In the third quarter of 2024, Samsung took the top position among smartphone vendors by shipments, accounting for 19 percent of the market share, followed by Apple with 18 percent. Xiaomi came in third with 14 percent of smartphone shipments worldwide.

The statistic shows the market share of Apple smartphones in the Middle East and Africa from 2011 to 2018, based on shipments. In 2018, Apple's market share in the Middle East and Africa amounted to **** percent, indicating no change in market share compared to 2017.

The statistic shows smartphone unit sales market share by model worldwide in May 2018. During that time the Apple iPhone 8 accounted for *** percent of global smartphone sales.

The statistic shows the market share of the Android operating system of smartphone sales worldwide from 2011 to 2018. In the fourth quarter of 2018, Android's market share was **** percent. Android OS - additional information In 2003, when the smartphone market was still in its early development stages, Android. Inc. was founded in Palo Alto, California, with the initial intention of creating an operating system for digital cameras. Two years later, the company was acquired by Google, confirming rumors of the tech giant’s plans to enter the mobile phone market. The first Android operating system was introduced in 2007, with the goal to compete with the then-leading smartphone operating system Symbian. Android accomplished this goal by 2011, when it became the leader of the global smartphone OS market, with about ** percent of the share, while Symbian fell to third place and was pushed out of the market by 2013. As Symbian faded out of the market, Apple became Android’s main competitor on the mobile operating system market. However, Android has been the main player in the market since 2012, and is forecast to maintain this leadership in the coming years. In the first quarter of 2016, about ** percent of smartphones sold to end users used Android as its operating system. Android is expected to maintain its smartphone market share of about ** percent up to 2020, while Apple’s iOS is projected to account for ** percent. One of the main reasons for Android’s popularity is its strong collaboration with smartphone manufacturers, such as Sony, Samsung and HTC, while the iOS is limited to operating on Apple devices. Upon its success in the smartphone market, Android has expanded its operating system to tablets. Android had a slow start in this market, mainly due to the lack of quality applications for Android tablets. However, Android managed to overcome this issue and establish itself as the leading tablet operating system in 2012. Android is now the most used operating system for tablets worldwide, with a ** percent share of the global market in 2015.

In October 2025, the market share of HTC smartphones in Taiwan was approximately **** percent. At the same time, the market leader was Apple, with a market share of around **** percent.

Despite its market share dropping from over ** to ** percent compared to 2018, Apple was still the leading market player in the smartphone market of Hong Kong as of December 2024. Smartphone ecology in Hong Kong With a penetration rate of almost ** percent, Hong Kong has a very beneficial ecology for the smartphone industry. The ownership of smartphones is even higher among people aged between 15 and 54 as almost everyone in this age group owns a smartphone. In terms of education level, the smartphone penetration rate among Hong Kongers who had a post-secondary education was **** percent as of September 2022. Smartphone market in Hong Kong Hong Kong has long been a huge fan of Apple from an early stage. Apple’s market share has fluctuated from over ** percent since the end of 2017, which rose in November 2018 to over ** percent because of the launch of iPhone XR and dropped back to ** percent at the end of 2019. Meanwhile, the second market player has been Samsung with a fifth of the market share in Hong Kong.

The statistic shows the market share of selected smartphone brands in Asia in 2018, broken down by shipment. In 2018, Huawei ranked first with a market share of ** percent, followed by Oppo with a market share of ** percent and Xiaomi with a market share of ** percent. Apple ranked last with a market share of ** percent.

Android was the unquestioned leader of the mobile operating system (mobile OS) market in 2018, with ** percent of all devices sold running the Android system. Mobile OS ecosystem Smartphone operating systems, often referred to as smartphone OS, are operating systems that operate smartphones, PDAs, tablets and other mobile devices. An operating system allows these devices to run applications and programs, therefore, bringing advanced functions to mobile devices that were previously restricted to desktop computers. The now-discontinued OS Symbian was the first popular smartphone operating system in the world. With the launch of Ericsson‘s R380 in 2000, Symbian became the first modern mobile OS on a smartphone. By 2009, Symbian accounted for nearly half of the global smartphone operating systems market, while RIM/Blackberry, also a pioneer in this market, held around ** percent of the share. Despite the early start, both Symbian and RIM have been almost driven out of the market as new operating systems were released. Apple introduced its first iPhone model to the consumer market in 2007, revolutionizing the market. Prior to the launch of Apple’s iPhone in 2007, smartphones were a rather niche product and had not yet attained mass appeal. As of 2020, Apple's iPhone held the third largest smartphone market share. Since 2011, Apple’s iOS market share has varied between ** and ** percent.

The statistic shows the market share of Huawei smartphones in the Middle East and Africa from 2011 to 2018, based on shipments. In 2018, Huawei's market share in the Middle East and Africa amounted to ****** percent, indicating a **** percent increase in market share compared to 2017.

The statistic displays the outcomes of a survey on the market share of leading business smartphone brands in Belgium in 2018. As of 2018, Samsung was the most widely used brand of business smartphone in Belgium, while HTC was the least used brand of business smartphone. In 2018, Samsung and Apple combined accounted for approximately ** percent of the business smartphone market in Belgium, whereas HTC had a market share of *** percent in the same year.

This statistic shows global smartphone sales to end users broken down by operating system from the 2009 to 2018. In the second quarter of 2018, Apple sold ***** million smartphones with their iOS. Smartphone sales by operating system -- additional information Smartphone sales have strongly increased over the last few years. In 2009, the number of smartphones sold worldwide added up to *** million. By 2015, this figure stood at more than *** billion, generating almost 400 billion U.S. dollars in revenue. The market shows no sign of slowing down, as over a third of the world’s population is projected to own a smartphone by 2017, and the number of smartphone users is forecast to pass the *** billion mark for the first time by 2019. Android, introduced to the consumer market in 2007, has been the leading operating system since early 2011, after taking over the top position from Symbian OS. The number of Android smartphones sold increased from about *** million units in 2011 to around *** billion in 2015, while Symbian’s sales declined to about ** million units in 2012, and later on was discontinued. Android’s market share jumped from *** percent in early 2009 to nearly ** percent by the end of 2016. Much of this growth can be attributed to the fact that many smartphone manufacturers, such as Sony, Samsung and HTC, have all built phones designed specifically for the Android system. Along with the fall of Symbian and the increasing popularity of Android, RIM, which was the second biggest operating system at one point, saw its sales market share drop from about ** percent in the beginning of 2009 to less than *** percent four years later. Sales of RIM smartphones declined from around ** million in 2011 to just over **** million in 2015. Meanwhile, Apple’s iOS rose as the second most popular operating system in the world, accounting for around ** to ** percent of the market in the last few years. In 2015, Apple sold about *** million iPhones which run on the iOS operating system. Microsoft’s operating system is the third most popular operating system in the world, as the company sold around ** million Windows Phone smartphones in 2015.

This statistic shows the market share held by the leading smartphone operating systems in Mexico from 2013 to 2018, by month. In December 2018, the Android operating system had a market share of **** percent in Mexico.

Smartphone OS market share in Mexico - additional information

The Android Operating System has seen its market share steadily rise in Mexico throughout, with the company finishing 2016 controlling over ** percent of the market. These figures are consistent with recent worldwide trends in which Android has asserted its dominance in the market. The Google-backed company is predicted to hold almost ** percent share of the global smartphone market by 2016, in stark contrast to the *** percent share it had in 2009.

Despite the fact that Blackberry has struggled in the global markets in recent years, it has persisted in the Mexican market with less than one percent of the market since the beginning of 2016. In contrast, Apple’s iOS has achieved limited success in Mexico in comparison to its popularity in the rest of the world. At the end of 2016, the Apple operating system held *** percent of the market share in Mexico, which is significantly lower than the **** percent market share it enjoyed globally.

The mobile phone industry in general has grown in Mexico since 2009. An estimated 70 percent of the population, are forecast to use a mobile phone by 2017, this is the equivalent of around 86 million people. Of these mobile users in Mexico, **** percent are predicted to own a smartphone by 2017, in comparison to just **** percent of all mobile users in 2013. This means that **** million people are expected to be smartphone users in Mexico by 2017.

In the third quarter of 2025, Apple iOS was one of the main mobile operating systems in Italy. In that quarter, iOS 18.6 was the most popular version of the operating system, occupying over ** percent of the mobile OS market in the country.  Apple and Samsung at the top of the Italian smartphone market As one of the main segments of the consumer electronics industry in Italy, the smartphone market was forecast to generate a revenue of just under ten billion U.S. dollars in 2026. Apple and Samsung are the leaders of the Italian smartphone market, controlling almost ** and ** percent of the market in 2023, respectively. Meanwhile, other vendors have been acquiring larger shares of the industry, including Huawei and Oppo, catering to the needs of an ever-growing number of smartphone users.

Android is the leading mobile OS What makes our smartphones so fast, advanced, and powerful? Their operating systems, namely, the software on which the devices rely that allow users to perform all sorts of actions, including navigating the web and listening to music. Over the decades, Google’s Android and Apple’s iOS have established themselves as the leading mobile operating systems worldwide. Android being an open-source platform, many smartphone vendors have adopted it as their operating system, whereas iOS only works on Apple iPhones. As a result, Android holds a much larger share of the global mobile OS market, over ** percent, leaving iOS far behind.

In October 2025, the market share of Apple in Taiwan amounted to more than **** percent. Apple was the dominating smartphone brand in the region, leading its closest competitor Samsung by around ** percentage points.

In October 2025, the share of Asus in the Taiwanese smartphone market was *** percent. The monthly share of Asus smartphones pervading the Taiwan market has been on the decline since having peaked in January 2018. Post a drastic drop towards the end of 2018, the technological giant’s share in Taiwan’s smartphone market has resurged to around **** percent as of August 2020. Regional context In terms of market share, Asus ranked sixth amongst the leading smartphone manufacturers within its home country, Taiwan, at the beginning of 2020. Its sales share as of August 2023 was at *** percent which was a mere fraction of the sales of brands such as Apple, Samsung and even OPPO. Asustek Computer Inc. Established in Taipei in 1989, Asustek Computer Inc. was among the ten most valuable technology corporations and was worth *** billion New Taiwan dollars as of December 2017. The company is world-renowned primarily for the production of personal computers and motherboards. Of the global revenue generated by the company in 2019, the largest share came from sales in Singapore, the United States, and China.

This statistic shows the market share held by the leading smartphone operating systems in Brazil from 2013 to 2018, by month. In September 2018, the Android operating system had a market share of ** percent in Brazil.

Brazilian smartphone OS market share - additional informatiom

The smartphone industry in Brazil is a growing market with an estimated **** million Brazilians forecast to own a smartphone by 2017. 2013 saw Google-backed Android increase its share in the Brazilian smartphone market by almost ** percent by the end of the year. The growing prominence of the company can be seen worldwide with Android holding over ** percent of the U.S. market since 2012 and forecast to control ** percent of the global market by 2015, a massive increase from its global share of *** percent in 2009.

Indeed, smartphones as a whole are rising in popularity in Brazil, with **** percent of mobile users anticipated to own a smartphone in 2017, up from just *** percent in 2010. Furthermore, Brazil is expected to have a *** percent share in the global smartphone market by 2017, a slight increase from the *** percent share it had in 2013.

The increase in dominance of the Android operating system can be attributed in part to its popular app marketplace, Google Play, which gives users access to over *** million downloadable applications, ranging from games and music to online banking and weather apps. As of July 2013, these apps have been downloaded a total of some 50 billion times worldwide since the Google Play store launched in October 2008.

As of May 2025, Huawei accounted for around **** percent of the smartphone market in Hong Kong. Smartphone market in Hong Kong Since the end of 2017, Apple has always kept its position as the leading smartphone market player in Hong Kong with a market share of over ** percent. However, despite Apple’s steady domination in the smartphone market in Hong Kong, Huawei has almost doubled its market share from **** percent to around ****** percent from 2018 to 2019. This growing popularity of Huawei globally can be traced back to the second quarter of 2018, when the global shipment volume of Huawei smartphones surpassed Apple for the first time. However, Huawei was unable to defend its global market position. Huawei Huawei, the leading Chinese smartphone manufacturer, generated a revenue of around *** billion yuan in 2024, mainly from telecommunication services and equipment. At the beginning of 2012, Huawei’s market share was merely 3.3 percent, however this then surged to over 18 percent in the third quarter of 2019, translating to over 66 million units of smartphone shipments worldwide. However, the U.S. sanctions cut off the companies access to cutting-edge chip sets. Since then, Huawei has diverted its focus from smartphones to other business segments.

In 2020, more smartphones were sold in Greater China than any other region in the world at over 368 million units. The annual global smartphone sales plateaued at around 1.5 billion units in the previous years, but dropped in 2020 to 1.38 billion units, due to the coronavirus pandemic. Before 2020, only China and other emerging countries in Asia were still showing growth. The potential for growth in China is reflected in the country's smartphone penetration rate, as currently, only around half of the population is using a smartphone.

Americas and Europe stagnating
Sales in the Americas region and Europe are predicted to decrease compared to pre-pandemic sales, with the largest drop in smartphone sales in 2021 predicted for North America, where smartphone sales are expected to decrease by around 8 million units in 2021 compared to 2019.

Africa and Middle East with modest growth

In contrast to the decreasing markets in Europa and the Americas, smartphone sales are expected to increase in Sub-Saharan countries and North Africa as well as the Middle East from 2019 to 2021. Shipments to the Middle East and Africa have been steadily growing since 2013. Drivers for the growth in these markets are the still low smartphone penetration and the average selling price for smartphones that is only half of the average price in North America.

The statistic shows the market share of Samsung smartphones in the Middle East and Africa from 2011 to 2018, based on shipment. In 2018, Samsung's market share in the Middle East and Africa amounted to ** percent, indicating a decrease in market share compared to 2017.

Apple's iOS continues to hold the largest share of the smartphone operating systems market in the United States, claiming more than **** of the market in 2024. Apple's share of the U.S. market has remained stable since 2018, when it accounted for around ** percent. This is reflected in all markets, with Apple's global share remaining stable year-on-year. Apple growing at home Under CEO Tim Cook, Apple has continued to follow a stunning growth trajectory. Apple became the first U.S. company with a market capitalization exceeding two trillion dollars, just two years on from becoming the first trillion-dollar company. The iPhone, responsible for much of the company’s growth, has cemented its status as the smartphone of choice for many Americans during recent quarters. Google's Android operating system is a close competitor in the U.S. OS market, accounting for around ** percent of the market as of **********. However, Apple commands a far wider lead in the U.S. smartphone manufacturer market, with the Android user base split between various vendors such as Samsung and Motorola. Apple’s popularity across markets Apple has seen success with the iPhone in developed markets across the globe. iPhones accounted for **** of the **** most-sold handsets in the United Kingdom as of ************, and four of the leading five in Germany. Yet, the high price of Apple devices puts Apple at a disadvantage outside of wealthier markets. In Africa, iOS accounted for around ** percent of the mobile OS market in *************, while Android dominated with an ** percent share.