As the worldwide sales of smartphones grew two per cent in the second quarter 2018, Huawei surpassed Apple to secure the second position for the first time ever the global market. While Samsung maintained its top spot despite declining 12.7 percent in the second quarter of 2018.
According to Gartner, overall, sales of smartphones to end users totalled 374 million units in Q2 2018.
"Huawei’s smartphone sales grew 38.6 percent in the second quarter of 2018. Huawei continues to bring innovative features into its smartphones and expand its smartphone portfolio to cover larger consumer segments," said Anshul Gupta, Research Director at Gartner.
"Its investment into channels, brand building and positioning of the Honor devices helped drive sales. Huawei is shipping its Honor smartphones into 70 markets worldwide and is emerging as Huawei’s key growth driver,” Gupta added.
Apple’s performance was flat in the second quarter of 2018 (0.9 per cent growth). "Minimal incremental value in Apple's current-generation flagship iPhones led to slower growth in the second quarter of 2018," said Gupta, adding that demand for the iPhone X has started to slow down much earlier than when other new models were introduced.
Apple had a market share of 11.9 per cent in Q2 2018.
"Growing competition from Chinese brands and consumers’ greater expectations for phone value is putting immense pressure on Apple to deliver enhanced value on their premium iPhones to foster growth," added Gartner.
Xiaomi’s focus on expanding its portfolio and adopting a unified retail model by integrating offline and online retail is driving growth in a slowing global smartphone market. This has helped Xiaomi secure the fourth spot in the global smartphone market in the second quarter of 2018.
"Samsung faces slowing global smartphone demand and ever-growing competition from Chinese manufacturers. The slowing demand for its flagship smartphones left Samsung with lower profitability. It now expects the Note 9 smartphone to revive growth,” Gupta emphasised.
In the smartphone operating system (OS) market, Google’s Android further extended its lead over Apple’s iOS in the second quarter of 2018, securing 88 per cent market share to 11.9 percent share for iOS.