Global smartphone shipments declined 10% quarter-on-quarter compared to Q4 2020, but grew 20% YoY. In Q1 2021, the global market recorded almost 355 million smartphone shipments. Samsung had the largest global market share at 22% and was followed by Apple, Xiaomi, and Oppo, who have captured 17%, 14%, and 11% of the market, respectively.
Samsung is leading its rivals in Europe, LATAM, MEA
Apple led the market in North America despite it losing ground. It captured 55% of the market and was followed by Samsung with 28% market share.
Apple and Samsung were on equal footing in Asia, where they each have a market share of 12% and fall behind Xiaomi, Oppo, and Vivo.
However, Samsung led its rivals in Europe, LATAM, and MEA. The company captured 37% of the European smartphone market in terms of Q1 shipments, while Apple and Xiaomi had 24% and 19% market share, respectively.
In LATAM, Samsung had a 42% share and was followed by Motorola (22%) and Xiaomi (8%). As for the MEA region, Samsung led with 26% of the market.
Counterpoint Research also revealed a few interesting facts about the global feature phone market, where Samsung is the fourth-largest OEM. Global shipments declined 19% YoY and 15% QoQ. India remains the biggest feature phone market, and Samsung captured 19% of it in Q1.
