Apple slips to No. 3 in worldwide smartphone shipments with 14% market share

In Q2 2021, according to Canalys estimates, global smartphone shipments increased 12%. Samsung was the leading vendor with a 19% share of smartphones shipped. Xiaomi took second place for the first time ever, with a 17% share. Apple was third, with 14%, while Vivo and Oppo maintained strong growth momentum to complete the top five.

Apple's flagship iPhone 12 Pro Max
Apple’s flagship iPhone 12 Pro Max

“Xiaomi is growing its overseas business rapidly,” said Canalys Research Manager Ben Stanton in a statement. “For example, its shipments increased more than 300% in Latin America, 150% Africa and 50% in Western Europe. And as it grows, it evolves. It is now transforming its business model from challenger to incumbent, with initiatives such as channel partner consolidation and more careful management of older stock in the open market. It is still largely skewed toward the mass market, however, and compared with Samsung and Apple, its average selling price is around 40% and 75% cheaper respectively. So a major priority for Xiaomi this year is to grow sales of its high-end devices, such as the Mi 11 Ultra. But it will be a tough battle, with Oppo and Vivo sharing the same objective, and both willing to spend big on above-the-line marketing to build their brands in a way that Xiaomi is not. All vendors are fighting hard to secure component supply amid global shortages, but Xiaomi already has its sights set on the next prize: displacing Samsung to become the world’s largest vendor.”

Worldwide smartphone shipments and growth – Canalys Preliminary* Smartphone Market Pulse: Q2 2021

Worldwide smartphone shipments and growth - Canalys Preliminary* Smartphone Market Pulse: Q2 2021
Note: percentages may not add up to 100% due to rounding
Source: Canalys estimates (sell-in shipments), Smartphone Analysis, July 2021
*Preliminary estimates are subject to change upon final release.

MacDailyNews Take: “Exhibit A” for Apple to trot out in “antitrust” farces worldwide.


  1. This is going to put a lot of pressure on effort to have courts attack Apple as a monopolist company. Apple has established their smart phone environment and stays with it regardless of the competition. They invested significantly when the iPhone was new to move towards a controlled developer environment – like no porn. Developers who liked the idea & program have done well. Those who are too greedy cheat or simply sue. Personally I hope they loose – I like the iPhone environment far too much to see it trashed.

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