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  • A new report details smartphone brands’ performance across each region of the globe.
  • Samsung continued to lead in most regions, while Apple was the most dominant in its home market.

2020 was a tough year for smartphone companies, and the shipment figures prove it. But while some firms weathered the storm and in some cases saw exponential growth, others fell further down the pecking order. Counterpoint‘s new report further drills down into smartphone brands’ performance in 2020 across the various regions.

While Samsung, Apple, and Huawei led the global smartphone market share stakes, these three firms saw mixed fortunes in specific regions.

The top smartphone brands in each region

Per Counterpoint, North America was led by Apple, with Samsung placed second and LG coming in third. Apple was so dominant in this region in 2020 that roughly one in every two smartphones sold was an iPhone.

Apple failed to chart in the MEA region. Although Samsung led this corner of the world, the likes of Tecno and Itel continued to hold a greater portion of the market (15% combined) than the likes of Xiaomi (6%).

Samsung dominated in LATAM and Europe, claiming 41% and 32% of the market share in these regions, respectively. Xiaomi’s massive growth in Europe also allowed it to overthrow Huawei.

Finally, Asia remains Huawei’s only stronghold, but its rivals are breathing down its neck. While the Chinese company holds onto 19% of the continent’s market share, Vivo (15%), Xiaomi (14%), Oppo (14%), and Samsung (11%) continue to gain.

Despite its 25% year-on-year shipments slump in 2020, the feature phone market continued to be led by Itel, with HMD and Tecno rounding out the top three.

For a visual representation of this data, check the infographic by Counterpoint below.

counterpoint smartphone brands regional market share 2020

Credit: Counterpoint

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