So far, we've only had all Android manufacturers combined beat Apple when it comes to smartphone sales. They do it by a significant number every quarter (around twice the number of iPhone sales or so), but it's still all of them together against Apple. However, with every iteration of the Galaxy S series, Samsung gets closer and closer to selling as many Galaxy S devices as Apple is selling iPhones. Note that I'm only talking about the Galaxy S devices, but the company has many other models in the mid and low ranges, and, in total, Samsung Android handsets already outsell Apple's iPhone 4S, iPhone 4 and iPhone 3GS.
It appears that during the Galaxy S3′s UK launch week, this device alone took 18% of the market. Meanwhile Apple and its 3 iPhones dropped from 25% market share in March to 20% in June. Although the market share for the Galaxy S2, Samsung's previous flagship handset, dropped from 9% to 6% in June, Samsung's combined market share for all of its Android devices is still at 30% in the UK, and it includes other popular phones, both high-end and low-end devices, such as the Galaxy Note and the Galaxy Ace.
Aside for the Galaxy S3 launch in the UK, another reason that can explain Apple's decreasing market share in the region is the fact that the new iPhone is just a few months away from launch and loyal customers may be waiting for the new model to hit stores rather than buy one of the existing ones. Moreover, the data used in the study does not include iPhone sales from Apple's physical and online stores.
Samsung managed to achieve this kind of success in the UK even though they had delays with the Pebble Blue Galaxy S3 version because of a factory defect. The shortage of Qualcomm Snapdragon S4 chips is also not helping the company in the U.S., as Samsung is forced to use that chip to make the local Galaxy S3 versions because it's the only one that comes with integrated LTE support. Overall, supply challenges may have cost Samsung around 2 million Galaxy S3 sales so far.