Although we’ve posted a couple of smartphone reports covering top U.S. and Global Smartphones for Q3, a new report by Kantar does the deepest dive of all regarding the status of global smartphone shipments. The report begins with a quick look of the key global smartphone markets and their YoY market growth and the top-selling smartphones in each.  

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Global Smartphone sales surge in Q3

Europe’s top five markets – France, Germany, Great Britain, Italy, and Spain – all saw growth in Smartphone sales volumes growth compared to the previous year.

• Samsung remains the top-selling Android brand, despite losing sales share across all markets. Its latest foldable models, the Galaxy Flip 6 and Galaxy Fold 6, account for 5% of its total sales.
• Google Pixel ranked as the third-best-selling Android Smartphone in Europe, accounting for 5% of total Smartphone sales. Early Pixel 9 sales data indicates that the newer Pixel 9 Pro XL is the most popular choice of the Pixel 9 series.
• Apple sales share remains stable, maintaining its second spot in Europe. Early iPhone 16 data indicates that the iPhone 16 Pro is the best-selling model.

 

The US smartphone market growth remains strong with a +21% year-on-year uplift in sales volumes.

• Apple is the top selling manufacturer, with a +1% points year-on-year sales share uplift. Early iPhone 16 data indicates that the iPhone 16 Pro Max is the top selling iPhone 16 model.
• Samsung faced a challenging quarter, with a -6% points year-on-year decline in sales share. The Galaxy A15 is Samsung’s top selling model, followed by Flagship Galaxy S24+.
• Google Pixel remains the third-bestselling Android Smartphone. Early Pixel 9 sales data indicates that the newer Pixel 9 Pro XL is the most popular choice of the Pixel 9 series.

 

Across the Asia Pacific region, performance varies. Appetite has increased in Australia, driving a +19% increase in sales volumes, while demand weakened in Mainland China and Japan, down -23% and -16% respectively, year-on-year.

• In Mainland China Android retained the top spot OS, gaining +2% points sales share year-on-year, while Apple’s iOS decreased by -2% points.
• Huawei has reclaimed its position as the top selling brand in [Mainland] China for the first time in over three years, driven by its latest release, the Pura 70, a rebrand of its P Series.
• Apple’s iPhone 15 Pro Max remains the top-selling model.

 

In Japan, Android grew its sales share by +2% points year on year.

• Domestic brand Sharp overtook Google Pixel as the top seller, with the Aquos Wish3 as its top-selling Sharp.
• Google Pixel sales share declined by -7% points year-on-year. Early Pixel 9 sales data indicates that the Pixel 9 (base) is the most popular choice of the series.
• Oppo and Xiaomi experienced strong sales share growth, +3% points and +4% points respectively.

 

Australia has seen a strong Android performance, with sales share jumping +5% points year on year.

• Apple is the top selling smartphone, despite a -6% points sales share decline. Early iPhone 16 data indicates that the iPhone 16 Pro Max is the top selling model of the iPhone 16 series.
• Samsung remains the top selling Android brand. Its latest foldables – the Galaxy Flip and Fold 6 - account for 7% of its total sales.
• Google Pixel sales share remains steady holding its position as second-best-selling Android manufacturer. Early Pixel 9 sales data indicates that the newer Pixel 9 Pro XL is the most popular choice among the Pixel 9 series.

 

Kantar further touched on Apple Intelligence, noting that “Apple released its first wave of Apple Intelligence features, which include email and notification summarizations, photo cleanup (providing the ability to remove objects from images), and a smarter, more conversational Siri. Apple is adopting a cautious approach to its AI roll-out, prioritizing security and responsibility – with full acknowledgement it’s at least a decade-long endeavor.

In general, manufacturers face two core challenges in successful AI adoption. The first is convincing consumers that AI features are necessary in improving their everyday Smartphone experience. The second and greater challenge, is educating consumers on what AI is and the role that it plays.