Qualcomm Dominates Premium Android Smartphone Chip Market in Q1 2022

Both Qualcomm and MediaTek posted healthy growth in Q1 2022. MediaTek recorded an impressive set of numbers for the quarter with revenues growing 32% YoY and 10.2% QoQ to reach $4.8 billion. Qualcomm saw its third consecutive quarterly record revenue in Q1 2022 at $11.6 billion. Its business units recorded annual growth of between 28% and 61%.

MediaTek led the Android smartphone SoC market in 2021 with a 44% share, followed by Qualcomm with 35%, according to the latest research from Counterpoint’s Global Handset Model Sales Tracker.

Qualcomm’s focus on the premium smartphone segment (>$500) has helped it to grow revenues. Its Snapdragon 800 series and Snapdragon 700 series, notably the flagship Snapdragon 8 Gen 1 and Snapdragon 778G, are both key volume drivers. Furthermore, Qualcomm has gained a 75% share of Samsung’s Galaxy S22 series shipments. In previous Samsung flagship models, there was a more equitable split between Qualcomm Snapdragon-powered SKUs and Samsung Exynos-powered SKUs. Qualcomm is also driving more revenues with its RFFE (RF Front End), allowing it to capture a higher share in the BoM.

MediaTek dominates the low-mid tier wholesale price segment ($100-$299), driven by its Dimensity 700 and Dimensity 900 series. Also, the 4G SoC in the <$199 price band is driven by the P35, G80 and G35 chipset models. MediaTek has entered the premium segment with the Dimensity 9000 series, but the sales will only start to pick up in Q2 2022.

AP Chipset Share for Android Smartphones by Price Band, Q1 2022

SOC by smartphone price tier Counterpoint


  • Qualcomm is focusing on the premium (>$500) and mid-high ($300-$499) segments for revenue growth. Qualcomm is an industry benchmark when it comes to premium smartphones.
  • Qualcomm’s focus is on the 7 and 8 series Snapdragon chipsets, which drive higher revenue and profitability. Qualcomm acknowledged it has seen a slowdown in the low- and mid-price tiers. But this was more than offset by strong premium-tier sales.
  • Further, the design wins with 75% of sales of the Galaxy S22 family, up from 45% of the S21 family, helped Qualcomm strengthen its position in the premium Android segment in Q1 2022.
  • According to Counterpoint’s Global Smartphone AP-SoC Shipments and Forecast Tracker, the premium segment Qualcomm Snapdragon 700 and 800 series contributed around 68% of the AP/SoC shipments in Q1 2022.
  • Qualcomm’s share in the >$500 band increased from 47% in Q1 2020 to 71% in Q1 2022, growing 23% YoY in Q1 2022, owing to the launch of its Snapdragon 888 and Snapdragon 8 Gen 1 chipsets.
  • Focus on the premium segment will help Qualcomm ride out the slow China market, global macro-economic situation and high inventories.


  • MediaTek dominated the <$299 price tier and drove significant volumes both for 4G and 5G in this tier. Entry of the Dimensity 9000 enables MediaTek to capture share in the premium band (>$500). This is the first time MediaTek has entered this tier. MediaTek has already announced design wins with Chinese smartphone OEMs like OPPO, vivo, Xiaomi and HONOR. This opens more competition and opportunities for growth in the premium segment.
  • The volume in the ≤$99 price band was driven by LTE smartphones, where MediaTek captured a 47% share. LTE SoCs have been affected by the ongoing shortages and will be in short supply in 2022.
  • In the $100-$299 price band for Android, MediaTek captured a 60% share in Q1 2022 driven by its Dimensity 700 and 900 series.
  • MediaTek will continue to gain share in the $100-$299 price band as 5G penetrates markets like India, APAC others, LATAM and MEA. Smartphone OEMs like Xiaomi, Samsung, OPPO and vivo will likely launch affordable 5G smartphones under $200.
  • MediaTek has entered the premium segment with its Dimensity 9000 series. However, the sales are only expected to pick up in Q2 2022.
  • Overall, we forecast around an 8% share for MediaTek in the premium segment in 2022. MediaTek growth in Q2 2022 is expected to come from mid-high range phones due to the shifting of demand from LTEto 5G AP/SOCs. Further, with the launch of the Dimensity 8000 series, MediaTek wants to focus on and consolidate the $300-$499 price bands. This will also help MediaTek pivot volumes from the low-mid segment to mid-high to premium segments.


  • Samsung Exynos’ share declined in Q1 2022 due to the loss in share to Qualcomm in the Galaxy S22 series and also due to the low yields of the 4nm premium Exynos chipsets.
  • Share in the premium segment declined from 34% in Q1 2021 to 23% in Q1 2022.
  • Samsung has launched the Galaxy A33 and A53 with its Exynos 1280 SoCs. These are the volume drivers that will help it to regain share from MediaTek and Qualcomm through the rest of 2022.
  • In the low-mid segment ($100-$299), Samsung’s share declined to 7% in Q1 2022 from 10% in Q1 2021 due to outsourcing of its models (A, F and M series) to ODMs, which integrated mostly Qualcomm, MediaTek or UNISOC solutions in different models depending on the target price bands.
  • In the low tier, Samsung is using UNISOC SOCs in the Galaxy A03 smartphone. The share of Samsung smartphones is almost negligible in this segment.


  • UNISOC continues to gain share in the low bands (<$99) driven by the LTE portfolio. Its share in the <$99 band grew to 47% in Q1 2022 from 20% in Q1 2021.
  • With realme, HONOR, Motorola and Samsung launching phones with its Tiger series SoC, UNISOC has expanded its customer base with design wins at ZTE and TECNO and entry into the Samsung Galaxy A series.
  • It has also captured an 8% share in the $100-$199 price band with HONOR, realme and Samsung.
  • For 2022, we expect UNISOC to maintain the momentum with its portfolio catering to LTE smartphones, as MediaTek struggles with supply issues for 4G chipsets and Qualcomm focuses on 5G solutions. Also, a few design wins with 5G chipsets will add to its overall volumes and help support its value growth.


  • We expect HiSilicon volumes to decline in 2022 as the inventory is depleted. Huawei has already started using Qualcomm SoCs in its new launches, but these are limited to 4G due to the prevailing US sanctions.

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Can Huawei’s Success Story in China’s Premium Segment Continue?

In Q1 2019, Huawei overtook Apple as the second largest smartphone brand globally. In China, Huawei has remained the number one smartphone brand since Q4 2017. Over the years, it has also successfully made inroads into the premium smartphone segment with its flagship devices under the P series and the Mate series. Today, Huawei is the only brand after Apple and Samsung to have a double-digit market share in the premium smartphone segment. In its home market, Huawei is already the leader in this segment.

Ever since Samsung’s fall in China due to multiple factors, such as the rise of local brands that can better satisfy Chinese consumers and the recall of Galaxy Note 7, Apple was the leading brand in the premium (US$600-US$800) and super-premium (>US$800) segments. However, Huawei has caught up quickly in the premium segment and has also made significant progress in the super-premium segment. In Q1 2019, Huawei surpassed Apple’s market share in the premium market for the first time with strong traction from the newly released Mate 20 and Mate 20 Pro 128GB. These two models outsell the iPhone XR and iPhone 8 series in the same price segment.

Premium Market in China

Although Apple still dominates the super-premium segment in China, Huawei has risen to a 14% market share in Q1 2019 from a mere 2% in Q1 2018 driven by models like Mate 20 Pro 256GB and Mate 20 RS Porsche Design.

Super Premium Market in China

Last month’s trade ban by the US government came as big jolt to Huawei. We expect the trade ban to impact Huawei’s sales in overseas markets significantly. However, so far, it has not done any damage to Huawei’s reputation in China. In fact, during our retail visits, Huawei’s sales representatives said smartphone sales in China actually grew following the event. An OPPO sales representative from a store located on the same floor as the Huawei store has confirmed this and mentioned that some OPPO fans have in fact turned to Huawei. The Huawei store also had the most footfall in the mall we visited. It appears consumers in China have no concerns that the inability to purchase key components from the US will impact Huawei. Further, they are confident that Huawei’s list of domestic back-up suppliers is capable of filling the void.

What is the secret behind Huawei’s continued strong reputation in China? The answer lies in the hard work put in by Huawei over the years. Huawei’s success in the premium market did not come in a day. Multiple factors have contributed to Huawei’s success. First of all, Huawei made heavy investments in smartphone R&D. All of its premium phones come with Huawei’s self-developed Kirin processors.  The latest Kirin 980 used in Mate 20 series is the first system-on-a-chip (SoC) to be made using the 7nm process node from TSMC. The SoC also offers faster download speed, better AI processing power with a dual NPU design, and better camera performance with an additional ISP.  As a result, Huawei made a name for itself for its superior camera performance as well as its long battery life. Secondly, Huawei is gaining more market share at the expense of Apple. Apple’s market share in China has continued to decline in recent quarters due to the lack of significant innovations in its latest models and a wide selection of alternatives from local brands. Finally, Apple’s iOS does not have the same stickiness in China as it does in many other countries. The ban of Google’s services in China, as well as the omnipresent functions of WeChat, mean that users do not face a big difference in using iOS or Android. It makes the switch even easier.

In the near-term, we expect Chinese patriotism, emanating out of the China-US trade tensions, will drive even more sales for Huawei. However, if the trade ban continues, Huawei could suffer in the premium segment as the supply of key US components is crucial in the premium segment.

Apple Maintains Lead in Premium Smartphone Segment, OnePlus Enters Top Five Brands for the First Time in 2018

Apple continues to lead global premium smartphone segment by capturing more than half of the market while OnePlus entered the top five brands in the premium segment for the first time ever in 2018 as competition intensified in the global premium smartphone segment**. The segment grew faster than the global smartphone market, according to Counterpoint Research’s Market Monitor 2018 service.

The segment grew 14% year-on-year (YoY) in terms of sell-in and 18% YoY in terms of sell-through. Growth was driven by new iPhones and launches in a premium segment from Chinese OEMs like Huawei, OPPO, OnePlus.

Overall, Chinese players have scaled up their presence in the premium segment and have expanded the category. Further, they are now eyeing new geographies for growth. Apple remained the market leader capturing 51% share of the premium segment, a significant lead over its nearest competitor Samsung which had a 22% share. However, Chinese brands made their mark as Huawei’s share in the segment reached double digits (10%) for the first time in a calendar year. OPPO (+863%), OnePlus (+209%), and Xiaomi (+149%) were the fastest growing brands in the premium segment.

An indication of the increasing competition in the segment is highlighted by the fact that close to 40 OEMs now compete in the premium segment globally. Of these, the top five players account for almost 90% of shipments. Premium segment contributed to one-fourth (22%) of the global smartphone shipments in 2018.

Lets a take a closer look at how the different brands performed in the premium segment: –

  • Huawei’s strong performance was primarily due to the success of the P20 and Mate 20 series, which focussed on camera, power, and design as key differentiating features. It also gained share in the premium segment in China and Europe.
  • OPPO’s growth came from its home market China with R15 and R17 series doing well. The brand is actively targeting European countries with its mid-to-high-tier offerings. Additionally, it is also targeting operators in Europe to launch its 5G portfolio outside China, along with new features in its flagship like 10x Zoom.
  • OnePlus’s performance came on the back of the OnePlus 6T. In terms of regions China, India, and Western Europe drove four-fifths of its global shipments. OnePlus recorded its highest ever shipments in a single quarter (Q4 2018) in India to lead the premium smartphone segment for three successive quarters and captured 36% market share. Another feat for the brand came in Q4 2018 when it entered among Top five OEMs in the premium segment in the US for the first time.
  • Google entered the top five premium smartphone brands in Western Europe in 2018.


Exhibit 1: 2018 Premium Smartphone Segment Market Share

2018 Premium Smartphone Segment Market Share

In terms of regions, APAC was the fastest growing region for the premium segment with a growth of 27% YoY. Huawei, OPPO, Vivo, and Xiaomi’s performance in China drove this growth. In terms of countries, China and the US alone contributed to more than half of the global premium market shipments. China’s premium segment grew 37% YoY while the US grew 10% YoY. Other countries where the premium segment grew fast include Indonesia (+54%), Russia (+28%), Canada (22%), Mexico (22%), Thailand (+20%), India (+14%), Brazil (13%), and Japan (10%).  Below are the top five brands in the premium segment by different regions in 2018: –


Exhibit 2: Premium Smartphone Segment Rankings of OEMs by Regions 2018




Apple Samsung Apple Samsung Apple Apple



Samsung Apple Samsung Apple Huawei Samsung



Huawei Huawei Huawei Huawei OPPO Sony



Sony Motorola OnePlus OnePlus vivo OnePlus


Motorola Nokia HMD LG Google LG Xiaomi Huawei


Source: Counterpoint Research Market Monitor 2018

Going forward we estimate that the premium smartphone segment will continue to grow in double digits. By offering additional features like AI, triple camera, full-screen display, and higher memory configurations, smartphone OEMs are subtly increasing the average selling price (ASP) of devices. This also helps them leverage the gap created by Apple in the premium segment. The next growth cycle in the premium segment will be driven by the emergence of commercially available 5G smartphones. This will help OEMs to not only to target users looking to upgrade but also give Chinese OEMs an opportunity to enter new geographies where 5G will be commercially available soon.


*Pricing analysis is based on wholesale pricing

** Premium segment >$400

Premium Smartphones Grew 18% in 2018 Despite the Global Smartphone Market Slowdown

Apple leads the premium segment with over half the market, followed by Samsung.

Huawei almost doubled its market share (10%) in the premium segment growing 97% YoY with strong performance by the P20 and Mate 20 series.

Growth of OnePlus drove the India premium market to a record high.

   New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires –
Jan 28th, 2019

According to Counterpoint Research’s recent Market Pulse December 2018 report, the global premium smartphone segment* continues to grow faster than the overall smartphone market. The growth for the year was driven by Apple, Samsung and Chinese OEMs like Huawei, OPPO, vivo and One Plus. Brand diversity in the premium segment is increasing.

Exhibit 1: Comparing smartphone growth by price band (annual growth of 2018)

Comparing smartphone growth by price band (annual growth of 2018)Source: Counterpoint Research Market Pulse

Tom Kang, Research Director at Counterpoint Research, comments “Within the premium segment, the $800+ ultra-premium segment has been growing the fastest. In 2017 it was merely 8% of the premium market (defined as $400+). Ever since the Apple iPhone X was introduced in late 2017, prices have jumped to a new level. Further more in 2018, the new flagships of Apple (XS, XS Max), Samsung (note 9) and Google (Pixel 3 XL) were all launched above the $800 price. OEMs were able to increase the average price points (ASPs), taking advantage of the headroom created by Apple.”

Also, according to Counterpoint’s consumer lens, consumers are now willing to spend more on their device, but at the same time holding on for a longer period. Thus, the overall market growth is slowing, but the premium segment is expanding.

Exhibit 2: Share of $800+ segment rising within premium (≥400)

Share of $800+ segment rising within premium (≥400)

Source: Counterpoint Research Market Pulse

Varun Mishra, Research Analyst at Counterpoint Research, added “Going forward, the trend of premium smartphones is likely to continue. Introduction of 5G phones, foldable displays and popularity of the so called, affordable premium segment in emerging markets will further drive the growth.”

Market Summary:

  • The global, premium smartphone segment grew faster (+18%) than the overall smartphone segment (-2%) in 2018. Growth was driven by flagship launches of Global players like Apple, Samsung and Google. Chinese players like Huawei, OPPO and vivo also followed this trend.
  • Apple led the global premium smartphone segment capturing 51% share of the segment, followed by Samsung (22%) and Huawei (10%).
  • The $800+ segment was a newly created category by Apple, and it grew the fastest. Apple clearly dominated with more than 80% share in the $800+ ultra-premium price band.
  • The affordable premium segment, the $400-$600 price-band, was actually the largest volume segment in total premium sales. Although Apple still leads in this segment, the biggest winner was OnePlus.
  • OnePlus remains one of the fastest growing brands in the $400-$600 segment. The success of OnePlus in India drove the overall premium smartphone shipments in the country to a record number in a single year. The brand is likely to grow as it broadens its reach in the European and US markets.

*Pricing analysis is based on wholesale pricing not retail pricing. The Premium segment is above $400 in wholesale price.

The comprehensive and in-depth December 2018 Market Pulse is available for subscribing clients. Please feel free to contact us at press(at) for further questions regarding our in-depth latest research, insights or press enquiries.

Analyst Contacts:

Tom Kang

Tarun Pathak

Varun Mishra

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Premium Smartphone Segment Captures Over One-Fifth of the Smartphone Sales

According to Counterpoint Research’s Market Monitor Q3 2018, the global premium smartphone segment** continues to grow faster than the overall smartphone market. The growth in the third quarter was driven by new iPhone launches along with the flagship launches of key Chinese OEMs such as OPPO and vivo.

Market Summary:

  • The global, premium smartphone segment grew faster (+19%) than the overall smartphone segment (-5%) in Q3 2018. Growth was driven by new iPhones and flagship launches of Chinese players like OPPO and vivo.
  • The premium smartphone segment represented 22% of the global smartphone market share during Q3 2018.
  • Close to 40 OEMs compete in the premium segment globally, out of which the top five players account for almost 89% of shipments.
  • Apple led the global premium smartphone segment capturing 47% share of the segment, followed by Samsung (22%), Huawei (12%), vivo (5%), OPPO (5%) and Xiaomi (3%).
  • Huawei’s share (12%) in the premium segment hit double digits for the first time.
  • Within the premium segment, the $400-$600 price-band was the sweet spot as it contributed 46% to the total premium segment by volume.
  • There is slightly more brand diversity in the premium smartphone segment now as brands are targeting the premium segment to strengthen their bottom-line profits.
  • The mix between price bands remains somewhat unstable. The price bands comprise relatively few high-volume models, therefore a change in a wholesale price of one product that shifts it out of a price band can lead to sharp change in the overall size of the price band itself.
  • Samsung led the $400-$600 segment with 25% share followed closely by Apple (21%), Huawei (17%), vivo (10%) and OPPO (7%).
  • OnePlus remains one of the fastest growing brands in the $400-$600 segment. OnePlus sales were driven by India, China and the UK. In India, OnePlus continues to lead the premium smartphone segment for the second successive quartercapturing 30% of the market driven by the strong performance of its OnePlus 6. It was also amongst the top five premium smartphone OEMs in France (#4), Germany (#4), Italy (#4), Netherlands (#4), Sweden (#4) and UK (#4) due to strong initial sales of the OnePlus 6.
  • In the $600-$800 segment, Apple and Samsung volumes represented 81% of shipments while Huawei share increased driven by P20 series shipments.
  • In the $800+ segment, Apple clearly dominated with 80% share during the quarter.
  • The premium segment growth for OPPO, vivo and Xiaomi was driven by performances in China. For OnePlus and Huawei, growth was generated outside China. OPPO R17 and Find X drove volumes for OPPO while X23 and Nex series did well for vivo.


Exhibit 1: Q3 2018 Premium Smartphone Segment Competition Trends Across Price Tiers*


Source: Counterpoint Research Market Monitor Q3 2018


  • Apple and Samsung sales continue to be driven by developed markets like the USA, China, Japan, Korea and countries in Western Europe.
  • Google enters among top five premium smartphone brands in WE during the quarter.
  • Below are the top five brands in the premium segment by different regions.


Exhibit 2: Premium Smartphone Segment Rankings of OEMs by Regions Q3 2018


Apple Apple Samsung Apple Samsung Apple Apple OnePlus
Samsung Samsung Apple Samsung Apple Huawei Samsung Samsung
LG Huawei Huawei Huawei Huawei vivo Sony Apple
Motorola Xiaomi Motorola OnePlus LG OPPO OnePlus Asus
Google OnePlus LG Google OnePlus Xiaomi Huawei Huawei

Source: Counterpoint Research Market Monitor Q3 2018



Going forward, we estimate that the premium smartphone segment will grow in Q4 2018 driven by a full quarter of sales of new iPhones. We further expect that vertically integrated companies will leverage their expertise to gain share in the segment. In terms of distribution, premium brands sales are skewed in favor of offline retail. The major MNOs and multichannel stores remain the primary channel for these devices. This is especially true in European markets. This share has been gradually increasing as independent retail stores have been under pressure due to the operators moving away from direct subsidy.


*Pricing analysis is based on wholesale pricing

** Premium segment >$400

OnePlus Continues to Lead the Growing Indian Premium Segment for the Second Successive Quarter

According to Counterpoint Research’s latest analysis on the Indian smartphone market, premium smartphone (>INR 30,000/US$400) shipments reached an all-time third-quarter peak during Q3 2018. This was due to attractive offers lowering the cost of ownership for a premium smartphone. Typical offers include trade-ins and buybacks, monthly 0% EMI (monthly installment plans) and instant cashbacks.

These offers strongly appeal to large sections of the population, especially the youth, that are gaining their footing financially and growing into power smartphone users. Furthermore, the features in premium segment smartphones such as full-screen displays, biometric security, dual-cameras, faster processors and support for artificial intelligence, have acted as a catalyst for consumers looking to upgrade from mid-segment smartphones.

Market Summary:

  • The top three brands, Samsung, OnePlus and Apple contributed to 83% of the overall premium market as compared to 88% a quarter ago.
  • This is due to the entry of new players in the segment led by Vivo (Nex), OPPO (FindX), Huawei (Nova 3), Asus (Zenfone 5Z), LG (G7+ ThinQ)
  • OnePlus led the premium smartphone segment for the second successive quarter, capturing 30% of the market driven by the strong performance of its OnePlus 6. Positive word of mouth along with an effective social media strategy has helped OnePlus in targeting a new user base.
  • OnePlus 6 became the highest selling flagship model for OnePlus within five months of its launch.
  • OnePlus continues to increase its points of sale by launching its offline and exclusive stores across key cities. This has helped the brand reach out to a larger potential user base.
  • Samsung captured 28% share of the premium segment. Demand for Samsung’s flagship Galaxy S9 series began to taper-off during the quarter but initial demand for its new Galaxy Note 9, launched in August, was strong. It held on to the number two spot in the premium segment in India driven by its new Galaxy A series and Galaxy Note 9 products.
  • Apple’s share in the premium segment reached 25% during the quarter thanks to the launch of its iPhone XS and XS Max in India. The attractiveness of the new devices is unlikely to offset the impact of high import duties that are applied to iPhones due to the absence of local manufacturing. This has made new iPhones even more expensive in India than they are in other key countries.

India Premium Smartphone Segment Market Share Q3 - 2018

Source: Counterpoint Research Monthly India Market Analysis September 2018

  • The growing spending power of the population coupled with competition among distribution channels is driving down the cost of ownership through a range of promotional offers. Cashback and EMI offers remain popular for premium smartphones across various channels.
  • In terms of best-selling models, OnePlus 6 remains the best-selling model in the premium segment followed by the Samsung Galaxy Note 9 and Galaxy A8 Star.

Source: Counterpoint Research Monthly India Market Analysis September 2018

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