The global smartphone market had its second-largest quarter ever in terms of shipments in Q2 2015. Shipments from all vendors grew 15% year-over-year (YoY), according to estimates from BI Intelligence. But growth is continuing to slow, especially as the US and China — powerhouse smartphone markets — reach saturation.
iOS has been boosted heavily by the launch of the iPhone 6 and 6 Plus, but Android bounced back in Q2. Android held an 83% share of global smartphone shipments in Q2, while iOS dipped to 14%. The launch of the updated line of iPhone 6 devices this holiday season could help boost Apple's smartphone share once again, but it's unlikely to see the same lift as last year.
Windows will be the platform to watch throughout the rest of 2015. Shipments of smartphones running the Windows Phone platform declined 11% YoY. But the company is in the middle of launching a Hail Mary comeback pass this holiday season with the cross-device Windows 10 platform and related cross-platform strategies.
Samsung and Apple continue to dominate the smartphone market by vendor, while Chinese manufacturers account for the vast majority of remaining shipments. Samsung and Chinese manufacturers were heavily affected by a slowing smartphone market in China in Q2 and the growing popularity of Apple devices in their key markets.
At the country level, the landscape can look very different from the big-picture global smartphone market.
The US has one of the most developed smartphone markets globally. 77% of the total mobile installed base owned a smartphone in June. The biggest challenge for platforms and vendors in the smartphone-saturated country is declining interest in frequent upgrades.
The EU-5 saw an uptick in smartphone sales during Q2 2015, with much of the growth coming from low-end devices, which represented almost 50% of the smartphone sales mix. Android accounted for about 72% of smartphone sales in Q2 2015.
TheChinesesmartphone market has finally begun to cool, with smartphone penetration expected to reach 50% this year. Overall sales fell for the first time YoY by 4% during Q2 2015, according to Gartner. Premium smartphones will become a more important segment as vendors seek to entice consumers to upgrade their phones.
India has yet to fulfill its promise as the future engine of smartphone sales growth, but that could change soon. Smartphones accounted for ~44% of mobile shipments in India in Q2 2015. India is expected [...]