TAIPEI (Taiwan News) — Taiwan’s smartphone market surged in September, backed overwhelmingly by the launch of Apple’s iPhone 17 series.
It captured a commanding 51.3% market share, according to multiple reports, including ETtoday. Total physical retail smartphone sales hit 481,000 units in September, representing 33% monthly growth, with revenue nearly doubling due to strong demand for flagship devices.
Apple’s latest iPhone 17 models, which debuted mid-September, sparked a significant upgrade wave, with the brand’s sales volume rising 2.5 times over August and revenue up 2.9 times. Initial sales for the iPhone 17 series topped 180,000 units in the first month, surpassing the iPhone 16’s comparable launch period by 13%.
Top-selling models included the iPhone 17 Pro (256GB), iPhone 17 (256GB), and iPhone 17 Pro Max (256GB). The Pro Max variant faced supply constraints that limited availability for about two to three weeks post-launch, according to carrier statements.
Samsung remained the second-largest brand with an 18.5% market share but faced pressure from Apple’s surge, seeing a 20% decline in sales of its Galaxy A56 model. However, Samsung’s Galaxy A17 performed well, nearly doubling its previous sales and maintaining a stronghold in the entry-level market.
Other competitors included Oppo at 9.3%, which struggled with a 10% sales decline but saw modest gains in specific models due to promotions. Vivo and Redmi held smaller shares.
Industry sources attributed Apple’s market dominance to the iPhone 17’s technological upgrades, including the A19 chip built on TSMC’s 3 nm process, enhanced on-device AI, improved cooling, and longer battery life. Telecom operators also supported the launch with promotional events and incentives.
