Report 1: (Feb, 2013) Apple nabs crown as current top US mobile phone vendor
Apple became the no.1 US mobile phone vendor in Q4 2012 with 34% share (up from 25.6%). Samsung followed with 32.3% (up from 26.9%). LG fell to 9% (from 13.7%). Motorola took 7% while HTC dropped to 6%.
Smartphone-only Market (NPD): Apple led with 39% share, Samsung had 30%, Motorola 7%, LG 6%, HTC 6%.
Trends:
- Smartphones dominate: 8 out of 10 mobile phones sold in the US are now smartphones (up from 50% in 2011).
- Apple leads overall mobile + smartphone share, but Samsung’s growth suggests it may soon overtake Apple (expected by April 2013).
- Since 2008, Samsung has been a strong competitor, especially through feature phone + smartphone sales.
Key Insight: Apple’s strength lies in exclusive smartphone focus; Samsung remains the only serious challenger with broad portfolio.
Report 2: Reader’s Response (Feb, 2013)
The reliability of Samsung’s reported sales is questioned.
- Past Debacle: In 2010–11, Lenovo challenged Samsung’s claim of shipping 1.5M tablets; actual sales were only 20,000. Samsung refused to supply official quarterly numbers thereafter.
- Apple vs Samsung lawsuit: Court filings revealed Samsung’s real phone sales were only 1/3–1/2 of analyst estimates.
- Tablet Usage: Of 1.5M shipped, only 38,000 were sold; Samsung tablets had a 1.5% usage rate compared to iPad’s 90%.
- Smartphones: Samsung’s Q sales estimated at 32M, but analysts’ guesses varied widely (32M–50M) due to lack of direct reporting.
- Key Issue: Without self-reporting of actual sales to end users, market share estimates (esp. Samsung) are unreliable.
Key Insight: Apple’s numbers are considered transparent and verifiable, whereas Samsung’s reported dominance is seen with suspicion.
Report 3: Contradictory Survey (Feb, 2013)
Main Findings: OnDevice Research survey (320,000 users, 6 countries) on customer satisfaction.
- US Results: Motorola Atrix HD ranked highest, Droid Razr second, HTC Rezound 4G third, Samsung Galaxy Note 2 fourth, while Apple’s iPhone 5 ranked only fifth.
- Global Variations: In UK, iPhone ranked 2nd (after HTC One X). For overall satisfaction worldwide, Apple topped, followed by Google. Nokia ranked 3rd–5th, Sony Ericsson 6th.
- Contradictions: Google appeared in rankings despite not being a direct smartphone maker; Samsung, despite global leadership, ranked bottom in satisfaction.
- Interpretation: Apple, while globally strong, shows lagging satisfaction in the US; Android devices gaining in consumer approval. Survey highlights inconsistencies and limitations in measurement.
Key Insight: Satisfaction rankings differ sharply from market share rankings, creating confusion in interpreting “leadership” in smartphones.