Despite the American boycott of their teams, 2018 was definitely the year of Huawei. The Chinese firm sold 202.9 million mobile phones worldwide, thanks to a spectacular increase in sales of 34.8%. Although despite this increase remains the third place as a global manufacturer of mobile phones, steps on the heels of Apple to snatch second place.
The US firm sold 209 million iPhones in 2018, with a decrease of 2.8% and already only takes six million terminals advantage Huawei, whose market share went from 9.8% in 2017 to 13% in 2018, according to the data of the specialized consultant Gartner.
The success of Huawei is due to both the Successful renovation of its high-end (Huawei P20 and Mate 20) as for the expansion of its second Honor brand in the second half of 2018, especially in emerging markets, with models such as Honor View 20, Honor 8X or Honor Play, which cover the entire medium range but with high performance. In Russia, Honor came to outperform Apple a few months after it was the third best-selling brand for 13 months. Also the brand that has grown the most in India, with an increase in sales volume of 300% in the first half of 2018. In Europe, the brand has grown by 200% in sales volume. And in China, it is one of the five best-selling brands and is the number one online brand for sale.
Samsung remained the highest podium as the world's leading mobile phone maker, although it sold 26 million fewer smartphones than in 2017, and reduced its market share from 20.9% to 19%, compared to 13.4% for Huawei, and 7.9% of Xiaomi, who is in fourth place.
Gartner's report notes that Samsung's smartphones such as the Galaxy S9, S9 + and Note 9 struggled to boost growth in the fourth quarter of 2018, but they faced the growth of Xiaomi and Huawei, which continued to monopolize more market share. . As a result, sales of Samsung smartphones decreased by 4.4% in the fourth quarter of 2018, losing market share in China, Western Europe and Latin America, which contributed greatly to an overall fall of 8.2% in their mobile sales in 2018.
Fall of the iPhones
On the other hand, sales of iPhones reached 64.5 million units in the fourth quarter of 2018, with a decrease of 11.8%. This double-digit decline caused Apple to experience the biggest decline in quarterly growth among the world's top five smartphone vendors. Apple saw iPhone demand weaken in most regions, except in mature North America and Asia / Pacific. The biggest decline occurred in China, where its market share fell to 8.8% in the fourth quarter of 2018 from 14.6% a year ago.
Global sales of smartphones end users stagnated in the fourth quarter of 2018, totaling 408.4 million units, with growth of only 0.1% in the fourth quarter of 2017. "The demand for entry-level and mid-price mobile phones It remained strong in all markets, but the demand for high-end smartphones continued to decline in the fourth quarter of 2018, "said Anshul Gupta, director of research at Gartner. "The slowdown of incremental innovation in the high-end, coupled with price increases, discouraged replacement decisions for high-end mobiles"
In 2018 as a whole, global mobile sales for end users increased by 1.2% to 1,600 million units. North America, Asia / Pacific and China recorded the worst declines of the year, with falls of 6.8%, 3.4% and 3%, respectively.
Although Gartner does not give figures of the Spanish market, Huawei dominates the sale of mobiles by units in Spain for the first time in 2018, after unseating Samsung. The Chinese manufacturer ended the year with a market share of 28.3% compared to 27.2% of Samsung, and 10.7% of Apple, according to the report of the consultant Ideas Originales de Investigación.
Xiaomi has also been strong and already dominates 5.2% of the market after firing its sales with the establishment of stores in Spain, approaching BQ (5.9%), LG (5.5%), Sony (1 , 9%) and ZTE (2%), all of which registered significant sales drops. Overall, 9.9 million mobile phones were sold in Spain, compared to 11.4 million a year earlier.
However, if instead of the number of smartphones sold, sales income is taken into account, the classification remains unchanged with respect to 2017. Samsung leads the ranking with 31.6% share, followed by Apple (26.9%) and Huawei (23.7%).