In the Smartphone Volume Game alone, Samsung remains Number One Worldwide
Kantar put a report out last week that we covered again yesterday, stating that Apple's iPhone 6s line-up edged out the Samsung S7 line-up in a direct comparison. Kantar's Lauren Guenveur, Consumer Insight Director stated for their report at that time that "Combined sales of the iPhone 6s/6s Plus totaled 15.1%, making this the top selling device in the quarter, while the Samsung Galaxy S7/S7 edge accounted for 14.1% of smartphone sales." Today, a Gartner report came out on worldwide smartphone sales that looked at Samsung's sales holistically by adding in the Galaxy J series smartphones (for Japanese market) and the Galaxy A series designed for the mid-market that Apple doesn't really compete in.
In the unprofitable smartphone volume game, Samsung always wins, even though the win is hollow. This never changes and it hasn't again. So in context, last week's smartphone figures from Kantar's statistics surgically delivered a very interesting finding that on a head-to-head comparison on both top-end models, the iPhone 6s, the one that's not selling well, according to the critics, outsold the Galaxy S7 – and that hasn't changed.
According to Gartner, In the second quarter of 2016, Samsung, the volume leader, had nearly 10 percent more market share than Apple. Samsung saw sales of its Galaxy A and Galaxy J series smartphones compete strongly with Chinese manufacturers. Its new smartphone portfolio also helped Samsung win back share it recently lost in emerging markets.
Apple continued its downward trend with a decline of 7.7 percent in the second quarter of 2016. Apple sales declined in North America (its biggest market) as well as in Western Europe. However, it witnessed its worst sales decline in Greater China and mature Asia/Pacific regions, where sales declined 26 percent. Apple had its best performance in Eurasia, Sub-Saharan Africa and Eastern Europe regions in the second quarter of 2016, where iPhone sales grew more than 95 percent year on year.
In an IDC smartphone report about smartphone sales in China (not published in North America), DigiTimes notes that Oppo saw its shipments soar 124.1% to 18 million units for a 16.2% share, while Vivo enjoyed a 74.7% shipment growth to 14.7 million units for a 13.2% share.
The IDC report further noted that "Apple, the largest international brand vendor, suffered a 31.7% setback in shipments to 8.6 million units in the second quarter and saw its market share decline to 7.8% from 11.9% of a year earlier."
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