- Apple saw its biggest iPhone sales decline in almost three years over the holiday quarter, according to new Gartner data.
- That ties in with an overall pattern of declining smartphones sales globally.
- But Chinese brands bucked the trend, with Huawei and Oppo boosting phone sales thanks to their broad appeal in emerging markets like China and India
- Part of the reason Apple is losing market share is Because it doesn't sell cheap phones to any of its existing owners.
Apple's claims on iPhone for consumers in China, India, and other emerging markets have resulted in the biggest sales decline in three years, according to Gartner data
Smartphone sales slowed for almost every phone maker during the crucial holiday quarter, but Apple was hit out of the five biggest smartphone makers. The change has cemented Samsung's lead over Apple as the biggest smartphone company in the world.
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The biggest surprise was third-placed Huawei which, despite a reputational battering towards the end of 201
Here are the numbers:
- Apple sold 64 million iPhones in Q4, down from 73 million in Q4 2017.
- Apple now has a global market share of 16%, down from 18% in Q4 2017.
- 19659014] Samsung saw a slight sales slowdown, and has a market share of just over 17%, down from 18% in 2017.
- Huawei sold 60 million phones in the fourth quarter, up from 44 million in Q4 2017.  Now Huawei accounts for 11% of the global smartphone market.
This is Apple's worst performance sentence ce the first quarter of 2016, according to Gartner. The figures tally with Apple's own first-quarter financials showing tanking iPhone sales.
The issue, according to Gartner analyst Anshul Gupta, is that Apple and Samsung mostly appeal to "replacement buyers" – people who already have an iPhone or Samsung smartphone Up-and-coming Chinese players' first-time smartphone buyers in emerging markets like China, India and Latin America, because they offer a broader range of phones that are considerably cheaper than the iPhone.
"When it comes to basic phones, costing around $ 250, those continue to offer much better value for a smartphone buyer," Gupta customs business insider. "You're getting the quad camera, there's an improved experience. People continue to buy devices." That suggests Chinese brands such as Huawei and Oppo can continue to grow for the foreseeable future.