The falling sales of Apple along with the emerging of the strong growth of Chinese Brands resulted in a drop‐off the worldwide market share of IPhone from the first quarter of 2015 which stood at 17.9% to the first quarter of 2016 standing at 14.8%. One of the parts of the challenge that is faced by Apple is the saturated smartphone market, the global sales of the smartphone’s growth continued by 3.9% to 349 million units.

During the same time, even Samsung, which is the market leader, also saw a fall in its share. Asper the numbers that was revealed by Garner, it showed the market share of Samsung falling to 23.2% from 24.1%. Chinese brands like Oppo and Huawei were said to be the big winners. There was a share climbof Huawei to 8.3% from 5.4 while Oppo saw a double climb to 4.6% from 2%. Xiaomi which is a clone maker of Apple stood at 4.3% which was almost static.

As per the statement that was said by Gartner‘s Research Director Anshul Gupta, he stated with the smartphone market slowing down, the growth saturation is what 9is being experienced by large vendors. The existing brand’s business models which are long standing are been disruptedby the emerging brands so that their shares are increased. Due to such changes in the dynamics of the smartphone market, the new top global brands seem to be the Chinese brands.

It has also been seen that investors are not sure as to which way they should go in order to place their bets. There has been a lot of emphasis that has been given by Apple pertaining to the potential for revenue from the services due to the fact that the market has more than billion devices of the company that is presently active.