Smartphone Volumes Decline Slightly in 2Q17

According to preliminary results from IDC, smartphone OEMs shipped a total of 341.6 million smartphones worldwide in the second quarter of 2017 (2Q17). Coming off a higher than expected first quarter, smartphone shipments declined 1.3% from the same quarter a year ago and were down 0.8% from 1Q17.

While the smartphone industry contracted slightly in the second quarter, it is worth noting that the leading vendors all saw positive shipment growth. Samsung and Apple both held shares relatively constant from the second quarter a year ago, while the other three vendors rounding out the top 5 - Huawei, OPPO, and Xiaomi - all grew shares. The one change in terms of ranking within the top 5 was Xiaomi slightly outpacing vivo, but not by much.

Looking toward the second half of 2017, IDC expects to see two quarters of positive year-over-year growth, leaving 2017 as a rebound year. Samsung is riding momentum from the Galaxy S8 products, with the presumed August announcement of the Note 8 right around the corner. In parallel, anticipation continues to build for the next round of iPhones that the industry expects Apple to announce in September. Outside of these two industry leaders, the companies to watch will continue to be the next three to five OEMs and how they navigate to position themselves in growing markets.

Samsung remained the leader in the worldwide smartphone market grabbing an impressive 23.3% share and 1.4% growth. The new S8 and S8+ played an important role in the quarter as the flagship brought a new design and screen aspect ratio (18:9) to the table, which could transform the industry in the months ahead. Outside of the S8/S8+, Samsung continues to perform well at the mid-to-low end with its "A" Series and "J" Series devices. Much like Apple, all eyes will be on the next big thing as the Note 8 will look to permanently erase all memories of the Note 7 debacle from last year.

Apple shipped 41.0 million iPhones in the second quarter representing mild 1.5% year-over-year growth from the 40.4 million units shipped last year. The iPhone continues to perform well at the high end as the 7 Plus outperformed the 6S Plus from one year ago. The iPhone 7 and 7 Plus combined delivered double-digit growth at a worldwide level, which helped grow average selling prices (ASPs) by 2% despite foreign exchange headwinds. All eyes will be on the iPhone 8 come September as Apple is expected to bring new features.

Huawei captured the third position once again thanks to strong sales in greater China as well as in many developed European markets. The Chinese giant witnessed 19.6% year-over-year growth and improved its market share by two full percentage points compared to the second quarter of last year. Huawei's mid-range and high-end models continue to prove successful. Looking ahead, Huawei will still need to successfully penetrate the U.S. market at the carrier level if it wishes to surpass either Apple or Samsung at the top.

OPPO remained in the fourth position with worldwide shipments of 27.8 million units and moving its overall share up 1.5 percentage points to 8.1%. The Chinese brand continues to expand its international business, leading with many markets in Southeast Asia. Xiaomi moved back into the top 5 worldwide with year-over-year growth of 58.9%, edging slightly ahead of vivo. Xiaomi has doubled the number of service centers in the past six months as it continues with its strong below-the-line marketing activities.