Apple Slips to Fourth Place for Smartphone Market Share, Overtaken by Xiaomi

Apple has shipped 10.6 percent fewer iPhones year-on-year in the third quarter of 2020, meaning that it has been overtaken by Xiaomi for the first time, according to new data shared by IDC.

Apple iphone 11 rosette family lineup

The report details how Apple is now ranked as the fourth-largest smartphone manufacturer by market share. This is the first time that Apple has ranked fourth, with Xiaomi, Huawei, and Samsung exceeding Apple's 11.8 percent share.

In total, Apple is believed to have shipped 41.2 million devices in the third quarter, which is five million less than the same time last year.

The drop was expected on the back of the delay in launching the iPhone 12 lineup, which usually appears in the third quarter. Irrespective of the belated arrival of the ‌iPhone 12‌, the iPhone 11 and iPhone SE contributed to the majority of Apple's volume and performed "exceptionally well."

Going forwards, IDC expects Apple to grow in coming quarters due to strong early demand for the ‌iPhone 12‌ and solid trade-in offers from major carriers, particularly within the United States.

idc q3 2020

Samsung reclaimed the top position with a market share of 22.7 percent, shipping over 80 million smartphones. Huawei followed with a 14.7 percent share, and this was a significant reduction of 40 percent year-on-year. vivo also returned to the top five with a market share of 8.9 percent.

Xiaomi overtook Apple for the first time with a market share of 13.1 percent, achieving a 42 percent growth. The rise is supposedly due to strong gains in India and China.

Overall, the global smartphone market declined by only 1.3 percent year-on-year in the third quarter of 2020. The results were stronger than IDC's previous forecast of a nine percent year-over-year decline. An important trend was the strength of shipments in India, which is the second-largest market globally, and other emerging markets, such as Brazil, Indonesia, and Russia.

Top Rated Comments

LeeW Avatar
25 months ago
The world is changing (has changed) and will continue changing. The effects of COVID will be long felt. Whilst there will still be a good demand for iPhones, the demand for cheaper handsets will always be stronger.
Score: 17 Votes (Like | Disagree)
Dwalls90 Avatar
25 months ago
Investors want to see profitability and margin, not volume, and that is where Apple still holds a large lead.

China is the latest and largest market for consumer goods, so it makes sense that a company that has focused on the Chinese market from day 1 would see this level of growth, with their product line having a lower margin but being more affordable.

EDIT: For anyone curious, you can Google it yourself (if you want additional sources), but one article discussing Apple vs. competitor profits in the smartphone arena:

https://www.counterpointresearch.com/apple-continues-lead-global-handset-industry-profit-share/
Score: 17 Votes (Like | Disagree)
Dwalls90 Avatar
25 months ago

They deserve it. The long delays in shipping multiple Apple products are inadmissible. And this is not due to the pandemic, this happens every single year to a greater or lesser extent. Not professional at all and unexpected coming from one of the biggest and richest companies in the world. Shame on Apple!
What are you even talking about? In case you missed the earnings call, Apple is doing exceptionally well, particularly given the pandemic environment the economy is operating in. The pandemic shook up the world and economy in many ways, and the fact Apple was still able to deliver products consistent with dates from prior years (without a pandemic existing) is a testament to their success.
Score: 15 Votes (Like | Disagree)
LeeW Avatar
25 months ago

Investors want to see profitability and margin, not volume, and that is where Apple still holds a large lead.
Volume is important though, the change in direction by Tim to focus on services requires volume to grow profitability and margin. That is why you are seeing the Homepod Mini, cheaper than before handset options and so on, if he cant' drive up the volume it won't work.
Score: 11 Votes (Like | Disagree)
apparatchik Avatar
25 months ago
If Apple wasnt the largest public traded company this would be a throwback to the early 2thousands, before the iPhone, etc when Apple was considered a cool underdog with expensive but different computers.

Bring on the AS macs already Apple, could you? :)
Score: 8 Votes (Like | Disagree)
GermanSuplex Avatar
25 months ago
Apple is not sweating this at all. Their ecosystem is tight and their profits huge. It’s fun for bragging rights, but dollars and profit margins are where the real story is.

You also don’t want saturation, because you will have nowhere to go but down. If lots of people are buying phones other than Apples, but Apple is still having high profits, it means there’s still tons of room for growth.
Score: 8 Votes (Like | Disagree)

Related Stories

iphone se 2020 top

Will Apple Keep the Old iPhone SE Around at a Lower Cost?

Monday February 28, 2022 1:30 pm PST by
Apple is rumored to be introducing an upgraded version of the iPhone SE as soon as March 8, the prospective date of the company's first event of 2022. The new iPhone SE is expected to be priced at $399 and it will be replacing the current iPhone SE, but will Apple keep the older model around and drop the price as it sometimes does when new iPhones come out? In his most recent "Power On"...
us subscription revenue 2021

Sensor Tower: iOS Users Spent $13.5 Billion on Top 100 Subscription Apps in 2021, Up 31% Year-on-Year

Friday February 25, 2022 3:21 am PST by
Consumer spending on the top 100 non-game subscription-based apps across mobile platforms grew 41% year-on-year to $18.3 billion in 2021, up from 13 billion in 2020, according to a new report from analytics firm Sensor Tower. According to the data, revenue from subscription apps purchased on the App Store and the Google Play Store represented around 14% of the $131.6 billion that consumers...
iPhone SE 3 stacked

5G iPhone SE Shipments Expected to Reach Up to 30 Million Units This Year

Thursday March 17, 2022 3:57 am PDT by
Apple's new third-generation iPhone SE with 5G connectivity is set to go on general sale on Friday, and Taiwan-based analysts have today shared their shipment expectations for the device over the coming year. Apple's new iPhone SE shipments are expected to reach 30 million units in 2022, according to estimates by DigiTimes research analysts Sean Lin and Luke Lin. That's at the top-end of the ...
xiaomi lei jun

Xiaomi Pledges 'War of Life and Death' Against Apple to Become World's Biggest Smartphone Brand

Friday February 11, 2022 4:35 am PST by
Xiaomi intends to step up its challenge to Apple, the company's founder announced this week (via South China Morning Post). Xiaomi founder and chief executive Lei Jun said on Chinese social media platform Weibo that the company will specifically focus on the high-end segment of the global smartphone market in an effort to directly rival Apple, attempting to fill the void left by Huawei....
Apple Watch Series 7 Pink and Green Feature

Apple Now Most Popular Watch Brand Among Upper-Income U.S. Teens, Unseating Rolex

Tuesday October 5, 2021 7:17 am PDT by
Apple is now the most popular watch brand among upper-income teenagers in the United States, a new survey by Piper Sandler has shown. Teen smartwatch ownership has climbed from 30 percent in the fall of 2020 to 35 percent in the fall of 2021. 30 percent of teens now own an Apple Watch, an increase of five percent from the same time last year. Apple now has an 86 percent market share among...
Apple vs Spotify feature2

Apple Music Is the World's Second Most Popular Music Streaming Service Behind Spotify

Thursday January 20, 2022 2:38 am PST by
Apple Music is the second most popular music streaming service globally, but remains far behind Spotify in its continuing quest for streaming dominance, according to new market research. According to a new report by Midia Research, Apple Music subscribers made up 15% of all streaming service listeners in the global market in the second quarter of 2021, placing it in a distant second place...
safari icon blue banner

Microsoft Edge Looks Set to Overtake Safari as World's Second Most Popular Desktop Browser

Tuesday February 22, 2022 6:48 am PST by
Microsoft Edge is on the verge of overtaking Safari as the world's second most popular desktop browser, web analytics service StatCounter reports (via TechRadar). According to the data, Microsoft Edge is now used on 9.54 percent of desktops worldwide, a mere 0.3 percent behind Apple's Safari, which stands at 9.84 percent. Google Chrome continues to hold first place with an overwhelming 65.38 ...
oppo find x5

Oppo Plans to Challenge Apple Globally, Starting With 'Find X5' Premium Smartphone

Thursday February 24, 2022 4:57 am PST by
After Xiaomi pledged to aggressively challenge Apple earlier this month, Chinese smartphone brand Oppo is also now planning to directly compete with Apple on a global scale with a wave of premium devices, starting with the newly announced Find X5 (via South China Morning Post). Oppo is currently the world's fourth-biggest smartphone vendor, but following its merger with OnePlus, the company...

Popular Stories

AirPods Max 2022 Colors

Ten Things AirPods Pro 2 Tell Us About AirPods Max 2

Saturday September 24, 2022 1:00 am PDT by
Upon the release of the second-generation AirPods Pro, the AirPods Max became the oldest current-generation AirPods product still in Apple's lineup. Introducing several new features like Adaptive Transparency and the H2 chip, the second-generation AirPods Pro may provide some of the best indications yet of what to expect from the second-generation AirPods Max. Almost two years later, rumors...
apple watch series 7 aluminum colors yellowbg

Don't Want the Apple Watch Ultra or Series 8? Amazon Has Record Low Prices on Series 7 Models This Week

Friday September 23, 2022 6:56 am PDT by
The Apple Watch Series 8 and Apple Watch Ultra are now available to purchase, but if you aren't interested in these updates you can save a lot of money on Series 7 models right now on Amazon. Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. The best deals are on cellular...
iOS 16

Apple Releases iOS 16.0.2 With Bug Fixes for iPhone 14 Pro Camera Vibration, Copy/Paste Issue and More

Thursday September 22, 2022 1:04 pm PDT by
Apple today released iOS 16.0.2, addressing a number of bugs that iPhone 14 owners have been experiencing since the new devices launched. iOS 16.0.2 comes two weeks after the launch of iOS 16, and it follows iOS 16.0.1, an update made available to iPhone 14 owners on launch day. The update is available for all iPhones that are capable of running iOS 16. The iOS 16.0.2 update can be...
14 vs 16 inch mbp m2 pro and max feature 1

New 14-Inch and 16-Inch MacBook Pros Reportedly Launching Later This Year

Friday September 23, 2022 7:08 am PDT by
Apple plans to release new MacBook Pro models in the fourth quarter of 2022, according to supply chain publication DigiTimes. The report does not mention specific models, but it very likely refers to the next-generation 14-inch and 16-inch MacBook Pros given that the 13-inch model was already updated earlier this year. There has been uncertainty surrounding the timing of new 14-inch and...
Tim Cook Apple Event

Gurman: New iPads and Macs Could Be Announced Through a Press Release, No October Event

Sunday September 25, 2022 6:50 am PDT by
Apple could decide to release its remaining products for 2022, which includes an updated iPad Pro, Mac mini, and 14-inch and 16-inch MacBook Pros, through a press release on its website rather than a digital event, according to Bloomberg's Mark Gurman. In his latest Power On newsletter, Gurman said that Apple is currently "likely to release its remaining 2022 products via press releases,...
Dynamic Island For Android Users Feature

Android App Copying iPhone 14 Pro's Dynamic Island Released on Play Store

Thursday September 22, 2022 7:57 am PDT by
A copycat version of the iPhone 14 Pro's Dynamic Island has arrived on Android's Google Play Store in the form of an app called "dynamicSpot." The app, still in beta, offers customers several different experiences at the top of their smartphones. In its current form, dynamicSpot offers playback control for songs, timers, battery status, and more features coming soon, according to the app's...
AirPods Pro Second Generation 2 Pairing Feature 1

AirPods Pro 2 Engravings Appear in iOS During Pairing and Connecting

Friday September 23, 2022 9:40 am PDT by
Customers who personalize their second-generation AirPods Pro charging case with an engraving will now have that engraving reflected directly on iOS as they pair and connect their AirPods Pro. Apple allows customers to personalize their AirPods Pro charging case with a special engraving that can include select emojis and Memojis. Unlike before, starting with the second-generation AirPods...
Apple Watch 6 New Features Feature 2

Six New Apple Watch Features Coming Later This Year

Friday September 23, 2022 8:12 am PDT by
With new Apple Watch Ultra and Series 8 models now in the hands of customers, Apple has brought a host of smart new features to many people's wrists. But there's more to come. Apple has a handful of additional features in store for Apple Watch Series 8 and Apple Watch Ultra owners before the year's end, and some of them are watchOS 9 functions, which means they will even work on older Apple ...
new airpods pro ear tips

Apple Explains Why Second-Generation AirPods Pro Ear Tips Are Incompatible With Original AirPods Pro

Thursday September 22, 2022 3:12 pm PDT by
Apple today explained why the new silicone ear tips for the second-generation AirPods Pro are not officially compatible with the original AirPods Pro. In an updated support document, Apple said the original AirPods Pro ear tips have "noticeably denser mesh" than the second-generation ear tips. Apple did not provide any additional details, but the mesh density could result in acoustical...