The total number of smartphone sales worldwide in the period between April and June of this year stood at just over 344 million which is almost 15 million higher than in the same period of last year. While this signals a slight revival in sales of smartphones, the news was even sweeter for top phone makers like Samsung, Huawei and Oppo whose market share increased compared to last year.
Apple's iPhone SE and iPhone 6s are the top selling phones in the UK
According to Gartner who released a detailed report on worldwide smartphone sales in Q2, Samsung sold over 76 million smartphones in the period compared to a little over 44 million sold by Apple, 30 million sold by Huawei and 18 million sold by Oppo. Even though Xiaomi sold more smartphones compared to Q2 of last year, its overall market share dipped slightly from 4.7% to 4.5%.
"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. In addition, the decline in sales of "feature phones" (down 14 per cent) bolstered the decline in overall sales of mobile phones in the second quarter of 2016," said Anshul Gupta, research director at Gartner.
Windows and BlackBerry OS phones continued to suffer from slowdown in sales, ceding their tiny shares to Android and iOS devices. With just under 2 million phones sold in Q2 compared to 8.2 million in Q2 of last year, Windows OS is on its way out of the competition while BlackBerry could only manage 400,000 device sales in the period, compared to 1.2 million last year.
"Google is evolving the Android platform fast, which allows Android players to remain at the cutting edge of smartphone technology. 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," said Roberta Cozza, research director at Gartner.
Guess who sold more phones than Apple? ... Samsung!
It seems that the love for iPhones is much greater in the UK than elsewhere in the world. According to a recent research report by Kantar WorldPanel ComTech, Apple iPhone SE was the top selling smartphone in the UK in the second quarter of 2016, followed by iPhone 6S. Sales of Apple's iPhone SE and iPhone 6s stood at 9.2% and 9.1% of all smartphone sales in the period, pushing up Apple's share in the UK market to 37.2%, up from 34.1% in the first quarter. While the overall share of Android in global smartphone sales is 86.2%, Kantar claimed that Android's market share in the UK is just 57.3%.
In the United States, sales of iPhone 6s and 6s Plus have exceeded those of Samsung Galaxy S7 and S7 Edge as sales of both categories of phones took up 15.1% and 14.1% respectively of overall smartphone sales. Even though iPhone 6s and 6s Plus continue to be the top selling smartphones in China as well, Apple's overall share in the Chinese market has gone down from 19.7% in Q2 of last year to 17.9% in Q2 of this year.