The latest smartphone shipment numbers are in from bean counters IDC, and somewhat surprisingly they show that both Samsung and Apple's market share have slipped versus 12 months ago.
The overall trend remains extremely positive, with total shipments having grown by 81.7 in the past year, but the market's two leading players only contributed just over a third of that increase.
That compares to their combined 43.3% global market share overall, which itself is down from 48.8% for Q2 2012. Individually, Samsung's numbers have softened slightly, from 32.2% to 30.4%, while Apple has slid from 16.6% to 13.1%.
Of all the leading players, it's Apple whose numbers have shown the smallest increase over the year, with a rise from 26m to 31.2m representing “just” a 20% growth in shipments. Surely the perfect time to expand the iPhone range, you might say?
As for the best of the rest, LG, Lenovo and ZTE are they, with all three sitting on or just under the 5% mark. However, with the “Other” column contributing a total of 42.4% of all smartphone shipments (itself up more than 2% on last year), it shows just how broad the smartphone market actually is.
Lenovo in particular (up from 3.1% to 4.7%) seems to have benefited by the general switch in focus from Western markets to the likes of China and India when it comes to areas of real growth for the smartphone industry.
Expect to see more of the same going forward, and potentially further reshuffling of the leading smartphone players as they fight for a grip of these and other new frontiers.