Despite the launch of new S6 models, Samsung's premium phones continued to be challenged by Apple's large-screen iPhones. Samsung lost 4.3 percentage points in market share and declined 5.3 percent in unit sales in the second quarter of 2015. Huawei recorded the highest sales growth rate of 46.3 percent, thanks to strong overseas sales and 4G smartphone sales in China. iPhone sales increased 36 percent, which helped Apple gain 2.4 percentage points in market share. Apple recorded strong iPhone replacements in both emerging and mature markets — and particularly in China. Total iPhone sales in China grew 68 percent to 11.9 million units.
Gartner notes that Apple's double digit growth negatively impacted its rival's sales and profit margins. Many vendors had to realign their portfolios to remain competitive in the midrange and low-end categories, leading to price wars and discounting to clear inventory for new devices planned for the second half of the year.
Android's global share was affected by the weak performance of China in the second quarter of 2015 and the strong performance in China of Apple, which has taken share from Android for the last three quarters.
"Android saw its lowest year-over-year growth of 11 percent with share reaching 82.2 percent in the second quarter of 2015," said Mr. Gupta. Microsoft continued to struggle to generate wider demand for Windows Phone devices — even at the lower end. "In light of Microsoft's recent cuts in its mobile hardware business, we'll await signs of its long-term commitment in the smartphone market."
Take a look at the charts below for more details...