While most top smartphone makers will see a growth in sales next year, Samsung is expected to instead see its performance fall compared to this year, according to Strategy Analytics, as first reported by The Korea Herald. The firm stated that the South Korean OEM is predicted to reach a market share of around 20.5 percent this year, which translates to handset shipments of up to 319 million units. However, this figure is expected to drop to 315 million units next year, translating to a market share of 19.2 percent.
According to Strategy Analytics, Samsung will see a decline in smartphone sales due to the increased competition from other electronics manufacturers such as Apple and various Chinese firms which are pushing aggressively priced and value-oriented devices. Companies in the top five list including Apple, Huawei, OPPO, and Xiaomi are set to see their smartphone shipments increase in 2018. Apple is predicted to ship 234 million units next year, compared to 218 million units this year, capturing 14.3 percent of the market. Huawei's ambitious plans to become the world's largest manufacturer of phones will be strengthened next year as the OEM sees its sales reach 164 million units, up from 156 million units in 2017. The Shenzen-based firm is expected to maintain its global market share of 10 percent. OPPO is predicted to maintain its market share of 7.8 percent in both 2017 and 2018, while Xiaomi is expected to rise from 6.1 percent in 2017 to 7.4 percent next year.
Samsung has seen its annual smartphone sales increase annually ever since the inception of the Galaxy S series in 2010, save for 2016 where the company had to pull the plug on the Galaxy Note 7. Over the past few years, the tech giant has been growing slower than Xiaomi in India and has been severely declining in China, two of the world's largest smartphone markets. Chinese manufacturers have seen an accelerated growth in these markets where consumers prefer value-oriented smartphones which can be purchased at affordable prices and are usually packed with features. In India, Xiaomi managed to capture 25 percent of the market in the third quarter of 2017, compared to Samsung's 26 percent. Xiaomi has been aggressively marketing its products in the South Asian country and saw its market share triple over the last year.