If you’re Samsung right now, then you’re probably pretty pleased with yourself. There are only really two smartphone makers in contention for the title of Number One Smartphone Brand — in the Western world, anyway — and, typically Apple is the titleholder. But… but, Samsung’s managed to snatch the crown away from Apple.

That’s the word according to Strategy Analytics, which specialises in various tech markets around the world. But while that may be good news for Samsung right now, it’s probably only temporary.

Everything’s coming up Samsung

Which is a shame, if you’re working for the South Korean company and have a vested interest in sales numbers. According to the Korea Herald, Samsung’s performance in the American market — the largest in the world if you’re not counting China — overtook Apple. For the first time in three years, according to the market research firm that did all the legwork.

The company overtook Apple to the tune of 33.7% of the American market for the period of June to September 2020 — the first time Samsung’s beaten Apple to the finish line since 2017. Apple garners 30.2% of American smartphone sales, while LG trailed along in third place with 14.7%. Strong sales from Samsung’s budget and mid-range lineup, as well as Apple delaying the launch of the iPhone, have been credited.

The South Korean smartphone maker also managed to be the leading smartphone vendor globally for the quarter, with a 21.9% share of the global market. Huawei is in second with 14.1% and Xiaomi in third with 12.7%. Apple is in fourth place, with 11.9% of the global smartphone market in its grasp. But now that the iPhone 12 has launched, expect those placements to shift a little… radically.