Samsung's Market Share Declines in India, the U.S., and Korea
Chinese Smartphone Brands on the Rise; Apple Expands Investment in India
In the fourth quarter of last year, Samsung smartphones' market share shrank in major domestic and international markets, including India.
According to market research firm Counterpoint Research on the 12th, Samsung held an 11% market share in the Indian market in the fourth quarter of last year, dropping from 3rd place in the fourth quarter of the year before last to 5th place.
Samsung had always maintained a market share between the mid-to-high teens and 20% in this market, but it fell to the low teens for the first time.
Even considering that the fourth quarter, which lacks the effect of new product launches, is traditionally an off-season, the decline was significant. Shipments decreased by 37% compared to the same period two years ago.
This decline in market share is interpreted as a result of the rise of Chinese smartphones and Apple's increased investment in the Indian market. Apple entered the top 5 for the first time in the fourth quarter of last year, increasing its market share. Vivo took first place in the Indian market with a 21% share, followed by Xiaomi in second place.
Samsung appears to be paying attention to the Indian market recently. No Tae-moon, President of the Mobile Experience (MX) Division, reportedly visited India early this month right after the Mobile World Congress 2025 (MWC 2025) event to inspect local production facilities.
In the U.S. market as well, Samsung smartphone shipments decreased in the fourth quarter of last year. Although Samsung maintained second place behind Apple in market share, shipments fell by 4% compared to the fourth quarter of the year before last.
Counterpoint Research analyzed that this shipment decline was due to weakened demand for premium devices in the U.S. market. Apple also saw shipments decrease by 5% compared to the fourth quarter of the year before last, as iPhone 16 series sales underperformed expectations.
Samsung's home market, South Korea, also saw a decline in Samsung's market share. This is attributed to increased economic uncertainty in Korea, which led to an approximately 9% decrease in total smartphone sales domestically. Samsung's market share in the fourth quarter of last year was 60%, down 4 percentage points from 64% in the fourth quarter of the year before last.
Counterpoint Research analyzed the Korean market, stating, "Economic and political uncertainties are expected to continue to some extent in 2025, and aside from a certain level of replacement demand, there will be no new growth drivers."
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