Monthly Market Pulse - April 2019

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May 28, 2019

Key Takeaways:

  • Global Sell-in Declines, Sell-through Improves: Smartphone sell-through improved in most major markets including US, India and even China. EU remained flat while Japan registered negative growth. Sell-in has gone down thus inventory improved. Huawei incident led to demand-supply mismatch in some markets, so handset sales are expected to go down for several months.
  • Apple Declines, Samsung & HOVX Brands Grow: Apple sales remained modest across markets due to seasonality. Apple is expected to go down further due to ongoing tussle between Us and China. Samsung registered growth driven by strong uptake of A & M series in SEA markets and flagship models in EU and Korean market. Huawei registered strong growth in EU and China, however sales are likely to go down due to ban by operators. EE and Vodafone already announced ban in EU. Oppo, Vivo and Xiaomi gained in China, India and SEA markets. Oppo is looking to expand in EU targeting premium price bands with Reno series.
  • Flagships Dominate Ultra-Premium ($800+) Price Band: Apple and Samsung flagships accounted for 95% of the ultra-premium price band. Apple iPhone XS Max remained best-selling ultra-premium model, followed by Galaxy S10 Plus. US accounted for more than 40% of iPhone XS Max sales while EU (and South Korea) remained the key markets for Galaxy S10 Plus.
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Category

Industry

Smartphone

Report Type

Report

Time period

Monthly

Summary

Published

May 28, 2019

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Team Counterpoint

Counterpoint Research is a global industry and market research firm providing market data, intelligence, thought leadership and consulting across the technology ecosystem. We advise a diverse range of global clients spanning the supply chain – from chipmakers, component suppliers, manufacturers and software and application developers to service providers, channel players and investors. Our veteran team of analysts serve these clients through our offices located across the key innovation hubs, manufacturing clusters and commercial centers globally. Our analysts consistently engage with C-suite through to strategy, market intelligence, supply chain, R&D, product management, marketing, sales and others across the organization. Counterpoint’s key coverage areas: AI, Automotive, Cloud, Connectivity, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.