iPhone 14 Pro Long-term Review: Solid Performance, Great Cameras, Battery Life Make it Best Pro Yet

Apple’s iPhone 14 series, especially the Pro models, brings more than incremental changes compared to the iPhone 13 and iPhone 12 series. Apple has been widening the capabilities gap between the Pro and base models. For example, the iPhone 14 Pro and Pro Max feature the latest A16 Bionic SoC made on TSMC’s 4nm process, while the iPhone 14 and 14 Plus are powered by TSMC’s 5nm-based A15 Bionic SoC. The 14 Pro series also features an advanced camera system, Pro Motion display design with intuitive Dynamic Island, and more.

iPhone 14 Pro most successful iPhone model

Ever since Apple introduced the Pro and Pro Max models with its iPhone 11 series, the iPhone 14 Pro models have proved to be the most popular Pro series. According to Counterpoint’s Global Monthly Handset Model Sales Tracker, the iPhone 14 Pro model’s volumes and revenues in its first year of global release almost doubled compared to that of the iPhone 11 Pro model for the same period, driving record iPhone revenues for Apple. Further, the iPhone 14 Pro was consistently among the top three best-selling smartphone models globally for every quarter since its launch. This helped Apple dominate the premium market, with the iPhone 14 Pro alone contributing 13% volume for the above-mentioned period. The top three markets contributing to the iPhone 14 Pro’s growth were the US, China, and UK.


There are a few other reasons contributing to the 14 Pro’s success, including the primary camera getting the much-needed bump to 48MP resolution, and the five-core GPU. Apple also improved its ProMotion display by adding an always-on display feature and refresh rate that can go from 1Hz to 120Hz. Lastly, the Pro models also come with a pill-shaped floating notch that Apple calls Dynamic Island, a good differentiator from the iPhone 14 model.

Key differentiators for iPhone 14 Pro

Dynamic island: A notch above

Ahead of the iPhone 14 launch, there were rumors of Apple going with a new pill-shaped floating notch design. But Apple surprised everyone by adding a cool software trick and making it very meaningful for its power users and developers. Calling it Dynamic Island, Apple has made this new take on the infamous notch a little more fun, interactive and useful. It is nearly a year since we have been using the iPhone 14 Pro, and the Dynamic Island seems like a good differentiator.

counterpoint iphone 14 pro review dynamic island

It comprises two parts – a physical island that houses the camera and sensors, and a virtual island on the display. As the iPhone features an OLED display, all the pixels go completely black, making the cutout and virtual island blend well to appear like one large cutout capsule. This approach is quite innovative and changes completely the conversation around the notch.

counterpoint iPhone 14 Pro Dynamic Island Use Cases

When you get important alerts, Dynamic Island adapts and expands in real time to show these notifications on the status bar. You can also tap and interact with the notification content of this expanded capsule. Dynamic Island is also a good multi-tasking option for supported apps, giving you quick access to apps, rather than swiping up and holding to scroll through the background apps.

counterpoint iPhone 14 Pro live activities

Dynamic Island initially launched with first-party and a few ecosystem apps, showing notifications for apps like Timer, Maps, AirDrop and Apple Music and even for charging, wireless charging, hotspots and others such as YouTube. Apple made the API available to the developers and apps like Spotify and Uber take good advantage of the notch, making it more functional. There is also Live Activities feature for background notifications, which is quite helpful too.

Cameras: High-resolution sensor with better OIS, improved night mode and more

Apple has offered the biggest camera upgrade with the iPhone 14 Pro and Pro Max. Both the Pro models come with a brand-new, high-resolution 48MP camera sensor, which is 68% larger than the 12MP one on the iPhone 13 Pro. Featuring a 1/1.28-inch sensor, 2.44um pixel size and f/1.78 aperture, the camera outputs 12MP photos by default, thanks to 4-in-1 pixel binning tech.

counterpoint apple iphone 14 pro camera modules

Apple has also added a new feature called Photonic Engine, which is basically a computational photography model that improves the dynamic range and low-light camera performance by incorporating Apple’s Deep Fusion tech.

Over the past year, we have used the iPhone 14 Pro as a primary phone and camera for capturing photos and videos in multiple settings. Under most scenarios, the primary camera does a great job of capturing photos, which are brighter, richer in details and punchier in colors, a great upgrade from previous generation iPhones. The new camera featuring a larger sensor does a great job in low-light conditions, such as inside dim-lit cafes or restaurants. The following photos provide some evidence of its performance.

iPhone 14 Pro Camera Sample Low Light

iPhone 14 Pro Camera Sample Evening

Apple iPhone 14 Pro Seattle Low-Light Wheel

Apple iPhone 14 Pro Seattle Low-Light Space Needle

Apple iPhone 14 Pro Low Light 3

However, the algorithm needs to be improved and localized with respect to the varied human skin tones across different geographies. The HDR goes a little aggressive adding a slightly darker skin tone, especially in backlit scenarios. But otherwise, the 12MP front camera does a good job, especially when on video calls.

Apple iPhone 14 Pro Selfie Skin Tone

For users who like to play around with RAW capture and edit it in post-processing, there is support for Apple ProRAW mode. The best part here is that you can capture RAW photos in both 12MP and 48MP resolutions. Below are a couple of photos shot in RAW and edited in Adobe Lightroom. But you can also edit the photos in other apps such as Snapseed.

The primary camera also comes with second-generation sensor-shift OIS technology. It helps in capturing blur-free photos, but most importantly it helps in capturing smooth, jerk-free videos, even at 4K 60fps and without needing a gimbal. 8K video recording is missing, and we hope the iPhone 15 series will bring this feature which has been available on the Android flagships for a few years now.

WATCH: Apple iPhone 14 Pro Video Camera Samples

The Action Mode works well in capturing stable footage with less camera shake, even when you are running behind a subject. The only catch here is that you can capture up to a maximum resolution of 2.8K, which is not bad either. The Cinematic Mode has also improved with its edge detection, and the best part about this mode is that it lets you change focus from frame to frame right on your smartphone. Apple has also added 4K video capture in Cinematic Mode, which is a good improvement. All of these features leverage the new A16 Bionic’s AI capabilities.

There are two more cameras – a 12MP sensor with an ultrawide lens of 13mm (120-degree field-of-view), and a 12MP sensor with a 77mm telephoto lens and OIS offering up to 3X optical zoom. All three cameras are consistent with their color science, which shows how Apple has worked on optimizing the algorithms barring skin tones. The following shots confirm the color consistency across the sensor and focal lengths.


Apple iPhone 14 Pro Ultrawide


Apple iPhone 14 Pro UltraWide Seattle


Apple iPhone 14 Pro Wide Seattle


Apple iPhone 14 Pro 3x Seattle

The ultrawide camera also doubles as a macro camera, allowing you to capture close-up shots from a distance as close as 2cm. Below are a couple of close-up photos.

iPhone 14 Pro Camera Sample Macro

Apple iPhone 14 Pro Macro

Lastly, the iPhone 14 Pro also comes with a ToF 3D LiDAR scanner for depth information, and it is probably the most underrated sensor on the iPhone. It may not have the everyday use case when clicking photos and videos but comes in very handy in Augmented Reality use cases, like using the camera as a measuring tape, which is in-built, or other third-party ARKit-based phygital interactive apps for design or learning.


Snappy performance with powerful A16 Bionic SoC

The A16 Bionic SoC made on a 4nm TSMC process is one of the big under-the-hood upgrades in the iPhone 14 Pro series. The new SoC focuses on enhancing power efficiency, display and camera. With nearly 16 billion transistors, there is a new 6-core CPU, featuring two performance cores and four high-efficiency cores. The new 16-core Neural Engine is capable of 17 TOPS, enabling advanced computational photography experiences.

counterpoint iPhone 14 pro gaming review

The SoC also comes with a 5-core GPU with 50% more memory bandwidth. Whether running multiple apps in the background or playing graphics-intensive games, the A16 Bionic handles it all without breaking a sweat. However, there are times when the back of the smartphone gets a bit warmer when pushed to the limits.

Display enhancements such as dynamic refresh rate & AoD

There are other core experiences that the chipset unlocks. For instance, there is a new Display Engine that enables always-on display capabilities for the custom-built OLED screen, and a refresh rate as low as 1Hz when idle or when there is static content on the screen. This helps in reducing power consumption and offers a slightly better battery life even when the always-on display is kept on. However, if you turn on the wallpaper option in the “always-on” display (AoD) setting, the battery drain is faster. So, ensure that you keep it off, while notifications can be left on.

The 6.1-inch SuperRetina XDR OLED display also supports a maximum refresh rate of 120Hz, offering smooth playback of videos and a good gaming experience. The screen outputs a wider color gamut, supports HDR10 and Dolby Vision, and can attain peak brightness of up to 2,000 nits outdoors. We were not able to test the peak but never faced any legibility issues during the usage.

In terms of battery life, the iPhone 14 Pro lasts for a day, and even some more, depending on your usage. There is a 3,200mAh battery unit with support for fast charging and wireless charging – both using MagSafe (faster at 15W) and Qi (7.5W). While Apple sells a 20W charging adapter, you can also use third-party USB Type-C-based adapters with the bundled Type-C-to-Lightning cable to charge your iPhone.

It takes about 90 minutes to fully charge the iPhone 14 Pro. With a mixed usage of calls, browsing the social media timeline, listening to music, and clicking some photos and videos, we get a good six hours or slightly more of screen time. One thing to add here is that Battery Health has not held up well – it is already at 91% of its maximum capacity after 12 months of use. However, the good thing is that it hasn’t really affected the battery life in a major way. Faster charging is something that is on top of our wishlist and where Apple is falling behind.

Other useful additions: Crash detection, emergency SOS and more

There are other key features that the iPhone 14 series brings, such as crash detection, which uses a mix of high g-force accelerometer, gyroscope, and machine learning algorithms to detect when a user is subjected to a severe crash. It then automatically contacts emergency services. There is also an Emergency SOS via satellite feature that lets you send emergency messages and get help when a cellular or Wi-Fi network is unavailable. This feature can come in handy for users who go on treks and hikes where there is limited to no network connectivity. However, this feature is region-specific and not available across the globe.

Lastly, all iPhone 14 models support 5G connectivity. However, there is one major change in the US – there is no physical SIM card and these are eSIM-only iPhones. There may still be time before we see eSIM-only iPhones across all markets. eSIM and integrating iSIM in the future will allow Apple to save some board space to make way for more thinner form factor.

Wrapping up

The iPhone 14 Pro comes with a great build quality, beautiful display, great set of cameras and many other features that make it Apple’s best Pro yet. iOS updates have consistently improved the experience, right from software features to camera performance and optimized battery life. Even the Dynamic Island functionality has improved as more apps now support it. The Live Activities feature is quite helpful in offering important background notifications, from the live status of a cab you booked to food you ordered, and even smaller things like the status of a story upload on apps like Instagram.

There are areas where we hope to see some improvements with the new iPhone 15 series. Support for faster charging speeds will be a good addition. In the camera department, we often notice that the AI and HDR go a little aggressive on different skin tones. Maybe an option to turn off HDR could have been better. 8K video recording is another feature we would love to see in the iPhone 15 series as 4K 60fps is becoming a de-facto feature that would also warrant a base storage of 512GB and going up to 2TB for all the Pro models.

Apple’s Smartphone Revenue and Operating Profit Hit June-Quarter Records in Q2 2023

  • Apple led global smartphone revenues and operating profit with record June-quarter shares of 45% and 85% respectively.
  • Global smartphone revenues declined by 8% YoY and 15% QoQ to well under $90 billion in Q2 2023.
  • In the same period, global smartphone operating profit fell to below $13 billion, declining by 3% YoY and 27% QoQ.
  • Apple was the single-largest contributor to profitability, with an 85% share, up from 84% last quarter and 81% in the same quarter last year.

London, New Delhi, Hong Kong, Seoul, Beijing, Denver, Buenos Aires – Aug 4, 2023

Global smartphone market revenues declined by 8% YoY and 15% QoQ to significantly under $90 billion in Q2 2023, the lowest Q2 figure since 2020 during the height of the global pandemic-related lockdowns. The corresponding operating profit declines were 3% and 27% according to research from Counterpoint’s Market Monitor Service.

Commenting on Apple’s performance, Research Director Jeff Fieldhack noted, “Apple’s shipments declined by 3% YoY while the smartphone market declined by 9% in the same period. At the same time, its ASP increased thanks to a growing contribution of the Pro series, declining contribution of the SE series and the replacement of the Mini in iPhone 13 with a Plus in iPhone 14. As a result, while Apple’s iPhone revenue declined by 2% annually, its revenue share grew, reaching a second-quarter record of 45%. This is up by almost 3% since the same quarter of last year. Its share of global operating profits also grew by 4% since Q2 2022, reaching 85%, another second quarter record for Apple.”

Apple Smartphone Revenues and Operating Profit Q2 2023

The revenue decline in the overall market was caused by a shipment decline of 9% YoY combined with an ASP growth of only 1% in the same period.

Commenting on overall market dynamics, Research Director Tarun Pathak said, “The low ASP growth is mainly due to seasonality as, for instance, the second quarter is equidistant from peak iPhone demand and new iPhone launch, and sees neither of Samsung’s ultra-premium S or Z-series launches. The annual revenue decline also translated into operating profit losses for the overall market. The sequential operating profit decline suffered additionally from a changing shipment-mix, especially as the shipment share of Apple, the single-biggest contributor to total operating profit, went down by almost 4% QoQ.”

Despite ASP growth stagnating in the quarter, the premiumisation trend is likely to continue as emerging markets drive the next chapter of its growth and mid-tier brands target the premium segment and premium brands aim to sell more of their highest-priced models. Consequently, both global smartphone revenues and operating profits will see a recovery starting in H2 2023. This will support the smartphone market in the period when it struggles with lower shipments.

Feel free to reach us at for questions regarding our latest research and insights.

You can also visit our Data Section (updated quarterly) to view the smartphone market share for WorldUSChina and India.


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts:

Harmeet Singh Walia


Tarun Pathak


Jeff Fieldhack


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Podcast #67: Interoperability and Testing Essential to eSIM Ecosystem’s Success

2022 was a landmark year for the eSIM ecosystem. eSIM adoption has accelerated around the world and is now rapidly moving towards becoming the preferred mode of connectivity. Consumer interest in eSIM is at an all-time high, profile downloads have increased exponentially and newer players are entering the market – all signs of an ecosystem on the rise.

Most premium smartphones now come with an embedded SIM (eSIM) as it is more advantageous than a physical SIM for OEMs, operators and consumers. We’ve already seen an eSIM-only iPhone 14 in September last year. It is possible that in the coming years, most premium smartphones may not have a physical SIM at all. But it is not just smartphones, even companion devices like tablets, smartwatches and other IoT devices are now adopting eSIM. However, because eSIMs are not removable like physical SIMs, testing for profile suitability and interoperability becomes extremely important.

But how does eSIM testing work? What is the process? Which companies help in such testing? We discuss all that and more in our podcast with Comprion, which is a German company that specializes in eSIM testing.

In the latest episode of “The Counterpoint Podcast,” host Ankit Malhotra is joined by Marcus Dormanns, Director of Product Management and Business Development at Comprion. The discussion touches on several topics including the technical process of testing an eSIM, interoperability with different network providers, the time taken for testing, and more.

Click to listen to the podcast

You can read the podcast transcript here.

Podcast Chapter Markers:

0:52 – Marcus Dormanns introduces Comprion.

2:25 – Dormanns talks about Comprion’s history in eSIM testing.

3:18 – Dormanns explains the technical details of eSIM testing.

5:19 – We deep dive to understand how eSIM testing is different from testing a physical SIM.

6:29 – Dormanns explains why the process of eSIM testing is not talked about much in public.

7:54 – How interoperability of eSIM is tested with different carriers.

09:55 – How correct 4G and 5G profiles are loaded in eSIM?

11:36 – Dormanns sheds more light on Comprion’s partnership with TCA for interoperability service.

13:52 – How long does it take for an operator to complete the eSIM testing process?

15:29 – Dormanns talks about the big trends developing in the eSIM space.

17:51 – As networks are becoming more complex, does it impact eSIM profiles and testing?

18:38 – What is the role of regulatory bodies in eSIM testing?

Also available for listening/download on:


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Global Smartphone Market Declines 14% YoY in Q1 2023; Apple Records Highest-Ever Q1 Share

  • The global smartphone market declined by 14% YoY and 7% QoQ to record 280.2 million unit shipments in Q1 2023.
  • Samsung replaced Apple as the top smartphone player in Q1 2023, driven by its mid-tier A Series and the recently launched S23 series.
  • Apple’s YoY shipment decline was the least among the top five brands. Consequently, it recorded its highest-ever Q1 share of 21%.
  • Global smartphone revenues declined by 7% YoY to around $104 billion. Apple, Samsung, Xiaomi increased their Average Selling Prices YoY.

London, New Delhi, Hong Kong, Seoul, Beijing, Denver, Buenos Aires – May 5, 2023

The global smartphone market faced further contraction in the post-holiday-season quarter with shipments declining by 14% YoY and 7% QoQ to 280.2 million units in Q1 2023, according to the latest research from Counterpoint’s Market Monitor service.

Quarterly global smartphone market
Source: Counterpoint Research Market Monitor Preliminary Data, Q1 2023
Note: OPPO Includes OnePlus

Commenting on overall market dynamics, Senior Analyst Harmeet Singh Walia said, “Smartphone shipments declined further in Q1 2023 following the weakest holiday-season quarter since 2013, as the slower-than-expected recovery in China was marred by alarming bank failures on both sides of the Atlantic further weakening consumer confidence in the face of unrelenting market volatility. The smartphone market was also hit by some major brands supplying fewer new devices to a market struggling with high inventories at a time when consumers are choosing to renew less often, but with more durable smartphones when they do buy.”

Consequently, global smartphone revenue and operating profit also declined, although not as much as shipments. This was due, in part, to the lower-than-usual decline in Apple’s shipments, to 58 million units in Q1 2023. Apple thereby managed to capture nearly half of all smartphone revenues. While Samsung’s shipments declined 19% YoY despite growing by 4% QoQ to 60.6 million units, the launch of the Galaxy S23 series enabled Samsung’s ASP to increase to $340, up 17% YoY and 35% QoQ, which in turn contributed to global revenues falling relatively less. Apple and Samsung also remain the most profitable brands, together capturing 96% of global smartphone operating profits.

Major handset vendor's shipment
Source: Counterpoint Research Market Monitor Preliminary Data, Q1 2023
Note: OPPO Includes OnePlus

Commenting on Apple’s performance, Research Director Jeff Fieldhack said, “Apple outperformed the market due to several factors. Firstly, the stickiness of its ecosystem prevents its customers from choosing a cheaper smartphone even in times of economic difficulty. Secondly, with sustainability becoming a priority for many, not only has Apple captured nearly half of the secondary market, it is also attracting users who are willing to spend more for longer-lasting devices. Thirdly, it is the preferred brand for Gen Z consumers in the West and is thereby positioning itself for sustained success. At the same time, it has been filling the void left by Huawei in China’s premium market. So, Apple is able to weather economic and other fluctuations better than its rivals while enjoying unflinching loyalty. This also meant Apple was able to meet the demand for the iPhone 14 series which spilt over Q4 2022, when it had problems at its Zhengzhou factory, rather than that share dissipating or transferring to rivals.”


Besides Samsung and Apple, the biggest global smartphone brands from China, Xiaomi, OPPO* and vivo, will have to wait longer for their shipments to rebound as each of them experienced double-digit annual declines in Q1 2023. This was due to a seasonal slowdown in China at a time when the country’s economic recovery is taking longer than expected. OPPO* has recently been facing challenges in overseas markets too. It has had to exit the German market after losing a patent lawsuit with Nokia. At the same time, the three brands’ revenues and profitability have struggled too. While OPPO* and vivo saw both annual shipment and ASP declines, leading to double-digit revenue declines, Xiaomi’s slight annual ASP growth could also not prevent a double-digit revenue decline in Q1 2023.

The smartphone market as a whole, too, is likely to struggle for the next couple of quarters. Commenting on the near-term outlook, Research Director Tarun Pathak said, “The persistent issues affecting the smartphone market are unlikely to abate anytime soon. Moreover, the recent decision by OPEC countries to cut oil production may lead to higher inflation rates, causing a reduction in consumers’ spending power. As a result, even if the decline in smartphone shipments stabilises, a significant recovery is unlikely before the year-end holiday quarter.”

*OPPO includes OnePlus

You can also visit our Data Section (updated quarterly) to view the smartphone market share for WorldUSChina and India.


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

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Feel free to reach us at for questions regarding our latest research and insights.


Analyst Contacts

Harmeet Singh Walia

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Tarun Pathak

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Prachir Singh

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2022 Global Smartphone Shipments Lowest Since 2013; Apple Regained No. 1 Rank with Highest-Ever Operating Profit Share of 85%

  • The global smartphone market declined by 18% YoY to reach 304 million units in Q4 2022.
  • Apple replaced Samsung as the top smartphone player in Q4 2022, driven by the recent launch of the iPhone 14 series.
  • The 2022 global shipments declined by 12% to 1.2 billion units, the lowest since 2013.
  • Global smartphone revenue declined by 9% to $409 billion, the lowest since 2017.
  • Apple achieved its highest-ever global smartphone shipment, revenue and operating profit share in 2022.

London, New Delhi, Hong Kong, Seoul, Beijing, Denver, Buenos Aires – February 3, 2023

The global smartphone market remained under pressure in Q4 2022 with shipments declining by 18% YoY to the lowest level for a holiday quarter since 2013, even as they grew by 1% QoQ to 303.9 million units, according to the latest research from Counterpoint’s Market Monitor service. Shipments for the full year 2022 also declined to 1.2 billion units, the lowest since 2013.

Commenting on overall market dynamics, Senior Analyst Harmeet Singh Walia said, “The war in Ukraine, inflationary pressures, economic uncertainty and macroeconomic headwinds kept the consumer sentiment weak in 2022 while smartphone users reduced the frequency of their purchases. The smartphone market remained under pressure in the fourth quarter of 2022 as the cost-of-living crisis, shortage in the labor market and a decline in consumers’ purchasing power resulted in double-digit declines in the shipments of each of the top five smartphone players.”

Consequently, global smartphone revenue and operating profit also saw a decline, although to a lesser degree than in shipments. An increased mix of premium phone offerings by major OEMs drove up the overall average selling price (ASP) by 5% YoY in 2022. The 9% decline in revenue, while lower than in shipments, resulted in annual smartphone revenues amounting to $409 billion, the lowest since 2017. A larger decline was prevented by a 1% growth in Apple, the only top five smartphone OEM to do so.

Commenting on Apple’s performance, Research Director Jeff Fieldhack said, “having proficiently managed its production problems, Apple was able to weather a year already marred by economic and geopolitical turmoil better than other major smartphone players. Its iPhone Pro series continued performing well and its share of iPhone shipments could have been even higher if not for the production issues caused by the COVID-19 breakout at the Zhengzhou factory, which produces the vast majority of Pro series volumes. As a result, some Pro series volumes got pushed to January.”

Consequently, its shipment, revenue and operating profit declined YoY in Q4 2022. However, it outperformed a struggling smartphone market in terms of shipment, revenue and operating profit growth, in turn achieving its highest-ever shares of 18%, 48% and 85% in these metrics respectively, in 2022.

Apple also benefited from the premium segment, its primary constituency, being less severely affected by the economic and geopolitical uncertainties that marred the year. Moreover, mature smartphone users are now choosing premium devices that last longer.

Elaborating on the ‘premiumization’ trend, Research Director Tarun Pathak said, “premiumization can also be seen within the Android ecosystem and is being led by Samsung with its foldable smartphones. As a result, Samsung was the only top five OEM besides Apple to see a 1% growth in revenue, even though its shipments declined by 5% in 2022 and operating profit declined by 1%. The performance of its flagship smartphones was stronger than market projections. Nevertheless, with a smaller profit decline than the overall smartphone market, its operating profit share increased slightly to 12% in 2022.”

Chinese smartphone players suffered from domestic lockdowns for much of the year in addition to facing global economic and geopolitical difficulties. As a result, the shipments of Xiaomi, OPPO* and vivo fell by more than 20% each. Despite offering premium phones at aggressive margins, Chinese brands are yet to make headway in the premium market and have not been able to capitalize completely on Huawei’s decline. Unsurprisingly, then, their revenue as well as operating profit saw double-digit declines.

We expect the market to remain under pressure until the end of the first half of 2023 and to start recovering thereafter.


*OPPO includes OnePlus from Q3 2021


You can also visit our Data Section (updated quarterly) to view the smartphone market share for WorldUSChina and India.

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Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.


Feel free to reach us at for questions regarding our latest research and insights.


Analyst Contacts

Harmeet Singh Walia

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Tarun Pathak

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Jan Stryjak

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Follow Counterpoint Research
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Apple’s new iPhone 14 & Watch focus on pro features, improved connectivity & safety

The iPhone 14 series is official and there’s a lot to talk about the new smartphones that Apple announced at its “Far Out” event. But wait, Apple also announced the next-gen AirPods Pro TWS earbuds, and three Apple Watch models, including a rugged “Ultra” model for explorers, adventure enthusiasts, and ultra-athletes. Below is our quick analysis of everything Apple announced.

Apple iPhone 14, iPhone 14 Plus: New wine in an old bottle, but with a better taste

Let’s start with the new iPhones. This time, Apple has skipped the mini model and now offers a regular iPhone 14 with a 6.1-inch screen, and the iPhone 14 Plus with a 6.7-inch screen. The new iPhones retain the same design as the iPhone 13, and both have the same Super Retina XDR OLED panels with up to 1200 nits of peak brightness.

The iPhone 14 starts at $799 for the base 128GB storage model, the same as the iPhone 13, but comes with new and improved capabilities. The iPhone 14 Plus, on the other hand, starts at $899, which is $100 less than the Pro model but offers the big screen experience. Users can also choose between 256GB or 512GB storage options by paying a bit more. Apple is also offering upgrade offers to consumers where users can get up to $800 off when trading-in a qualifying iPhone – offers will vary by geo and maybe be bettered by some carriers. The iPhone 14 will go on sale starting September 16, whereas the iPhone 14 Plus will go on sale starting October 7.

One major change this time around for the new iPhone 14 and Plus models is that they are not powered by the latest SoC. Instead, Apple has equipped these smartphones with the same powerful A15 Bionic SoC that powers last year’s iPhone 13 line-up.

Source – Apple

There are other iterative improvements coming to the new models:

  • New 12MP main camera with a wider f/1.5 aperture for improved low-light performance together with a new Photonic Engine that uses software, hardware, and machine learning.
  • Users can now record 4K HDR videos up to 30fps in Cinematic Mode, and there is a new Action Mode as well which uses the entire sensor to record video and crops it to stabilize the video, like a gimbal or GoPro would do.
  • The front camera is also improved now with a wider f/1.9 aperture to improve the low-light performance, and also comes with an auto focus feature to help you capture sharp, blur-free photos and videos.
  • The iPhone 14 models support 5G network connectivity, but one major change in the US is that there is no physical SIM card, instead, these are eSIM-only iPhones.
  • Apple has also added an Emergency SOS via Satellite safety feature that lets you send emergency messages to get help when a cellular or Wi-Fi network is unavailable.
  • Another safety feature, crash detection, is a great addition that uses a high g-force accelerometer, gyroscope, and machine learning algorithms to detect a severe car crash and automatically contact emergency services.
Source – Apple

Apple iPhone 14 Pro, iPhone 14 Pro Max: Redefining Ultra-Premium with “Pro” Features

Apple is finally offering “Pro” grade features on the iPhone 14 Pro models, differentiating them from the regular iPhone 14 & Plus models. These include the latest A16 Bionic SoC built on the cutting edge TSMC 4nm process node, a new 48MP high-resolution camera, a pill-shaped notch cutout with dynamic functionality, and much more.

The iPhone 14 Pro starts at $999 for the base model with 128GB storage, whereas the iPhone 14 Pro Max starts at $1,099 for the base model. Users can configure the storage up to 1TB. With carrier offers, consumers can also get up to $1,000 off when trading in an old iPhone, again, these offers may vary by geo. The new iPhone 14 Pro models will go on sale starting September 16.

Source – Apple

A16 Bionic: Key Specifications and Features

Under the hood is a new 4nm A16 Bionic SoC which focuses on enhancing three core experiences – power efficiency, display, and camera. It has nearly 16 billion transistors, the most ever on an iPhone. The SoC features a new 6-core CPU, featuring two performance cores using 20% lower power compared to the A15 Bionic, and four high-efficiency cores consuming 33% less power than the competition. Apple says that the new CPU is also up to 40% faster than the competition.

There is also a new 16-core Neural Engine that is capable of 17 TOPS powering the new iPhone’s advanced computational photography. The CPU, GPU, Neural Engine, and camera ISP perform together offering 4 TOPS to unlock new Pro Camera features on the iPhones.

Lastly, the 5-core GPU has 50% more memory bandwidth for playing graphics-intensive games. The A16 Bionic also comes with a new Display Engine that enables the 1Hz refresh rate powering new always-on display capabilities on the iPhone 14 Pro models and peak display brightness.

Dynamic Island: in-display notch, but a more functional implementation

Apple spoke at length about the pill-shaped display cutout notch, which it is calling “Dynamic Island”. We have seen Android OEMs try out different types of notches but the one on iPhone 14 Pro seems to be the cleverest implementation. Apple shrunk the selfie camera and Face ID True Depth sensor by 30%, making room for more display space.

counterpoint iphone 14 pro dynamic island
Source – Apple

So how does it work? As the name suggests, the notifications from the active apps extend and shrink, with dynamic effects and nice animation. So, whether you have a timer or music playing, these will show up in an extended form next to the camera cutout. You can then tap, or tap and hold, on the icon to expand or open that app to take action, like Play/Pause music, and more. Currently, Dynamic Island is supported by stock apps, but Apple said that it will be working with developers to bring third-party app support too.

Source – Apple

Key features of the new iPhone 14 Pros:

  • The iPhone 14 Pro & Pro Max feature 6.1-inch & 6.7-inch Super Retina XDR OLED panels with 120Hz LTPO adaptive refresh rate that can go as low as 1Hz, enabling a new Always-On display feature.
  • The display has a typical brightness of 1000 nits, 1600 nits peak HDR brightness and up to 2000 nits in outdoor conditions.
  • New 48MP camera sensor with 4-in-1 pixel binning outputting 12MP photos by default, and full res 48MP photos in Apple ProRAW mode.
  • The new camera sensor is 68% larger than the iPhone 13 Pro, with an f/1.78 aperture, 24mm focal length, 2.44um pixel size, and second-generation sensor-shift OIS technology.
  • Combined with the new Photonic Engine, the main camera on iPhone 14 Pro can capture 2x better low-light performance.
  • Similar to the iPhone 14, the Pro models also come with Emergency SOS via Satellite and Crash Detection feature.
counterpoint iphone 14 pro features
Source – Apple

New Apple Watch models: Health, fitness & safety at the core

Apple announced three new line-ups of its smartwatches – the Apple Watch Series 8, Apple Watch SE, and a premium Apple Watch Ultra. The Series 8 & SE models will be available in GPS & Cellular variants, whereas the Ultra model will come with cellular connectivity as standard.

In terms of pricing, the Apple Watch Series 8 starts at $399 for GPS variant and $499 for the cellular variant. The Apple Watch SE starts at $249 for GPS variant, whereas the cellular variant is priced at $299. The most expensive, Apple Watch Ultra will start at $799.

Apple started with some brilliant storytelling on how Apple Watch technology has become key in making a huge difference in our lives, and how the health features have saved lives. The biggest addition to the new Apple Watch Series 8 is a new edge-to-edge display and a new temperature sensor for women’s health – featuring advanced cycle and ovulation tracking. This is a big achievement for Apple. All this data is end-to-end encrypted on the device and accessible via passcode, Touch ID, or Face ID. Users also get granular control over the data they share.

There is also a new G-Force accelerometer, together with GPS, mic, and gyroscope, bringing crash detection features to the smartwatch. When a crash is detected, the Apple Watch will immediately notify your emergency contacts, and can also make emergency SOS calls. But that’s not all, there is a new Low Power Mode that retains many core features like activity tracking and fall detection while disabling other features like always-on display and auto workout to extend the battery life, offering a total of up to 36 hours. This feature will also be rolled out to Apple Watch Series 4 and upwards with Watch OS9.

counterpoint apple watch series 8 features
Source – Apple

Moving on to the second-gen Apple Watch SE, it offers all the core benefits of the Apple Watch to the users at a much lower price. These include workouts and activity tracking, water resistance, high/low heart rate notifications, fall detection among other core features.

The new addition is the same motion sensors as the Watch Series 8 to support crash detection. Apple says that the display on the second-gen Watch SE is 30% larger than the Series 3, and comes with the same SoC as the Series 8, making it 20% faster than the first-gen Watch SE.

counterpoint apple watch se kids
Source – Apple

With Family Setup, users can pair the Apple Watch SE for their kids who don’t have their own iPhones yet. Features like calling and messaging contacts, sharing the location and connecting to emergency services are enabled on the watch with Family Setup.

counterpoint apple watch se features
Source – Apple

Apple Watch Ultra: Rugged smartwatch for extreme users

One common feedback from the “power users” like marathon runners, and those into adventure and exploration was that the Apple Watch’s battery life is insufficient compared to dedicated athletic watches from competitors. Clearly, the new Watch Ultra aims to cater to these power users and compete with the likes of Garmin and Suunto. It’s built to use in extreme environments – from freezing cold mountains to the extreme desert heat.

counterpoint apple watch ultra overview
Source – Apple

From the design to the build, Apple has completely reworked and reengineered this one. The Watch Ultra comes with an Aerospace Grade Titanium case which improves durability and corrosion resistance. The display is covered by Sapphire Crystal glass making it more resilient from edge impacts that can occur in extreme conditions.

counterpoint apple watch ultra crown
Source – Apple

The display is the biggest and brightest on any Apple Watch to date, making it easier to read in the harshest sunlight. And there is a new Night Mode where UI turns RED for better visibility in the dark and to preserve night vision. Apple has also added an extra action button that is customizable giving users quick access to key functions. There are dual speakers and extra mics for a loud, increased volume in outdoor conditions.

counterpoint apple watch ultra night mode
Source – Apple

Apple is promising up to 36 hours of battery life and up to 60 hours in low power mode. Better than Apple Watch, but still limited compared to some competing watches. There is a new watch face to go along with the Ultra model with critical information such as compass and dial, and details of mountains, ocean, or a trail. The watch also comes with a new, thinnest band which Apple says is convenient for making quick adjustments.

counterpoint apple watch ultra diving
Source – Apple

The Watch Ultra is also Water Resistant up to 100 meters, meaning you can use it as a dive watch.

counterpoint apple watch ultra features
Source – Apple

Apple AirPods Pro: Iterative Update with Better Audio & Long Battery Life

Apple AirPods Pro is one of the most popular TWS earbuds across the globe, and the second-gen AirPods Pro is built on the same foundation to bring in key improvements. It comes with the new H2 chip bringing key upgrades to battery life, performance, and ANC. Priced at $249, the new TWS earbuds will be available starting September 23.

counterpoint apple airpods pro 2 chipset
Source – Apple

Apple mentioned that the H2 chip unlocks high bandwidth connectivity but did not go into much detail on whether or not it supports Lossless Audio. Using iOS 16 and TruDepth camera on the iPhone to create a personal Spatial Audio profile to match your needs based on the size and shape of your ears.

The AirPods Pro offers 2X better noise cancellation, as per Apple. There is also Adaptive Transparencymode which can dynamically reduce noise, like the ones of construction equipment. One big addition is a new capacitive touch control on the Force Sensor to adjust the volume by swiping up or down.

Apple has also improved the battery life and it can offer up to six hours of listening time on a single charge, a 33% improvement over the first gen AirPods Pro. With the charging case, you can get up to 30 hours of total listening time. That’s not all, Apple has also added a small speaker in the case that buzzes, and lets you find it using the Find My app. The speaker can also buzz to indicate charging sounds and a low battery.

counterpoint apple airpods pro 2 features
Source – Apple

Key Takeaways:

  • The iPhone 14 and iPhone 14 Plus bring new experiences with improved cameras and safety features.
  • The iPhone 14 Pro models unlock new experiences with the latest chipset A16 Bionic, Dynamic Island notch, and a 48MP camera sensor.
  • In the US, Apple is going with eSIM-only iPhones, whereas the rest of the world continues to get a physical SIM + eSIM setup.
  • Apple has also introduced Emergency SOS via satellite on new iPhones.
  • The Apple Watch Series 8 with a new temperature sensor focuses on women’s health and safety features like crash detection.
  • The Watch SE brings new upgrades such as a bigger display, the latest chipset, and safety features like crash detection.
  • Watch Ultra is Apple’s rugged smartwatch built for extreme environments aiming at adventure users, explorers, and deep-sea divers.
  • Apple also announced the next-gen AirPods Pro with a new H2 chip bringing improvements to ANC, battery life, transparency mode and audio.

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