Aug 9, 2019

Apple Slips Down To 4th Place As The World's Top Smartphone Maker

The iPhone-maker now sits behind Samsung, HUAWEI, and OPPO, with Xiaomi and Vivo closing in.

Apple is fading a little too fast on the smartphone market.

Just months after it was revealed that Apple was no longer the second largest smartphone maker in the world, the Cupertino, California-based tech titan has further slipped down to fourth place in yet another list of the world's top smartphone makers during the second quarter of 2019.

According to IHS Markit's list of the world's top smartphone makers, Apple has shipped 35.3 million iPhones during the three months to the end of June, generating 11% of the global smartphone market. Note that Apple shipped 41.3 million units just a year ago. Now, while the company still continues to be more aggressive with its promotional activities lately, the firm notably faces two crucial challenges down the line. First is its skyrocketing pricing for its latest models and the insufficient price elasticity of their previous models which could have driven significant additional shipments of its two-to-three-year-old devices.

Apple also made headlines recently when it announced that its firm incurred an 11.8 percent decline in the second quarter compared to its last year's outing due to increasing trade-in promotions in various markets.

The Chinese smartphone manufacturer OPPO nudges the American company, settling in third place with 36.2 million shipped phone units.

Meanwhile, HUAWEI is still indefatigable in second place, despite its recent political and business headwinds. The company shipped a still sizeable 58.7 million phone units, capturing 18% of the smartphone market.

The South Korean tech juggernaut Samsung has remained unfazed in first place, shipping a massive 75.1 million phone units, with a decisive 23% share from the market.

Trailing behind Apple are another two Chinese smartphone manufacturers, Xiaomi and Vivo, shipping 31.9 and 28.4 million units during the same quarter respectively. The Indian market, in particular, continues to play a central role for Xiaomi's dominance outside China.

IHS' Research and Analysis Director Jusy Hong added that while the numbers are promising for the rising brands on the list, the decline in unit sales are expected to continue over the coming quarters. More importantly, it would be interesting to see whether Apple will be able to keep its revenues up. And with its decline sales, most would also be curious to know whether the firm's recent performance will have a negative effect on the cash it is pulling by leveraging its ecosystem like the App Store and its content sales.

For now, all we can do is sit and wait.