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Mobile Devices

It's Not Even Close: Apple, Samsung Smartphone Marketleaders

04 November 2017
Apple's new X has features that will propel sales over Apple 8 and keep sales momentum growing.

Apple and Samsung are leaving competitors LG and Motorola in the dust. New research from Parks Associates shows, for example, that LG has dropped to just 9% of consumer-reported brand share, behind Apple (47%) and Samsung (29%).

Samsung models, despite quality issues related to its Galaxy Note line last year, have sold better than their predecessors. In addition, a majority (65%) of Samsung smartphone users have a model more than two years old, which means they are poised to upgrade.

However, Apple’s lead is apt to continue in the coming years, as 75% of iPhone users will also soon look to upgrade. The company enjoys not only a sizeable lead in market share but also a tight replacement cycle. The research found that the iPhoneX’s powerful on-device artificial intelligence and facial recognition abilities will drive purchases of the $1,000 model, usurping the iPhone 8. Although the more affordable model provides an attractive mix of features, it doesn't significantly differentiate itself from the iPhone 6 and the iPhone 7.

Other competitors’ market share is languishing, with HTC falling from fourth in share of the installed base at 9% in 2012 to sixth in 2017 with just 2%. ZTE's market share has increased from 1% in 2015 to 2% in 2017. The report noted that Huawei, which purchased Ericsson in 2012, could pose a threat to LG, Motorola and ZTE as it expands its U.S. sales channels in late 2017 and 2018.

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