Best-selling smartphones in South Africa

Samsung is the leading smartphone brand in South Africa, owning almost 50% of the market share, as per GlobalStats Statcounter data. Meanwhile, Huawei, a Chinese manufacturer, comes in second, having an 18.89% mobile vendor market share. Apple takes third place, holding a 17.56% market share, while Chinese brands Xiaomi and Oppo rank fourth and fifth with market shares of 2.77% and 2.62%, respectively.

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On a global scale, Samsung ranks second as the most popular smartphone brand, with Apple in the top spot, having a mobile vendor market share of 27.11%, barely surpassing Samsung’s 26.74%. Chinese brands Xiaomi, Oppo, and Vivo complete the top five.

Despite Huawei being the second most popular vendor in South Africa, its global market share of 4.84% puts it in sixth place.

In 2022, even with the cost of living crisis affecting most South Africans, premium smartphones experienced growth in the latter part of the year. According to Justin Hume, the vice-president of mobile experience at Samsung South Africa, the company noticed growth in its premium model range. The S22 Ultra, the top device in the S22 series, made up half of the range’s sales.

Samsung expects growth in 2023, as it places more focus on its premium category with the launch of the Galaxy S23 series. However, the economic conditions anticipated for the year ahead may force high-end customers to shift down to mid-range categories. As per Christopher Henschel of Cellucty, the R4,000 to R8,000 device range category experienced exceptional growth, with consumers prioritising the value and specifications of mid-tier phones.

Henschel also stated that due to load-shedding, people are more reliant on quality screens and good battery life to keep them entertained when the lights go out. Does the marketshare of smartphone sales in South Africa surprise you? Let us know in the comments down below.