Monday, June 5, 2023

Apple’s smartphone market share declines in 2Q16, Samsung up 0.5% – Gartner

Global sales of smartphones to end users totaled 344 million units in the second quarter of 2016 according to market research firm Gartner, Inc.


Only five smartphone vendors from the top 10 are showing growth, among them were four Chinese manufacturers (Huawei, Oppo, Xiaomi and BBK Communication Equipment) and South Korea’s Samsung.

“Demand for premium smartphones slowed in the second quarter of 2016 as consumers wait for new hardware launches in the second half of the year,” said Anshul Gupta, research director at Gartner. In addition, the decline in sales of “feature phones” (down 14%) bolstered the decline in overall sales of mobile phones in the second quarter of 2016.

All mature markets except Japan saw slowing demand for smartphones leading to a decline in sales of 4.9%. In contrast, all emerging regions except Latin America saw growth, which led to smartphone sales growing by 9.9%.

Worldwide Smartphone Sales to End Users by Vendor in 2Q16 (Thousands of Units), Source: Gartner (August 2016)

Company 2Q16


2Q16 Market Share (%) 2Q15


2Q15 Market Share (%)
Samsung 76,743.5 22.3 72,072.5 21.8
Apple 44,395.0 12.9 48,085.5 14.6
Huawei 30,670.7 8.9 26,454.4 8.0
Oppo 18,489.6 5.4 8,073.8 2.4
Xiaomi 15,530.7 4.5 15,464.5 4.7
Others 158,530.3 46.0 160,162.1 48.5
Total 344,359.7 100.0 330,312.9 100.0


In the second quarter of 2016, Samsung had nearly 10% more market share than Apple. Samsung saw sales of its Galaxy A and Galaxy J series smartphones compete strongly with Chinese manufacturers, Gartner said. Its new smartphone portfolio also helped Samsung win back share it recently lost in emerging markets.

Apple continued its downward trend with a decline of 7.7% in the second quarter of 2016. Apple’s iPhone sales declined in North America (its biggest market) as well as in Western Europe. However, it witnessed its worst sales decline in Greater China and mature Asia/Pacific regions, where sales declined 26%. Apple had its best performance in Eurasia, Sub-Saharan Africa and Eastern Europe regions in the second quarter of 2016, where iPhone sales grew more than 95% year on year.

Among the top five smartphone vendors, Oppo exhibited the highest growth in the second quarter of 2016 at 129%. This is due to strong sales of its R9 handset in China and overseas.

“Features such as an anti-shake camera optimized for selfies, and rapid charge technology, helped Oppo carve a niche market for itself and boost sales in a highly competitive and commoditized smartphone market,” said Gupta.

Worldwide Smartphone Sales to End Users by Operating System in 2Q16 (Thousands of Units) Source: Gartner (August 2016)

Operating System 2Q16 Units 2Q16 Market Share (%) 2Q15 Units 2Q15 Market Share (%)
Android 296,912.8 86.2 271,647.0 82.2
iOS 44,395.0 12.9 48,085.5 14.6
Windows 1,971.0 0.6 8,198.2 2.5
Blackberry 400.4 0.1 1,153.2 0.3
Others 680.6 0.2 1,229.0 0.4
Total 344,359.7 100.0 330,312.9 100.0


In terms of the smartphone operating system (OS) market, Android regained share over iOS to achieve an 86% share in the second quarter of 2016. Android’s performance continued to come from demand for mid- to lower-end smartphones from emerging markets, but also from premium smartphones, which recorded a 6.5% increase in the second quarter of 2016.

A number of key Android players, such as Samsung with the Galaxy S7, introduced their new high-end devices, but Chinese brands like Huawei and Oppo are also pushing their premium smartphone ranges with more affordable devices.

“Google is evolving the Android platform fast, which allows Android players to remain at the cutting edge of smartphone technology,” said Roberta Cozza, research director at Gartner. “Facing a highly commoditized smartphone market, Google’s focus is to further expand and diversify the Android platform with additional functionalities, like virtual reality, enabling more-intelligent experiences and reach into wearables, connected home devices, in-car entertainment and TV.”

Kugan is the co-founder of MalaysianWireless. He has been observing the mobile industry since 2003. Connect with him on Twitter: @scamboy

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