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Worldwide Smartphone Market Share

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Smartphone sales declined 12.5% in full year 2020, according to IDC, Inc. “The sales of more 5G smartphones and lower-to-mid-tier smartphones minimized the market decline in the fourth quarter of 2020,” said Gartner. “Even as consumers remained cautious in their spending and held off on some discretionary purchases, 5G smartphones and pro-camera features encouraged some end users to purchase new smartphones or upgrade their current smartphones in the quarter.” The launch of the 5G iPhone 12 series helped Apple record double-digit growth in the fourth quarter of 2020.

Worldwide Smartphone Sales to End Users by Vendor (Millions of Units)
Company	Units (2023)	Market Share (2023)	Units (2022)	Market Share (2022)	Units (2021)	Market Share (2021)
Apple	234.6	20.1%	226.3	18.8%	235.0	18.0%
Samsung	226.6	19.4%	262.2	21.7%	272.0	20.0%
Xiaomi	145.9	12.5%	153.2	12.7%	190.0	14.0%
OPPO	103.1	8.8%	114.4	9.5%	144.0	11.0%
Transsion	103.1	8.1%	72.6	6.0%	75.0	6.0%
Others	361.8	31.0%	377.2	31.3%	334	26.7%
Total	1,166.9	100.0%	1,205.9	100.0%	1,250.0	100.0%

• Samsung experienced a year-on-year decline of 14.6% in 2020. It faced tough competition from regional smartphone vendors such as Xiaomi, OPPO and Vivo as these brands grew more aggressive in global markets.


• Huawei recorded the highest decline among the top five smartphone vendors which made it lose the No. 2 position to Apple in 2020. The impact of the ban on use of Google applications on Huawei’s smartphones was detrimental to Huawei’s performance in the year and negatively affected sales.


• In 2021, the availability of lower end 5G smartphones and innovative features will be deciding factors for end users to upgrade their existing smartphones.

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We had a whale of a time (enjoy very much) on holiday.