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These were the top 5 smartphone brands in each region in 2020
June 03, 2025
2020 was a tough year forsmartphonecompanies, and the shipment figures prove it. But while some firms weathered the storm and in some cases saw exponential growth, others fell further down the pecking order.Counterpoint‘s new report further drills down into smartphone brands’ performance in 2020 across the various regions.
While Samsung, Apple, and HUAWEI led the global smartphone market share stakes, these three firms saw mixed fortunes in specific regions.
The top smartphone brands in each region
Per Counterpoint, North America was led byApple, withSamsungplaced second andLGcoming in third. Apple was so dominant in this region in 2020 that roughly one in every two smartphones sold was an iPhone.
Apple failed to chart in the MEA region. Although Samsung led this corner of the world, the likes of Tecno and Itel continued to hold a greater portion of the market (15% combined) than the likes ofXiaomi(6%).
Samsung dominated in LATAM and Europe, claiming 41% and 32% of the market share in these regions, respectively. Xiaomi’s massivegrowth in Europealso allowed it to overthrow HUAWEI.
Finally, Asia remains HUAWEI’s only stronghold, but its rivals are breathing down its neck. While the Chinese company holds onto 19% of the continent’s market share,Vivo(15%), Xiaomi (14%), OPPO (14%), and Samsung (11%) continue to gain.
Despite its 25% year-on-year shipments slump in 2020, the feature phone market continued to be led by Itel, with HMD and Tecno rounding out the top three.
For a visual representation of this data, check the infographic by Counterpoint below.
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