According to a new report, Samsung has hit its lowest phone market share in the last 10 years. The information comes from Jemlit, a source that claims that Samsung’s phone share market sank to a 10-year low of only 19% in September.
Samsung’s phone market share sank to a its lowest level in a decade
It’s not exactly a secret that both Samsung and Apple lost quite a bit of market share due to the competition from China. Xioami, Vivo, and OPPO, amongst others, have been on the rise for years now.
Having said that, Samsung took a bigger hit than Apple. According to Statcounter data, the last time Samsung actually led the mobile phone market was in December 2022. At that point, the share was 26.9%, which is notably less than 33% it held in 2019.
Things went south from there. In December 2023, Samsung’s market share was 24.6%, and by the end of 2024, it dropped to 23.3%. 2025 could be the company’s most challenging year yet, though.
Jemlit says that, while Samsung has seen a slight rise to 23.5% in February, the market share sank to 19% in September. That’s a considerable 4.5% decline in this period, within a single year.
Unlike Samsung, Apple still holds a 1.7% higher global market share than it did a decade ago
Apple, on the other hand, still holds a 1.7% higher global market share than it did ten years ago, despite the fact its market share dipped slightly since the beginning of the year.
Xiaomi, Vivo, and OPPO have seen their market shares soar in the last 10 years. Xiaomi and OPPO have seen an eighteenfold increase, while Vivo’s market share skyrocketed to a 48x increase since 2020. It now holds 6.2% of the market.
Asia seems to be Samsung’s weakest region. Based on Statcounter data, Samsung held 31.2% of the European smartphone market last month, 2.3% less than in 2015. Apple’s market share in that region jumped by 5.8% in the last 10 years.
Something similar has happened in the US, where Samsung lost 2% since 2015, while Apple gained 8%. Asia is a different story, Samsung’s market share dipped by 20.8%, while Apple gained 3.1% of the market in that time period.
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