iPhone sales are flat, but still buck global smartphone trend

According to the latest research from Strategy Analytics, global smartphone shipments fell 8% annually to reach 360 million units in the third quarter (Q3) 2018. Apple’s iPhone bucked the trend, but sales were flat.

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Samsung maintained first position with 20% global smartphone marketshare, ahead of Huawei in second, while Xiaomi and OPPO rose to record highs in fourth and fifth places, according to the research group.

Global smartphone shipments tumbled 8% annually from 393.1 million units in Q3 2017 to 360.0 million in Q3 2018. The global smartphone market has now declined for four consecutive quarters and is effectively in a recession. The smartphone industry is struggling to come to terms with heavily diminished carrier subsidies, longer replacement rates, inventory buildup in several regions, and a lack of exciting hardware design innovation, according to Linda Sui, Director at Strategy Analytics.

The iPhone growth was flat, shipping 46.9 million units for 13% smartphone marketshare worldwide in Q3 2018. The new iPhone XR, XS and XS Max range “is in healthy demand, but Apple’s relentless focus on price increases its capping its overall volume growth,” says Woody Oh, director at Strategy Analytics.