Samsung and Apple Lead Q3 Market Growth Despite Semiconductor Shortage... "Galaxy Z and iPhone 13 Effect"

Counterpoint Research Announces Q3 Global Smartphone Shipments and Shipment Value
Samsung and Apple Ship 69 Million and 48 Million Units Respectively, Ranking 1st and 2nd

[Asia Economy Reporter Eunmo Koo] Despite the global semiconductor supply shortage, Samsung Electronics and Apple led the growth of the smartphone market in the third quarter of this year by launching new premium line products.

According to market research firm Counterpoint Research on the 29th, global smartphone shipments in the third quarter of this year totaled 342 million units. This represents a 6% increase compared to the previous quarter but a 6% decrease compared to the same period last year.

Smartphone Shipments by Manufacturer in Q3 2021

By company, Samsung Electronics maintained its position as the world's number one with shipments of 69 million units, a 20% increase compared to the same period last year. Samsung's Bac Ninh plant in Vietnam, which had faced operational disruptions due to COVID-19, resumed normal operations, and the new foldable series' popularity contributed to the increased shipments.

Apple also recorded second place with shipments of 48 million units, a 15% increase from the previous quarter. The release of the new smartphone series, the iPhone 13, was the main reason for the shipment increase. Apple continues to conduct related marketing efforts to capture Huawei's market share in China.

On the other hand, Xiaomi was most affected by the parts supply shortage. It shipped 44.4 million smartphones in the third quarter, a 15% decrease from the previous quarter and a 5% decrease compared to the same period last year. Its market share dropped from 16.25% in the previous quarter to 12.9%, and in the Chinese market, shipments decreased by 15% from the previous quarter, pushing it down to fourth place in market share.

The smartphone brand 'Honor,' spun off from Huawei, saw a 73% increase in shipments from the previous quarter due to strong performance in the Chinese market. Although it still struggles outside China, it successfully launched the Honor 50 and Honor Play 20 in the Chinese market, surpassing Xiaomi to rank third in market share.

Aman Chaudhari, a researcher at Counterpoint Research, evaluated, "If the top five smartphone manufacturers had not faced supply shortages, they would have achieved better results in the third quarter of this year, but they succeeded in efficiently managing their supply chains despite the crisis."

Global Smartphone Market Share by Company Q3 2020 vs Q3 2021 (Based on Revenue)

Despite the decrease in shipment volume, smartphone shipment value in the third quarter surged 12% compared to the previous year. This is analyzed to be due to manufacturers actively selling mid-to-high-end 5G smartphones instead of low-margin low-end smartphones amid parts shortages, which raised the average selling price. Based on shipment value, Apple accounted for 37%, ranking first, and Samsung Electronics maintained second place with 18%. In particular, Samsung Electronics' shipments increased by 32% compared to the previous quarter due to the successful launch of the third-generation foldable phone.

Tarun Pathak, a researcher at Counterpoint Research, explained, "Due to the mismatch between supply and demand, prices of most smartphone components rose, making price increases for some smartphones inevitable. This led to a decrease in overall shipment volume, especially impacting the low-end product segment." He added, "However, demand concentrated on mid-to-high-end products, and despite the reduction in total shipment volume, shipment value reached an all-time high for the third quarter. In particular, Apple and Samsung Electronics drove market growth by introducing premium product lines such as the iPhone 13 series and Galaxy Z Fold3 and Flip3."

This content was produced with the assistance of AI translation services.