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Samsung Takes Back Top Spot In Smartphone Market As Huawei Slump

The Chinese market has failed to deliver growth for the banned Huawei with Samsung back as the world’s top seller of smartphones according to Counterpoint research.

Huawei who is banned in several Countries and has been trying to sell smartphones without key Android apps, was hoping to get a lift in sales from the Chinese market but after bans in Australia the US and UK and the dumping of Chinese brands in India, the Company has struggled despite announcing new shops in Australia and the splashing of cash with retailers to range their products.

Samsung who recently launched the Note 20 and the foldable Galaxy Z Fold 2 in August and September also benefited from anti-China sentiments in several markets including Australia to get back the #1 slot.

Huawei, who three months ago was bragging about their success has slumped to 16 per cent in August – down from 21 per cent in April this year.

Huawei’s market share is expected to fall further in the future due to US trade sanctions, according to the researchers.

US President Donald Trump added Huawei to the Entity List in May 2019, effectively blacklisting the firm and preventing it from trading with US companies.

The ban came amid ongoing allegations that the company is a threat to American national security.

Counterpoint claim that players like Samsung, Apple, Xiaomi and OPPO will benefit the most from the bans.

US tech giant Apple was third in Counterpoint’s rankings with 12 per cent of the global smartphone market share, Chinese firm fourth Xiaomi with 11 per cent and other sellers making up the remaining 40 per cent.

Ben Wood, chief of research, CCS Insight said it was unsurprising that Samsung had pushed ahead of Huawei as 2020 progressed.

‘Its success earlier in the year was a bit of an anomaly as it was performing well in China while the global market was severely depressed due to the pandemic.

‘Huawei is facing enormous pressure as a result of the US Administration’s extensive sanctions and despite an incredible performance in China, its global position is being dramatically eroded.

‘Samsung is the big winner given its global scale, strong consumer electronics brand and extensive smartphone portfolio.’

In April, Samsung lost the top spot to Huawei due to sharp declines in its major markets of India and Europe.

But in July and August, Samsung rebounded as India recovered from a nationwide lockdown, Counterpoint said.

Meanwhile, third-placed Apple, which has just launched its much-anticipated 5G-ready iPhone 12, had a global share of 12 per cent in both April and August

Counterpoint expects iPhone sales to rise notably in November, following the launch of the iPhone 12 on October 23.

Chinese company Xiaomi is showing a significant increase in its market share – up from 8 per cent in April to 11 per cent in August.

It’s likely Xiaomi will fill the void in markets where Huawei used to have strong presence, such as Central Eastern Europe.

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