Phone sales stay ugly in second quarter 2020

Gartner says phone sales¹ were down 20 percent in the second quarter of 2020. These numbers mirror the first quarter as the pandemic rages on.

Phone makers shipped a total of 295 million phones world wide in the second quarter of 2020. This compares with 370 million phones in the same period a year earlier.

Samsung and Huawei are neck and neck for first place. Both companies sold a fraction under 55 million phones. Apple remains third.

Phone sales numbers show shifting shares

The relative positions hide a huge shift in performance. Samsung saw a 27 percent decline in units sold during the quarter. Huawei’s numbers dropped almost seven percent. Meanwhile Apple sales were flat. Which means the market shares have moved around with Apple being the winner.

Lesser phone brand Xiaomi, which we don’t often see in New Zealand, had a 21 percent drop in sales. Oppo, which we do see in New Zealand, but not much, experienced a 16 percent drop in sales.

Gartner says Samsung’s new S Series phones did nothing to revive its business. Huawei did OK in China, it has a 42 percent market share in its home country. Without a strong performance there, it would have seen a Samsung-like drop.

Apple did best

In relative numbers Apple did better than its rivals in both the first and second quarter. Part of the reason for that was the lower cost iPhone SE which attracted upgraders from old iPhones.

There’s a lot of talk and analysis linking the sales drop to Covid-19. It’s true lockdowns and precautions are behind a shift from mobility to home working. Yet phone sales were already in decline.

Some analysts believed the arrival of 5G networks would trigger a fresh wave of phone buying. The faster mobile technology has its charms, but there is no incentive to buy a phone to download data faster. 4G is more than enough for every popular practical mobile application.

Strictly speaking Gartner measures shipments when a phone maker delivers a phone to a retailer. ↩︎