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70.8 Percent of US Phones Sold by Samsung, Apple

Their market share is probably even higher when you look at flagship phones. Here's why.

 & Sascha Segan Former Lead Analyst, Mobile

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The high-end duopoly is real. Apple and Samsung together sold 70.8 percent of all smartphones in the US over the past three months, with "enemy of the state" Huawei down at only 0.4 percent of the US market, according to research firm Kantar Worldpanel ComTech.

Apple had 43.9 percent of US sales and Samsung 26.9 percent, according to the research firm. That's a drop of 0.5 percent for Apple year over year. While Apple is strong in the US, there are other countries where it's even stronger—iPhones made up 54.7 percent of sales in Japan, 46.5 percent in the UK, and 44.9 percent in Australia, Kantar said.

Apple is also growing fast in Germany and China, Kantar said, although it still has a ways to grow. In Germany, for instance, Android has a 74.8 percent market share.

The iPhone X clearly led to a boost in Apple's sales for the fourth quarter of 2017. During the third quarter, according to Counterpoint Research, Apple sold 33 percent of US smartphones to Samsung's 23 percent. That still totals 56 percent, but is far short of the 71 percent Kantar reported.

Kantar didn't give the third, fourth, and fifth place US finishers, but Counterpoint did, at least for the third quarter, putting LG in at 18 percent, ZTE at 12 percent, and Motorola at 5 percent.

Kantar pointed out that Huawei—which was recently described in a leaked NSA memo as so scary that the memo author wanted the government to build its own 5G network to stop it—only has 0.4 percent share here. Huawei can't find a carrier partner to sell its phones, because it's too politically controversial. But ZTE, also mentioned in the memo, has a solid and growing fourth-place position. (I speculated as to why in a column last year.)

Kantar said Motorola and Google are growing in the US, although they still both have small shares of the market: 5.6 percent and 2.8 percent, respectively.

While the Counterpoint numbers make it look like there isn't a handset duopoly in the US, read between the lines and you find that almost all of the phones being sold at the top-end are from Samsung or Apple.

Apple sells relatively few devices under $600, while fourth-place ZTE almost entirely sells budget phones. (Samsung and LG have phones at every price level.) In a November 2017 report, Fierce Wireless said Motorola had trouble competing in selling its high-end Z2 Force phone, but that its low-end, prepaid E4 phone was a success. Bay Street Research told Fierce that the high-end Google Pixel 2 didn't sell as well as the original Pixel.

While ZTE and Alcatel seem comfortable playing in the shallow end of the pool where Apple doesn't swim, things get brutal once you're directly up against the iPhone in the U.S.

About Our Expert

Sascha Segan

Sascha Segan

Former Lead Analyst, Mobile

My Experience

I'm that 5G guy. I've actually been here for every "G." I reviewed well over a thousand products during 18 years working full-time at PCMag.com, including every generation of the iPhone and the Samsung Galaxy S. I also wrote a weekly newsletter, Fully Mobilized, where I obsessed about phones and networks.

My Areas of Expertise

  • US and Canadian mobile networks
  • Mobile phones released in the US
  • iPads, Android tablets, and ebook readers
  • Mobile hotspots
  • Big data features such as Fastest Mobile Networks and Best Work-From-Home Cities

The Technology I Use

Being cross-platform is critical for someone in my position. In the US, the mobile world is split pretty cleanly between iOS and Android. So I think it's really important to have Apple, Android and Windows devices all in my daily orbit.

I use a Lenovo ThinkPad Carbon X1 for work and a 2021 Apple MacBook Pro for personal use. My current phone is a Samsung Galaxy S21 Ultra, although I'm probably going to move to an Android foldable. Most of my writing is either in Microsoft OneNote or a free notepad app called Notepad++. Number crunching, which I do often for those big data stories, is via Microsoft Excel, DataGrip for MySQL, and Tableau.

In terms of apps and cloud services, I use both Google Drive and Microsoft OneDrive heavily, although I also have iCloud because of the three Macs and three iPads in our house. I subscribe to way too many streaming services. 

My primary tablet is a 12.9-inch, 2020-model Apple iPad Pro. When I want to read a book, I've got a 2018-model flat-front Amazon Kindle Paperwhite. My home smart speakers run Google Home, and I watch a TCL Roku TV. And Verizon Fios keeps me connected at home.

My first computer was an Atari 800 and my first cell phone was a Qualcomm Thin Phone. I still have very fond feelings about both of them.

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