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Global Smartphone Market Plummets 14%, Apple Only Growing Vendor

The global smartphone market contracted by 14% in Q2 2020, with 285 million smartphones shipped, according to the latest figures from market research firm Canalys. Apple was the only major vendor to record growth.

Roughly 45.1 million iPhones were shipped globally that quarter, representing growth of 25% compared to Q2 2019.

“Apple defied expectations in Q2. Its new iPhone SE was critical in the quarter, accounting for around 28% of its global volume, while iPhone 11 remained a strong bestseller at nearly 40%. iPhone SE will remain crucial to prop up volume this year, amid delays to Apple’s next flagship release,” said Canalys Analyst Vincent Thielke.

“In China, it had blockbuster results, growing 35% to reach 7.7 million units. It is unusual for Apple’s Q2 shipments to increase sequentially. As well as the new iPhone SE, Apple is also demonstrating skills in new user acquisition. It adapted quickly to the pandemic, doubling down on the digital customer experience as stay-at-home measures drive more customers to online channels.”

While Apple was able to grow its smartphone shipments, Huawei came out on top, leading the market for the first time with 55.8 million units.

Huawei was followed by Samsung (53.7 million), then Apple, Xiaomi (28.8 million) and Oppo (25.8 million).

“Smartphone companies need to adapt rapidly to the ‘new normal’ of the pandemic,” said Senior Analyst, Ben Stanton. “As lockdowns ease, many countries allowed offline retail stores to reopen, but footfall remained low. Going forwards, vendors will need to switch channel focus at short notice, to adapt to second-wave outbreaks.”

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