Huawei have knocked Apple from second place in the mobile phone market having outsold Apple in  June, July, and likely in August according to Counterpoint’s Market Pulse.

Counterpoint’s Research Director Peter Richardson, notes, “This is a significant milestone for Huawei, the largest Chinese smartphone brand with a growing global presence.  It speaks volumes for this primarily network infrastructure vendor on how far it has grown in the consumer mobile handset space in the last three to four years.  The global scale Huawei has been able to achieve can be attributed to its consistent investment in R&D and manufacturing, coupled with aggressive marketing and sales channel expansion.”

Samsung remains at number one but is facing stiff competition from brands like Huawei, OPPO, Vivo and Xiaomi as the companies have gained access to key supply chain partners, which has allowed them to launch designs with bezel-free, full displays, Augmented Reality, in-house chipsets and advanced camera features, that have kept them toe-to-toe with rivals.

However because Huawei sells so many phones due to its large portfolio its flagship brand is slowly building brand loyalty in comparison to Apple.

While Apple services higher incomes, Huawei’s broad range of phones allows Huawei’s strategy to have a disruptive component, allowing non-consumers entry into the Huawei market at low prices.

It capitalises on consumers upgrading within its product base up towards its flagship brands.

While the New Apple iPhone is not far away, the leaked details of the iphone has caused some consumers to think of the new iphone as unexciting, or worse, just like everyone else.

While the yet-to-be-released Huawei Mate 10 already showing an near bezel free design is highly anticipated, with the Huawei P10 already popular in both Australia and New Zealand.

The Huawei P10 actually brought back a Huawei feature which allows the android phone an option of reo Maori making it popular amongst fluent and learning reo speakers, while the Mate series is a highly desired executive piece, envied for its design, weight and most of all battery life.

Huawei last year announced a major breakthrough in its research into Li-ion batteries, unveiling the world’s first long-lifespan graphene-assisted Li-ion battery able to withstand high temperatures.

These batteries ensure a high mileage for electric vehicles per charge in high temperatures. They can also guarantee the safe operation of drones, which often generate a significant amount of heat.

The batteries also allow users to recharge to 48% within 5mins.

Huawei will probably now focus on the US market, strengthening its India market which will be creating some real concern from its new top-of-the-list buddies Samsung and Apple.