Huawei is increasingly consolidating its position in the smartphone sector, overtaking Apple in smartphone sales around the world in June and July.
This is according to new figures from Counterpoint, which believes that the Chinese firm could score a hat-trick when August's sales figures come out.
Peter Richardson, research director at Counterpoint, has described this as a “significant milestone” for Huawei, as its global presence is growing.
“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,” he observed.
“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.”
However, it might be worth stressing that Apple could be lagging behind as many fans of the brand are holding off until the new iPhone 8 and iPhone X are on sale.
Indeed, Mr Richardson noted that since the annual iPhone refresh is “just around the corner”, this streak “could be temporary”.
Another interesting point to note is that while Huawei is the world's second largest brand overall, none of its models are in the top ten in the list of the best-selling devices.
Apple's iPhone 7 and 7 Plus led the way throughout the summer, while devices such as the OPPO R11 and A57 have helped OPPO establish itself as one of the fastest-growing brands.
Samsung's Galaxy S8 was another strong performer, along with the Xiaomi Redmi Note 4X and Samsung Galaxy S8+.
Pavel Naiya, a senior analyst at Counterpoint, observed: “While Huawei climbed to be the world’s second largest brand overall, it is surprising to see none of its models breaking into the top ten rankings.
“This is due to a multiple SKU portfolio that currently lacks a true hero device.”
While Mr Naiya pointed out that having a diverse portfolio lets the company fight on different fronts, he said it “does little to build overall brand recognition”.
This, he said, is badly needed if Huawei is to build on its recent successes and gain market share.
“While Huawei has trimmed its portfolio, it likely needs to further streamline its product range like Oppo and Xiaomi have done – putting more muscle behind fewer products,” he stated.
This comes just after Huawei was named the most reliable smartphone manufacturer by consumer group Which?
Just seven per cent of its phones developed some kind of fault during a three-year survey period, while the chances of a Huawei phone breaking completely within the first three years of ownership were rated at just two per cent.
This is the second year in succession that Huawei has topped the Which? rankings – another sign perhaps that it's demonstrating the consistency that's required to make waves in the smartphone industry.