The flagging global smartphone industry got a bump in the third quarter as global shipments jumped 6% to 375 million. Samsung shipments dropped 10% during the same period, according to Strategy Analytics.
Samsung’s shipments fell from 83.8 million in the quarter a year ago to 75.3 million. Apple shipments also dropped, from 48.0 million to 45.5 million. Apple Inc. (NASDAQ: AAPL) recently posted its first annual revenue decline since 2011.
These two global smartphone leaders have problems they cannot overcome soon.
Neil Mawston, executive director at Strategy Analytics, commented:
Samsung shipped 75.3 million smartphones worldwide in Q3 2016, falling 10 percent annually from 83.8 million units in Q3 2015. This was Samsung’s slowest growth rate for almost two years. Its global smartphone marketshare has dipped from 24 percent to 20 percent in the past year. Samsung’s recent Galaxy Note 7 recall was handled badly, which dented its brand image and left a large product gap in its premium smartphone lineup. Samsung will now be looking to its next flagship launch, such as the rumored Galaxy S8 model, to recover momentum in 2017. Apple fell 5 percent annually and shipped a lackluster 45.5 million smartphones worldwide in Q3 2016. Apple’s global smartphone marketshare has softened from 14 percent to 12 percent in the past year. Apple has been given a slight boost by Samsung’s Note 7 missteps, but it continues to face iPhone fatigue among many consumers in major regions such as China and Europe.
The three primary Chinese manufacturers — Huawei, OPPO and Vivo — posted impressive gains. Shipments by Huawei rose from 26.7 million to 33.6 million, putting it third in global sales for the third quarter. OPPO rose from 9.0 million to 21.6 million. Vivo sales rose from 9.8 million to 18.3 million.
Global Smartphone Vendor Shipments and Marketshare in Q3 2016 
|Global Smartphone Vendor Shipments (Millions of Units)||Q3 ’15||Q3 ’16|
|Global Smartphone Vendor Marketshare (%)||Q3 ’15||Q3 ’16|
|Total Growth: Year-over-Year (%)||9.5%||6.0%|
|Source: Strategy Analytics|
1. Numbers are rounded.