iPhone lineup 21

We learned this week that Apple shipped 74.8 million iPhones globally during the recent holiday quarter, which is just slightly up from the 74.4 million shipped during the same quarter the year prior and just under the 75 million that analysts expected.

Today Strategy Analytics has released new data showing how Apple’s last two years of shipments compare to competitors like Samsung and Huawei. The data also breaks down how Apple’s global smartphone marketshare stacks up to those same competitors.

As we already knew, Apple shipped 231.5 million iPhones globally in 2015 compared to 192.7 million globally the year prior, which maintains the company’s second place rank between Samsung and Huawei. Global iPhone shipments trailed Samsung’s 317.2 million smartphones shipped in 2014, and 319.7 million shipped last year.

Strategy Analytics especially notes that Apple’s global iPhone shipments are peaking and shifting its strategy around emerging markets like India is necessary to return to growth after the anticipated decline next quarter. Apple’s anticipated 4-inch iPhone 5se that 9to5Mac has reported on extensively will certainly become a player in these markets; the cheaper price will likely combat global current fluctuations Apple described earlier this week during its earnings call.

Also of note, in total Strategy Analytics says the total number of smartphones shipped globally in 2015 hit 1.4 billion units, up from 1.2 billion the year prior, marking a 12% increase.

And in terms of global marketshare by vendor, Apple climbed 1.1% in 2015, moving from 15% to 16.1%. Samsung, which remained in the top spot, dropped 2.5% from 24.7% to 22.2% between 2014 and 2015. Samsung did, however, regain marketshare at Apple’s expensive during the holiday quarter as you can see below:

Strategy Analytics January 2016

Counterpoint Research, another firm tracking smartphone data, notes that 3 in 5 smartphones shipped in 2015 were LTE capable, adding that 900 million LTE smartphones were shipped globally last year. The firm similarly reports the same 1.4 billion smartphones shipped globally last year.

One last interesting detail: Counterpoint says that 850 smartphone brands were competing in 2015, but the top 20 brands maintained 85% of total smartphone shipments.

The major takeaway the new Strategy Analytics data is that Apple’s perhaps temporary peak iPhone quarter indeed suggests the company will need to look to emerging markets for new opportunity, and on the Android side Huawei has gained steam while Samsung remains on top for now.

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About the Author

Zac Hall

Zac covers Apple news, hosts the 9to5Mac Happy Hour podcast, and created SpaceExplored.com.