In the third quarter, Apple is in second place in sales, behind Samsung and ahead of Xiaomi. The Apple brand shows the strongest increase in the ranking thanks to the release of the iPhone 13 in September.
The release of the iPhone 13 may well be a success. After a difficult second quarter, iPhone sales have allowed Apple to take second place in the smartphone sales rankings, according to a report published by IDC.
With 15.2% of market share, the Apple brand pips Xiaomi to third place with 13.4% of sales, but it fails to dethrone Samsung, which is far too far behind with its 20.8% market share.
IDC chose to give the fourth place to two tied brands, Vivo and Oppo, with 10.1% and 10% of sales respectively.
WHEN IT GOES DOWN, APPLE GOES UP
If we are tempted to think with these figures that the iPhone 13, whose similarities with the iPhone 12 have often been pointed out, would sell better than its predecessor, nothing is less certain.
Indeed, as 9to5Mac points out, the iPhone 12 was only released in October, preventing it from inviting in the third quarter.
On the contrary, the iPhone 13 was able to boost this third quarter by offering a week of sales in September, thanks to a release on September 24.
Thanks to this release, Apple is the best performing brand in the ranking with a 20.8% increase compared to last year. On the other hand, Samsung and Xiaomi are both down.
Count 14.2% decline for Samsung and 4.6% for Xiaomi. Vivo and Oppo on the other hand, are up 5.8% and 8.6% respectively.
Looking at the overall number of smartphone shipments (which measures the amount of phones brands plan to sell), the third quarter of 2021 is less buoyant than the third quarter of 2020, with a 6.7 percent decline in shipments. A decline that IDC attributes to global component shortages.
The analyst firm points out that until now, “the smartphone market seemed almost immune to it” compared to other industries.
Other explanations include “stricter testing and quarantine policies” that are “delaying shipments” but the report also mentions “electricity supply constraints in China” that could turn buying a smartphone into a real hassle.
A hassle that had not yet reached the Apple brand at that time. It was caught up later in the year by these difficulties, during the month of October, resulting in half-hearted stock market results.