Huawei, China’s leading smartphone maker, surpassed Apple’s global smartphone sales for the first time in June and July, according to analysis by consulting firm Counterpoint Research. Huawei is now only behind Samsung in sales, and Counterpoint says that’s thanks to the company’s consistent investment in R&D and manufacturing, as well as aggressive and creative marketing (including this KFC phone), The Verge says.

Figures haven’t been released yet for August, though Counterpoint indicates sales for that month also look strong. However, it’s worth noting that with Apple’s new iPhone releases just around the corner, the iPhone maker is almost certain to get back on top in September, The Verge says.

Researchers at Counterpoint also point out that Huawei has a weak presence in the South Asian, Indian, and North American markets, which “limits Huawei’s potential to the near-to-mid-term to take a sustainable second place position behind Samsung.”

Huawei's strongest market is China, and it’s also popular in Europe, Latin America, and the Middle East.