Global smartphone sell-through rates experienced an 8% decline during the July-September period when compared to the same timeframe in the previous year. According to the latest report from Counterpoint, this drop in sales can be primarily attributed to reduced consumer demand. However, there was a slight 2% growth in the smartphone market in Q3 compared to Q2, which was likely driven by the launch of the iPhone 15 series last month.
Samsung maintained its position as the leading global smartphone manufacturer, accounting for an estimated 20% of total sales in Q3. Samsung’s Galaxy A-series played a crucial role in driving the brand’s success. Apple secured the second spot with 16% of the market share, while Xiaomi rounded out the top three with a 12% share. Oppo (10%) and vivo (8%) occupied the fourth and fifth positions, respectively.
Interestingly, Honor, Huawei, and Transsion Group (comprising Tecno, Infinix, and itel) were the only brands that witnessed a positive Year-over-Year (YoY) growth during the third quarter.
In contrast, all of the major top-five brands, except for Apple, experienced double-digit declines on an annual basis. Counterpoint analysts anticipate that the momentum from September will carry over into the fourth quarter, with strong demand expected to close out the year, particularly during the holiday season.