With the introduction of the Apple iPhone series, companies identified that so-called smartphones are not really smart anymore. From 2002 to 2012, Nokia was the market leader. Their Symbian OS had its limitations but the company rejected to compete with Apple with similar technology or tie-up with booming android OS.
Below graphical analysis will show how the Mobile phone market share (world) varies from 2010 to 2020 and how Nokia lose the game over Apple and Samsung.
Samsung manufactures a whole range of mobile phones targeting various audiences while Apple is following the broad differentiation strategy.
Apple products are more expensive but there are Samsung products (Samsung Galaxy S series and Note series) developed to compete with the high-end customers while Samsung has introduced a low cost and medium cost mobile phone series for all types of buyers. (Samsung A series, M series, J series and etc.)
If we select the same data and filter it with a rich country and a medium-income country, the target audience gap can be easily seen.
Below visualization displays the mobile phone market share change from 2010 to 2020 in Australia.
Australians have more disposable income, therefore they are using Apple products.
The below visualization displays the mobile phone market share change from 2010 to 2020 in Sri Lanka.
In a Market like Sri Lanka, the Samsung is the market leader while Apple phones are having below 10% of market share.
One important fact can be noticed from all three visualizations. The Chinese budget mobile phone manufacturer, Xiaomi is boosting its market share with a shorter period of time in all three visualizations.
Innovation is the key and the customers can expect the unexpected with the current rivalry among the above four brands and also other upcoming brands.