments are down 10.4% from last year, it is still the leader in the global smartphone market.
Samsung's flagship S9/S9+ was launched later in the first quarter of this year, and its sales growth was not as good as previous generations. Samsung said the slowdown was due to increased competition in the high-end market and the overall downturn in the smartphone market. In the coming weeks, the Korean giant will strengthen sales as we look forward to the Galaxy Note 9 listing.
The new Note will be released on August 9 and is expected to be launched earlier than Note 8 to gain a foothold before the upcoming release of Apple and other products. The device is expected to have greater battery capacity, new S-Pen functionality and higher performance.
For the first time, Huawei surpassed Apple and ranked second in the global market share. The company continues to maintain its leading position in the Chinese smartphone market, with a market share of 27% in the second quarter of 2008, a record high.
In the first half of the quarter, Huawei's P20/P20 Pro series products had strong demand in the price range of 600-800 US dollars, which helped Huawei to establish a very good image in the market. In the second half, with the release of "GPU Turbo" technology, Huawei continued to win a good reputation. The “618” promotion prompted strong sales of glory models in the online channel, as the glory brand remained the key driver of the growth of the technology giant.
Despite the increase in sales in the second quarter, Apple fell to third place for the first time. Apple's iPhone sales were 41.3 million units, an increase of 0.7% from 41 million units last year. The iPhone's performance in the high-end market is still good, because the iPhone X is still the best-selling product in many markets. Apple is expected to regain control of the market this fall, and it is expected to launch three next-generation iPhones. It is rumored that the new model will be available in the next quarter, with different screen sizes, prices, performance and new features.
In the past few quarters, Xiaomi has continued to lead Samsung in the Indian market, taking the lead. In addition, Xiaomi has also narrowed its gap with Samsung in Indonesia. The company has increased its local production capacity in Indonesia to cope with the increase in demand during Ramadan, while expanding its online channels and opening more stores.
OPPO faces the challenge of slowing growth in major markets such as India and most of Southeast Asia as it relaxes aggressive marketing and sales activities in the region. Despite this, the company achieved a 5.1% growth last year as OPPO continued to expand into other markets such as the Middle East and Africa. The recently launched Find X has also won praise for OPPO because its innovative, borderless, and non-aliased design has attracted the attention of many people.
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