According to the market monitor of Counterpoint Research, a market research firm on the 30th, in the global smartphone market in 2020, Samsung Electronics shipped 2557 million units, maintaining the No. 1 position with a market share of 19%. Second place was Apple, which shipped 21.1 million units (15%).
Samsung Electronics’ shipments decreased by 14% from 2019, when 296.9 million units were shipped, while Apple’s shipments increased by 3% from the previous year (195.6 million units). The gap between the two companies’ share was only 4%p.
Huawei, which ranked second in the market share with a shipment of 238.8 million units in 2019, only shipped 187.7 million units, down 21% this year due to sanctions by the US government. Chinese manufacturers such as Xiaomi, Oppo, and Vivo took 4th to 6th place. In particular, Xiaomi succeeded in taking the vacant position of Huawei by raising its market share from 8% to 11%.
Another market research firm, Canalis, gave a similar analysis. According to the Canalis report, last year, Samsung Electronics’ smartphone shipments were 255.6 million units, down 14% from the previous year (298 million units). It maintained the No. 1 market share, but recorded 20%, down 2%p from the previous year (22%).
On the other hand, Apple expanded its smartphone shipments from 19.81 million units (14%) to 27.1 million units (16%), narrowing the gap with Samsung to 4 percentage points. Huawei (18.85 million units), Xiaomi (1490.6 million units), and Oppo (1510 million units) ranked 3rd to 5th.
IPhone 12.[사진=애플 제공]
Although there are some differences in the shipments count, the two market research firms agreed that Apple narrowed the share gap with Samsung Electronics based on the explosive popularity of the iPhone 12 series in the fourth quarter of last year. Samsung Electronics performed well in the mid- to low-end market with the Galaxy A series, but its market share in the fourth quarter declined slightly as the challenge of Apple and Chinese manufacturers increased.
According to Counterpoint Research, the global smartphone market in the fourth quarter of last year sold 396 million smartphones, an 8% increase from the previous quarter. In particular, Apple surpassed Samsung Electronics to become the No. 1 market share as shipments (81.90 million units) increased 96% QoQ due to the strong iPhone 12 series and the steady popularity of the iPhone 11 series.
Then, Samsung Electronics (62.5 million units), Xiaomi (43 million units), Oppo (34 million units), Vivo (33.4 million units), and Huawei (33 million units) were counted in this order. Compared to the previous year, Apple’s shipments increased 13%, and Chinese companies such as Xiaomi (31%), Oppo (8%) and Vivo (6%) also increased their shipments at once. On the other hand, Samsung Electronics’ shipments declined 11%, showing a decline with Huawei (-41%), which was hit by US sanctions.
In the fourth quarter, Apple ranked first with 21%, followed by Samsung 16%, Xiaomi 11%, Oppo 9%, Vivo 8%, and Huawei 8%.
Other market research organizations, Canalis and IDC, also released a survey finding that in the fourth quarter of last year, Apple took the top spot in smartphone sales from Samsung Electronics.
According to Canalis, Apple smartphone shipments in the fourth quarter of last year, reflecting the iPhone 12 series sales volume, rose 4% year-on-year to 81.8 million units (23% share). On the other hand, Samsung Electronics shipped 62 million units (17% share). Xiaomi (43.4 million units), Oppo (34.7 million units), Vivo (32.1 million units), and Huawei (32 million units) ranked 3rd to 6th in order.
IDC counted shipments of Apple smartphones in the fourth quarter of 90.1 million units and shipments of Samsung Electronics to 73.9 million units.
Smartphone market share in 2020.[사진=카운터포인트리서치 제공]
Huawei’s sluggishness was also noticeable in the global smartphone market in the fourth quarter. Due to the shortage of parts due to US sanctions, Huawei was unable to supply smartphones to the market in time, and for the first time in six years, it had to suffer from being eliminated from the top five smartphone makers.
Meanwhile, Counterpoint Research revealed that 5G phone shipments in the fourth quarter of last year increased by 120% from the previous quarter, and the proportion of 5G phones in the third quarter increased from 17% to 33%. When Apple launched its first 5G phone, waiting demand was driven to 5G, and Chinese manufacturers such as Xiaomi, Oppo, and Vivo led the 5G market growth by releasing entry-level 5G phones under $300. Counterpoint Research showed that China led the market growth, accounting for 40% of the total 5G phone market until last year. The proportion is expected to increase to about 75%.
Smartphone market share in the fourth quarter of 2020.[사진=카운터포인트리서치 제공]