"The efforts have been realized as the performance of Chinese brands in Middle-East/Africa, Europe and the rest of the Asian markets has been strong". The new Samsung Galaxy S9 and S9+ are among the most popular devices while Samsung's A series and J series continued to drive most of the key volume in both developed and emerging markets.
The report adds that the smartphone industry has seen a decline of 2.8 percent as the vendors shipped a total of 334.3 million units during the first quarter of 2018, which is quite low as compared to the 344.4 million units shipped in the Q1 2017.
Even though Huawei's high-end smartphones haven't been the dearest on the market hence the increase in their popularity in China, buyers still preferred its cheaper mid-range devices like the lite versions of popular high-end models in markets where it is increasingly becoming a popular alternative to pricey offerings from Apple and Samsung like Western Europe.
China's market has slowed down and that has adversely affected the performance of Chinese OEMs in the home market.
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"In Asia, Xiaomi's business model has been focused online and while this remains an important factor in its European model it is local partnerships with key players like Media Markt, Media World and Carrefour that has allowed it to accelerate sales so quickly". Vivo, LG, Motorola/Lenovo, ZTE and TCL-Alcatel are the next five smartphone vendors in the top 10 list.
Nokia HMD, iTel, Xiaomi, Tecno, OnePlus and Huawei were the noted brands in the fastest growing category.
Apple sits on the second spot with 52.2 million units.
Meanwhile, over in the USA, Kantar tells us that "Apple and Samsung have managed to eke out year-on-year share gains, up 0.1% and 1.4% respectively".
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The amount Apple spent buying its shares in those three months exceeded the stock market value of most companies in the S&P 500 index.
Apple had surpassed Samsung during the holiday shopping season, but the Korean company came back in Q1 with the launch of the Galaxy S9 and S9+.
Xiaomi saw a massive jump from 14.8 million units shipped in the first quarter of 2017 to 28 million units in the same period of 2018. ASP's fell compared to the previous quarter due to the greater mix of iPhone 8, 8 Plus, and older iPhones during the quarter. Apple shipped 30 million units of this super-premium model in the first two months after launch last November, but less than half as many iPhone X units shipped in the first quarter of 2018. The company now holds a global market share of 8.4 percent with a phenomenal growth of 87.8 percent from past year. The company growth has been driven by strong sales in India (+134%) and China (+51%). The latest market report by International Data Corporation (IDC) says that Samsung now has a market share of 23.4 percent, while brands like Huawei and Xiaomi has registered strong growth.
Xiaomi surpassed OPPO to become the fourth largest smartphone brand in Q1 2018.
Fifth and sixth position are held by two other Chinese firms Oppo and Vivo, but neither have been able to expand beyond their homeland.
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