Apple has shipped 52.2 million iPhones achieving 2.8 percent year-over-year increase from 50.8 million last year. According to data from IDC and Strategy Analytics, Apple actually increased its market share during the first quarter of 2018, something that wouldn't normally be expected, given that Samsung launched its new flagship during that period. According to Strategy Analytics' data, Samsung recaptured first place in smartphone revenue, after losing that crown to Apple in the holiday quarter of 2017.
Meanwhile, iOS share has held steady across the big five markets in Europe, the U.S. and Australia, in contrast to continuing growth in urban China.
Notably, Huawei shipments grew 14% YoY in Q1 2018 even though growth in China slowed considerably.
"The iPhone 8, iPhone X and iPhone 8 Plus are ranked 2nd, 3rd and 4th respectively behind Samsung's Galaxy S8".
The diminishing smartphone demand is due to a slowdown in developed nations where high-specced and premium devices are likely to be preferred more.
"However, emerging markets still offer a sizeable opportunity for Original Equipment Manufacturers (OEMs) to expand and grow as smartphone penetration by users in still around 45%".
Commenting on the regional performance of Chinese brands during the quarter research analyst, Shobhit Srivastava, noted: "The saturating China smartphone market is forcing the Chinese smartphone players to invest and expand beyond their home market". Only the emerging markets can be profitable for Chinese brands as their annual growth has upscaled only in Middle East & Africa (MEA) and declined in other geographies. Saturation in China, their local smartphone market, along with significant hurdles from overseas expansion, caused shipments for both companies to decline.
Anthony Scarsella, research manager with IDC's Worldwide Quarterly Mobile Phone Tracker, notes that consumers appear to be "unwilling to shell out big money for the latest and greatest devices on the market".
The number of units shipped each quarter may decline, but the overall number of people with smartphones to control smart homes is massive. The company's focus on increasing offline distribution - via additional Mi stores and retail collaborations in China and India - has started to pay off.
iTel, a smartphone brand under Transsion Holdings, has entered the top 10 smartphone list for the first time in Q1 2018. Although smartphone shipment volume declined, Samsung announced its blended average selling price for handsets was $250 per unit, up from $170 at the same time past year. In urban China, the iPhone X was not only Apple's top-performing model but also the best-selling model in the market, helping Apple increase its market share to 22.1 percent from 12.3 percent a year ago. The first quarter of 2018 hasn't exactly brought good news as shipments have declined compared with the same quarter in 2017. The company hardly managed to ship 11.4 million units of smartphones. This is a decline of 2.9%.
ZTE's growth continues to struggle as the USA component ban came as an added disadvantage which has led to declining market share.
Transsion Holdings the group company for iTel, Tecno and Infinix brands, together accounted for over 10 million smartphones shipped during the quarter.