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Samsung led the worldwide smartphone market by estimated shipments in the third quarter of 2020, while Xiaomi moved into third place ahead of Apple. Canalys counted 47.1 million Xiaomi shipments and 43.2 million Apple shipments. The result marked a milestone for Xiaomi, but it was shaped by Huawei’s steep decline and Apple’s delayed iPhone 12 launch—not a measure of revenue, profit, or which phones consumers preferred.
Canalys’ Q3 2020 smartphone shipment ranking
Canalys published its estimates on October 29, 2020, for the July–September quarter. The company counted 348.0 million worldwide smartphone shipments, down 1% year over year but up 22% from Q2 as markets reopened after the first wave of COVID-19 disruption. Its figures represent sell-in shipments into distribution channels, not confirmed purchases by end users. Canalys’ release and table report:
| Rank | Vendor | Shipments | Market share | Year-over-year change |
|---|---|---|---|---|
| 1 | Samsung | 80.2 million | 23.0% | +2% |
| 2 | Huawei | 51.7 million | 14.9% | -23% |
| 3 | Xiaomi | 47.1 million | 13.5% | +45% |
| 4 | Apple | 43.2 million | 12.4% | -1% |
| 5 | vivo | 31.8 million | 9.1% | +6% |
| 6 | OPPO | 31.1 million | Not stated in Canalys’ headline table | Not stated in Canalys’ headline table |
| 7 | realme | 15.1 million | Not stated in Canalys’ headline table | Not stated in Canalys’ headline table |
| — | Others | 94.0 million | 27.0% | -7% |
| — | Total | 348.0 million | 100.0% | -1% |
Xiaomi’s lead over Apple was narrow: 3.9 million shipments, equivalent to about 1.1 percentage points of global share based on Canalys’ reported figures. Canalys listed OPPO and realme separately; the table should not be read as combining brands into corporate groups.
What the ranking measures—and what it does not
A shipment table answers which vendors placed the most smartphones into channels during a particular period. It does not directly show consumer sell-through, company revenue or profit, active users, the best-selling individual model, or which phone is the best buy. A channel shipment can precede a consumer purchase, and estimates from analyst firms can differ because their inputs, definitions, methods and revision processes differ.
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That distinction matters here: Xiaomi shipped more smartphones than Apple worldwide in Canalys’ Q3 2020 estimate. It does not follow that Xiaomi earned more from phones, had more customers, or had overtaken Apple in premium sales.
Why Samsung returned to first place
Samsung shipped 80.2 million units, accounting for 23.0% of the global market and growing 2% year over year, according to Canalys. Its breadth across entry-level, midrange and premium phones, including demand for Galaxy A-series devices, helped it compete across customer segments and regions. Canalys also said Samsung had been hurt in Q2 by its reliance on offline retail, then recovered as retail conditions improved. The reopening of shops and a broad product portfolio together help explain the rebound; the shipment table does not identify one model as the cause.
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Why Xiaomi moved ahead of Apple
Xiaomi’s shipments rose 45% year over year to 47.1 million. Canalys pointed to international expansion, including Europe, Latin America, the Middle East and Africa, along with the company’s value-oriented positioning and online and retail channels. Its growth came as Huawei’s business weakened, creating room for Android competitors in markets where Huawei had been strong.
Canalys described the movements as closely related: Xiaomi added 14.5 million units year over year in its narrative, while Huawei lost 15.1 million. The table’s rounded figures imply a Xiaomi increase of about 14.6 million. This overlap supports the view that Huawei’s retreat opened an opportunity, but it does not show that every additional Xiaomi shipment came from a former Huawei buyer.
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Apple’s fourth place reflected an unusual launch calendar
Apple’s 43.2 million shipments were down 1% year over year, but Q3 was not a typical iPhone launch quarter. Apple’s main annual iPhone launch usually came in September; in 2020, the iPhone 12 series arrived in October. That moved the flagship cycle into Q4 and left Q3 with less of its usual launch-related demand. IDC also cited the delayed iPhone 12 launch as a factor in Apple’s quarter. The ranking is therefore not evidence that consumer demand for Apple phones collapsed.
Contemporary coverage by VentureBeat reported that this was Apple’s first omission from the global top three in at least 12 years, based on historical rankings available at the time. That claim is best understood as a report about the historical record then available, rather than an independently established all-time statistic. VentureBeat’s account also highlighted the launch timing and Huawei’s trade troubles.
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- NEED MORE STORAGE? WE HAVE YOU COVERED: With an improved 2TB of expandable storage, Galaxy A17 5G makes it easy to keep cherished photos, videos and important files readily accessible whenever you need them.³
- BUILT TO LAST: With an improved IP54 rating, Galaxy A17 5G is even more durable than before.⁴ It’s built to resist splashes and dust and comes with a stronger yet slimmer Gorilla Glass Victus front and Glass Fiber Reinforced Polymer back.
Huawei remained second, but its position was weakening
Huawei ranked second globally with 51.7 million shipments, even after a 23% year-over-year decline from 66.8 million. Its strength in China kept its worldwide total high while its international smartphone business faced greater pressure. US restrictions limited access to key technologies, and the absence of Google Mobile Services made its phones substantially less competitive in many overseas markets. Samsung, Xiaomi and other Android vendors could benefit from the resulting channel opening.
A high global rank did not mean Huawei was equally strong in every region or that its overseas prospects were healthy. The worldwide table cannot establish rankings in the United States, China, India or Europe individually.
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IDC reported the same order, with different estimates
IDC’s preliminary Q3 2020 figures also put Samsung first, Huawei second, Xiaomi third and Apple fourth. Its estimates were larger for the overall market and somewhat different for individual vendors:
| Measure | Canalys | IDC preliminary |
|---|---|---|
| Total market | 348.0 million; down 1% year over year | 353.6 million; down 1.3% year over year |
| Samsung | 80.2 million; 23.0% share | 80.4 million; 22.7% share |
| Huawei | 51.7 million; 14.9% share | 51.9 million; 14.7% share |
| Xiaomi | 47.1 million; 13.5% share | Approximately 46.5 million |
| Apple | 43.2 million; 12.4% share | Approximately 41.6 million |
The different totals are not a contradiction about who led: both firms showed the same top-four order. Analyst estimates need not match because firms use different channel inputs, definitions and revision processes. IDC’s preliminary release provides its figures.
What happened after Q3 2020
The next quarters put the apparent change in perspective. Apple’s delayed launch shifted attention to Q4, and by Q3 2021 Canalys ranked Apple second with 49.2 million shipments and 15% share; Xiaomi was third with 44.0 million and 14% share. That later ranking shows why one disrupted quarter should not be treated as permanent market leadership. Canalys’ Q3 2021 report records the later positions.
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