Is Apple's bright light waning?
The latest figures from IDC suggest this might be the case, with Samsung overtaking Apple's top position in the New Zealand smartphone market with a share of 28.5 percent.
Huawei, in second place, holds 20 percent of New Zealand's Q3 smartphone market followed by Apple with close to 13 percent unit share.
Samsung's piece of the pie grew for a third consecutive quarter in the Australia and New Zealand (ANZ) overall mobile phone market, according to IDC's ANZ Quarterly Mobile Devices Tracker (2011 Q3).
The domestic phone market recorded a 55 percent QoQ growth, with the smartphone market now taking up 43 percent of the total market last quarter.
Samsung's climb to the top can be attributed to a strong push for its Galaxy SII (see review here), according to IDC market analyst Yee-Kuan Lau.
"Collective efforts to expand brand presence from all Android manufacturers at all price points will increase consumer choice and drive demand, which in turn will help Android grow to at least 40 percent market share over the next three years."
She said while Apple's iPhone shipments slowed down in preparation for its new iPhone 4S launch, Huawei continued to expand its local market presence and contributed to the growth in low-cost smartphones with its U8180 Ideos X1 model sold via Telecom.
"There is a gradual shift in demand by cost-conscious consumers to low-cost Android smartphones from feature phones across ANZ, as more low cost smartphones are becoming available in the market," said Lau.
"As we are inching closer to year end, 2011 is proving to be an intense OS battle particularly in Australia. IDC expects Android to win by a hair in the Australian smartphones tussle. In New Zealand, Android is expected to widen the gap and maintain the lead in the smartphones market."