Smartphone companies of all sizes struggle to sell devices as their businesses face what can only be described as the perfect storm: weakening demand coupled with serious supply chain problems.
But one leading brand is somehow riding high in these turbulent times, such as counterpoint research has revealed in its latest report on the global smartphone market.
Samsung is one of the few brands with growth in April 2022
Samsung smartphone sales rose 9% year-on-year in the month of April, as the overall market experienced an 8% year-over-year decline to hit the lowest level since the start of the COVID-19 pandemic in 2020. Korean brand’s impressive performance was due to the popularity of the mid-range and higher-end Galaxy A series models Galaxy S22 line in the premium smartphone market.
Counterpoint Research notes that recent promotional campaigns have increased demand for Samsung handsets in key markets such as Latin America and India, where it is the Xiaomi last month to take the top spot.
Samsung records highest market share since 2017
Together, these factors have enabled Samsung to capture a 24% share of the global smartphone market by April 2022. That’s the third straight month of rising market share for Samsung, as well as the third straight month from 2022 as the world’s number one smartphone brand.
As if that weren’t enough, market share levels recorded last month mark a five-year high for Samsung. The last time it took a larger share was in April 2017, when Galaxy smartphones accounted for 25% of global sales.
Looking to the future, Counterpoint Research expects Samsung to maintain its position as the world’s leading smartphone brand in the second quarter of 2022. The arrival of new foldables in the summer, namely the Galaxy Z Flip 4 and Fold 4 should also support sales in the third quarter of the year.
Apple and Xiaomi have faced sharp declines in recent months
Speaking of Apple, the brand captured 15% of the smartphone market in April. While that’s still impressive, it’s a long way from the late 2021 numbers, marking the fourth straight month of declining market share. Fans of the company shouldn’t worry too much, though. Similar declines are seen every year as the latest iPhones age and next-generation models are nearing the market. Although the fact that Apple’s iPhone SE (2022) has not increased its market share is remarkable.
Xiaomi, on the other hand, accounted for 12% of sales. That is quite stable – the company has been tracking at a similar level since September 2021 – but remains below the level of a year ago.
The company has struggled with supply chain issues more than its rivals, and unless it can change things in the coming months, it’s unlikely to come close to the performance it achieved in 2021, let alone the weather. become the world’s number one brand.