Strategy Analytics: Apple Achieves Best Q2 Global Smartphone Market Share in Ten Years in Q2 2022

BOSTON–(BUSINESS WIRE)–According to new research from Strategic analysis, global smartphone shipments fell -7% year-on-year to 291 million units in Q2 2022. Samsung led the global smartphone market with a strong market share of 22% in Q2 2022. Apple ranked second with a market share of 16%, the highest performance in the second quarter in ten years. Xiaomi, OPPO (including OnePlus) and vivo remained in the top five list.

Linda Sui, Senior Director of Strategy Analytics, said, “Global smartphone shipments fell -7% year-on-year to 291 million units in the second quarter of 2022. This is the fourth consecutive quarter of annual volume declines. of smartphones. COVID-related disruptions and geopolitical issues negatively impacted the smartphone market in the second quarter of this year. Meanwhile, unfavorable economic conditions continued to weaken consumer demand for smartphones and other non-essential products.

Woody Oh, Director of Strategy Analytics, added, “We estimate that Samsung shipped 63 million smartphones and overtook the global smartphone market with a strong market share of 22% in Q2 2022. This is the strongest performance supplier’s highest in the second quarter in terms of market share since 2020. Demand remained stable. strong for the new flagship Galaxy S22 series, especially the more expensive S22 Ultra model. Apple shipped 48 million iPhones worldwide, up +3% YoY, for a global market share of 16% in Q2 2022. This is the highest market share for Apple in the second quarter over the past ten years, at the expense of major Chinese brands which are hampered by the poor performance in the domestic and overseas market. Apple had a strong quarter, led by the iPhone 13 series which continued to increase volumes in the US, China and other key markets.

Yiwen Wu, Principal Analyst at Strategy Analytics, added, “Xiaomi shipped 40 million smartphones and took third place with 14% global market share in Q2 2022, up from 17% a year ago. Xiaomi suffered from geopolitical uncertainties in Europe. The Chinese and Indian markets also delivered a mixed bag for the Chinese brand. OPPO (OnePlus) ranked fourth and captured 10% global smartphone market share in Q2 2022. Vivo remained fifth with 9% global smartphone market share in Q2 2022. OPPO (OnePlus) and Vivo both lost ground in most markets, as 5G competition from Honor and other smartphone rivals intensified sharply in China and other markets.

Neil MawstonExecutive Director at Strategy Analytics, added: “Global competition among other major smartphone brands, beyond the top five, was fierce during the second quarter of 2022. Transsion, Honor, Lenovo-Motorola and Huawei all outperformed the market. global but produced different models. Transsion took over Samsung’s leading position in the Africa region this quarter. Honor held firm in China as the largest supplier for the first time and continued to expand in overseas markets. Lenovo-Motorola stabilized performance in the Americas region and grew in Europe and Asia-Pacific. Realme remained in the top 10 but had a mixed performance and lost ground in China, Latin America, Central and Eastern Europe and the Africa Middle East region. Among the top ten brands, there are eight Chinese brands. However, all of these Chinese brands combined posted a -13% year-on-year decline, underperforming the total market and the two major players. »

Linda Sui, Senior Director of Strategy Analytics, added, “We expect global smartphone shipments to contract -7% to -8% YoY for the full year 2022. Geopolitical issues, the economic downturn, price inflation, exchange rate volatility and Covid disruption will continue to weigh on the smartphone market in the second half of 2022. All of these headwinds would continue in the first half of next year, before until the situation improves in the second half of 2023. Samsung and Apple would continue to outperform and remain in the top two places. Chinese brands need to stabilize their performance in the Chinese market and explore a new growth engine to end the slide. »

Exhibit 1: Global smartphone shipments and market share in the second quarter of 2022 1

1 Figures are rounded.

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