Apple iPhone Sell-in vs Sell-through and ASP Q1 2017 to Q3 2023
Excel File
Published Date: November 2023
Counterpoint Research uniquely tracks both sell-in and sell-through of mobile handsets in the market, giving a broader perspective of the market dynamics. This report covers quarterly sell-in vs sell-through of Apple iPhone models along with average selling price (ASP). The report provides global iPhone shipment and sales by quarter helping clients to understand the demand/supply scenario for the individual models.
Global foldable smartphone shipments are projected to reach 101.5 million in 2027 from 78.6 million in 2026.
Samsung and Apple are expected to dominate the market.
Regional drivers, especially in China, combined with growing consumer willingness to buy foldables will help keep shipment growth buoyant.
Seoul, Boston, Beijing, Hong Kong, New Delhi, London – July 26, 2023
Global foldable smartphone shipments are expected to pass the 100-million mark by 2027, according to Counterpoint Research’s latest Global Foldable Smartphone Tracker and Forecast, with Samsung and Apple accounting for the biggest market share.
Global Foldable Smartphone Shipment Forecast by Brand & Foldable Share In Premium Segment, 2021-2027(E)*
*Premium segment considered to be above $600 average wholesale price
Commenting on growth expectations, Research Director Tom Kang said, “At the moment, foldables remain niche. But it is an important segment for brands looking to maintain leadership in innovation and a premium market presence.”
Kang added, “Samsung and the Chinese OEMs have been very active, especially in their home markets, with China emerging as the biggest market globally last year. If you want to make it in foldables, you have to make it there.”
Senior Analyst Jene Park said, “In the long term, we are waiting to see what Apple does. We are looking at 2025 as the possible year of iPhone’s foldable debut, which could provide another growth spurt for the segment.”
Park added, “When we look at the current consumer response, our latest Global Foldable Smartphone Preference Survey shows a willingness to purchase for the majority of respondents, most notably among current users. This is a good sign and tells us the hype around foldables is legitimate.”
Global Foldable Smartphone Survey, 2023
Question: Are you willing to purchase a foldable phone as your next device?
Source: Counterpoint Research Global Foldable Smartphone Preference Survey, 2023 Notes: N=1,000 per country across US, China, South Korea; Figures may not add up to 100% due to rounding
Feel free to reach us at press@counterpointresearch.com for questions regarding our latest research and insights.
Background
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.
Although overall global smartphone sales in 2022 fell 12% YoY due to macroeconomic difficulties, global premium (≥$600 wholesale price) smartphone sales climbed 1% YoY in contrast, which allowed the price segment to contribute to 55% of the total global smartphone market revenue for the first time ever.
The premium segment, which has been consistently outperforming the global smartphone market, captured more than one-fifth of total global smartphone sales as well.
Source: Counterpoint Research Handset Model Sales
There are several reasons for this growth. Despite the tough market conditions in 2022, affluent consumers were more immune to the macroeconomic difficulties than customers from the lower end. Consequently, sales in the premium market grew, while those in the entry and mid-tier segments declined. Also, as smartphones become more central to their lives, people are ready to spend more on their devices and retain them for a longer period. This is also one of the reasons the $1,000 and above price segment was the fastest growing (38% YoY) in 2022.
Another key factor for growth has been the “premiumization” trend across regions. Demand in the premium segment is driven by people getting an upgrade to their last device. The upgrades are evident not only in mature markets like North America but also in emerging economies where consumers on their third or fourth device start to break into the premium market.
Among OEMs, sales for Apple grew 6% YoY in the premium market, expanding its share to capture three-fourths of the total sales in the segment. Apple could have grown more, if not for the iPhone 14 Pro and Pro Max supply disruption during the peak holiday season in 2022. Apple also gained from Huawei’s decline in China.
Apple was followed by Samsung whose sales declined 5% YoY in 2022. Samsung lost out on the China market opportunity due to its weak presence in the region. The launch of the Galaxy S22 series in 2022 also took place much later than that of the S21 in 2021. However, the growth of foldable smartphones has been a bright spot for Samsung.
HONOR gained from a low base as it expanded its market share in China driven by the Magic series. The brand will make a global push in 2023. Google was featured among the top OEMs growing from a low base, driven by the Pixel 6 Pro and Pixel 7 Pro. Google has increased its focus on the smartphone segment. Apart from these, most Chinese OEMs declined as they derive a significant portion of their flagship sales from the domestic market, where operating conditions were difficult in 2022.
Source: Counterpoint Research Handset Model Sales
In terms of penetration of operating systems, Android has been ceding share to iOS in the premium segment. iOS captured three-fourths of all smartphone sales in the premium market. Considering its revenue share and consistent growth trajectory, the premium market is the most important segment.
Source: Counterpoint Research Handset Model Sales
For Apple, the growth in mature markets came from the upgrades in its installed base. The stickiness of the iOS ecosystem with multiple devices and services is high. If an iPhone user also owns an Apple Watch or Mac, the individual’s next smartphone upgrade will likely be another iPhone. Also, because of Apple’s aspirational brand value and step-by-step expansion, its sales have been growing in emerging economies as well. Android’s loss of share to iOS in the premium segment is also one of the reasons for Google’s smartphone push.
However, Android could see a new wave of growth in 2023 as we expect more OEMs to launch foldable devices in the premium segment this year. Existing foldable offerings in China are set to expand to markets outside the country. We will also see HONOR pushing into the European market to gain share this year.
The analysis is based on the Global Premium Smartphone Market Analysis report, available for purchase here.
One in every four devices sold in China during October 2022 was an iPhone.
While the sales for other key OEMs declined in October, Apple grew 21% MoM. In YoY terms, China’s sales declined 15%, while Apple’s sales declined just 4%.
Apple has emerged as a clear winner of Huawei’s share in the premium market
The iPhone 14 Pro Max was the best-selling device in China in October, followed by the iPhone 14 Pro.
Beijing, Seoul, Taipei, London, Boston, Toronto, New Delhi, Hong Kong – December 1, 2022
Apple reached its highest ever monthly market share (25%) in China in October 2022, while becoming the #1 OEM in the country for the second consecutive month, according to Counterpoint Research’s Monthly Market Pulse Service. October also marked the first full month of iPhone 14 series sales. One in every four devices sold in China during the month was an iPhone.
While the sales for other key OEMs declined in October, Apple grew 21% MoM. In YoY terms, China’s sales declined 15%, while Apple’s sales declined just 4%, which further helped increase Apple’s market share.
Apple has been reaching new heights in terms of market share in China during the last two years. It reached a record monthly market share in November and December 2020, and in October, November and December 2021. Notably, 2020 was also the year when US sanctions were imposed on Huawei.
Apple’s Sales Market Share in China
Source: Counterpoint Research Monthly Market Pulse
Commenting on the market growth in China, Research Director Ethan Qi said, “China’s market has been sluggish due to multiple factors, including macroeconomic pressures and COVID-19 lockdowns hitting consumer sentiment. Overall sales declined 4% MoM. However, Apple managed to defy the market trend. This also shows the resilient nature of the premium segment. Looking at the trend for the last two years in China, it is evident that Apple has emerged as a clear winner of Huawei’s share in the premium market. It has almost become an undisputed leader in China’s premium segment. The iPhone 14 series has started off well with the iPhone 14 Pro and Pro Max performing better than the previous generation. The iPhone 13 also continues to do well, as the iPhone 14 offers little differentiation from the iPhone 13.”
The iPhone 14 Pro Max was the best-selling device in China during the month, followed by the iPhone 14 Pro. Comparing the first five weeks of the iPhone 14 Pro series sales in China with that of the iPhone 13 Pro series sales for the same period, the Pro series share in the iPhone 14 series sales was 70%, compared to 47% in the iPhone 13 series.
Commenting on the trend of increasing penetration of the Pro series in the iPhone 14 series, Senior Analyst Varun Mishra said, “The trend of rising Pro series popularity is not limited to China. It is there in other key markets like the US as well. Apple now offers significant design and specification differentiation between the Pro and non-Pro line-ups. For example, the Pro versions now get the latest processor as well as the dynamic island, which further increases the line-up’s exclusivity. Consumers can see a clear value-addition in spending extra for the Pro versions. In our primary interviews in the past, we also found consumers demanding a larger differentiation for the Pro versions. As a result, there is a clear demand shift towards the Pro line-up in the 14 series. The wait times also suggest the same trend. Delivery times for the Pro series have been 3-4 weeks across key regions with the supply catching up with the demand. Overall, the Pro series will help Apple reach record average selling prices (ASPs) in 2022.”
Please reach out to press@counterpointresearch.com for press comments and queries.
You can also visit our Data Section (updated quarterly) to view the smartphone market share for World, USA, China and India.
Background
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:
Tarun Pathak
Varun Mishra
* Key Southeast Asia countries include Indonesia Thailand Philippines and Vietnam
The global premium smartphone market ($400 and above wholesale price) average selling price (ASP) grew 8% YoY to reach $780, a second-quarter record, in Q2 2022.
This was mainly driven by the 94% YoY sales growth in the $1,000 and above price segment.
In terms of sales, the premium market continued to outperform the overall global smartphone market for the ninth consecutive quarter.
Apple captured 57% of premium smartphone market sales, while vivo surpassed OPPO to become the third largest premium smartphone brand for the first time.
Beijing, London, San Diego, Buenos Aires, New Delhi, Seoul, Hong Kong – September 1, 2022
The global premium smartphone market ($400 and above wholesale price) average selling price (ASP) grew 8% YoY to reach $780, a second-quarter record, in Q2 2022, according to Counterpoint Research’s Market Pulse Service. This was mainly driven by the 94% YoY sales growth in the $1,000 and above price segment. The segment alone contributed to over one-fourth of premium smartphone sales and over a fifth of global smartphone revenues in Q2 2022. The growth of the segment also drove the global smartphone ASP to its highest second quarter ever.
Source: Counterpoint’s Global Monthly Handset Model Sales (Sell-through) Tracker, August 2022
Commenting on the growth of the $1,000 and above price segment, Senior Analyst Varun Mishra said, “As 5G is becoming more prevalent, consumers are upgrading their devices. This is especially significant, as the large installed base of premium iPhone users upgrades to 5G. Apple’s sales grew 114% YoY, capturing over 78% of the $1,000 and above price segment. Consumers whose finances were not affected by the pandemic have been using the extra disposable income created due to restricted travel to buy more expensive devices, including smartphones. During the pandemic, users also realized the importance of smartphones and started seeing more value in upgrading their devices. Another interesting factor is that this trend in the ultra-premium market is ubiquitous across regions, despite inflationary pressures. This is because affluent consumers are not affected by the current economic headwinds. Hence, the low-to-mid-price segment has been hit hard by the recent macro headwinds while the high-price segment still looks solid, further boosting the ASPs. Also, the increasing number of financing schemes and a growing ecosystem of trade-ins and EMIs are also helping consumers to upgrade their devices without paying the total price upfront.”
The segment’s growth has also helped in arresting revenue declines. Despite the unit sales decline, global premium smartphone market revenues remained flat YoY. As lower price tiers got affected more by inflationary pressures, the premium market’s revenue contribution to the overall smartphone market increased to 60% in Q2 2022 from 58% in Q1 2022.
In terms of volumes, sales in the premium segment declined 8% YoY in Q2 2022 but performed better than the overall smartphone market, which declined 12%. This is the ninth consecutive quarter in which the premium market has outperformed overall smartphone market growth.
Apple continued to lead the premium segment with a 57% share as the 4G iOS installed base continued to upgrade. Sales and promotions in the US remained strong through the quarter. There was no evidence of any macroeconomic impact on demand. Apple also continued to successfully onboard new users as switcher growth hit a fresh record during the quarter, largely driven by robust growth in emerging economies.
Global Premium (>$400) Smartphone Sales Share by OEM, Q2 2021 vs Q2 2022
Source: Counterpoint’s Global Monthly Handset Model Sales (Sell-through) Tracker
Samsung’s sales grew 2% YoY and its share also increased as the S22 Ultra continued to be the best-selling Android smartphone in the premium segment for the second consecutive quarter.
The share of Chinese OEMs OPPO, Xiaomi and Huawei declined as their home market struggled through Q2 2022, clocking the lowest quarterly sales since Q4 2012. However, vivo’s sales grew 59% YoY as it surpassed OPPO to become the third largest premium smartphone brand in Q2 2022 for the first time ever. Most of this growth came from China, driven by the X80, S15 and iQOO 9 series. vivo also became the second largest premium smartphone brand in China for the first time ever. It was also the largest smartphone OEM in China in the affordable premium segment ($400-$699), driven by the X80 series.
The increase in the share of “Others” brands was mainly driven by HONOR. The brand has been rapidly expanding in China over the last few quarters. The HONOR 70 was its best-selling model in the premium segment, followed by the Magic 4. The overseas markets’ contribution to HONOR’s sales is also likely to increase as the brand enters new geographies.
Going forward, the premium segment is likely to continue to outpace the global smartphone market. Commenting on the outlook, Research Director Tarun Pathak said, “The second half of the year will also be marked by key launches like the new Fold series from Samsung and the new iPhone series from Apple, which are likely to drive growth in the premium segment. Chinese OEMs will also start to bring their foldable devices to the global markets, further expanding the premium market portfolio. Higher BoM and operational costs backed by the raw material prices remaining high, growing inflation, and volatility in foreign exchange rates have been putting further pressure on OEMs to maintain profitability, which will be reflected in the growing ASPs. All these factors will keep on driving the ASPs high in 2022. We believe the premiumization trend has already started across several markets, and it is here to say.”
Notes: The analysis is based on wholesale ASPs. OPPO includes OnePlus and vivo includes IQOO.
Please reach us at press@counterpointresearch.com for press comments and inquiries.
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.
Apple reached its highest first quarter share in the premium segment since Q1 2017.
Galaxy S22 Ultra was the best-selling Android smartphone in the premium market.
Premium smartphone market revenues remains resilient even as sales decline.
Ultra-premium (US$1000 and above) was the fastest growing price segment globally.
Beijing, London, San Diego, Buenos Aires, New Delhi, Seoul, Hong Kong – June 23, 2022
The global premium (US$400 and above wholesale ASP) smartphone market sales volume declined 8% YoY during the quarter, but it still performed better than the overall smartphone market, which declined by 10%, according to Counterpoint Research’s Market Pulse Service. This is the eighth consecutive quarter in which the premium market has outperformed overall smartphone market growth.
Apple continued to lead the premium market, exceeding 60% share for the second consecutive quarter. This was driven by the iPhone 13 series. The iPhone 13 has been the best-selling model globally each month since October 2021. This was also the highest first quarter share for Apple in the premium segment since Q1 2017.
Global Premium (US$400 and above) Smartphone Sales Volume Share, Q1 2021 vs Q1 2022
Source: Counterpoint’s Global Monthly Handset Model Sales (Sell-Through Volume) Tracker
Samsung’s share declined in the segment. This was mainly because of a delayed launch of the Galaxy S22 series as compared to the S21 series launch in 2021. However, the S22 series is performing well overall. The Galaxy S22 Ultra has been a hit combining the best of the S series and the Note series. It was the best-selling android smartphone in the premium segment in Q1 2022.
Global Premium (US$400 and above) Smartphone Sales Share by Top Models, Q1 2022
Source: Counterpoint’s Global Monthly Handset Model Sales (Sell-Through Volume) Tracker
OPPO was the third largest brand in the premium segment. OPPO was followed by Xiaomi and Vivo. The sales contribution of the China market within the premium segment for Xiaomi, OPPO, and Vivo has reduced since 2021.
Foldables are also slowly gaining traction, dominated by Samsung. The sales volume for foldables grew 184% YoY in the premium segment, albeit from a small base, capturing 3% of the total sales volume in the premium segment. More smartphone manufacturers are entering the foldables market segment, and as prices come down, foldables are likely to become more mainstream.
Although sales volume in the premium segment declined YoY it grew in importance, with almost three in 10 smartphones sold coming from the premium segment; its highest-ever first quarter share. And sales value grew slightly (+0.5% YoY) due to an increase in the Average Selling Price (ASP). The premium segment alone accounted for almost two thirds of global smartphone value during the quarter, reaching the highest first-quarter value contribution as well. This also shows the strategic importance of having a presence in the premium segment.
Global Premium (US$400 and above) Share of Total Smartphone Market by Volume & Value, Q1 2017- Q1 2022
Source: Counterpoint’s Global Monthly Handset Model Sales (Sell-Through) Tracker
This revenue resilience was driven by a 164% YoY sales volume growth in the ultra-premium (US$>1000) price band, which became the largest contributor to the premium market, both in terms of sales volume as well as value. It was the fastest-growing price segment globally as well as in China, Western Europe, and North America.
The volume growth in the ultra-premium segment was driven by Apple and Samsung. The iPhone 13 Pro Max and the iPhone 13 Pro together captured over two-thirds of sales volume within the ultra-premium price segment. This was driven by strong volume growth in the US, China, and Western Europe. In China, the sales in the >US$1000 price segment grew 176% YoY in Q1 2022. The segment alone captured over one-fifth of China’s smartphone market value during the quarter. Apple emerged as the biggest winner from Huawei’s decline in the premium market. The premium market in China still holds potential, and will be driven by upgrades, especially by users from Huawei’s large installed base.
Global Premium (US$400 and above) Sales Volume Share by Price Band
Source: Counterpoint’s Global Monthly Handset Model Sales (Sell-through) Tracker
Going forward, we will continue to see smartphone manufacturers trying to gain share in the premium segment. With global inflation rising, the entry-level and lower price band segments are likely to be harder hit. Only through a rise in sales in higher price bands, will manufacturers be able to offset some of the resulting revenue declines. While developed markets dominate the premium market sales, the segment is also becoming important in emerging markets like India and LATAM, as consumers continue to upgrade.
Note: The analysis is based on wholesale ASPs; OPPO includes OnePlus in Q1 2022.
Please reach out to press@counterpointresearch.com for press comments and inquiries.
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.
Apple became the #1 smartphone brand in China for the first time since December 2015.
At 46% MoM, Apple saw the highest growth among all major brands in China in October 2021.
Beijing, Seoul, Taipei, London, Boston, Toronto, New Delhi, Hong Kong – November 26, 2021
Apple surpassed vivo in October 2021 to become the largest smartphone OEM in China for the first time since December 2015, according to Counterpoint Research’s Monthly Market Pulse Service. Driven by the iPhone 13 series, Apple’s sales grew 46% MoM, the highest among all major OEMs in the country. In comparison, China’s smartphone market grew only 2% MoM in October. Apple’s stellar show came at a time when many consumers were delaying their purchases ahead of the Singles’ Day sales in November. Other key OEMs saw MoM declines in their October sales.
China Smartphone Sales Share by Brand
Source: Counterpoint Research Monthly Market Pulse, October 2021
Note: Huawei excludes HONOR from April 2020
Commenting on the market growth in China, Research Director Tarun Pathak said, “Ever since Huawei’s decline, the top position in China has been changing hands. OPPO became #1 in January 2021 while vivo attained the top position in March 2021. The market dynamics in changed again in October with Apple becoming the new #1 OEM for the first since December 2015. This was driven by the success of the iPhone 13 series, which was also launched cheaper than the iPhone 12 series in China. Huawei has been resilient in the premium segment in China, but this seems to be changing now. Apple, with its strong brand equity, is gaining the maximum from the gap left by Huawei in the premium segment. Apple could have gained more if it were not for the shortages, especially for the Pro versions. But still, Apple is managing its supply chain better than other OEMs.
Commenting on the supply shortages in China’s market, Senior Analyst Varun Mishra said, “Due to supply issues, the normal wait time for the iPhone 13 Pro and iPhone 13 Pro Max ranges between four and five weeks in China. Some Chinese customers choose to pay premiums to get the new phones delivered immediately. Overall, the China market has been slow throughout the year and Apple’s growth is a positive sign. It indicates that Chinese smartphone users are maturing fast and are looking to buy more high-end devices, which can be a good opportunity for brands. The supply chain is also prioritizing higher-end and higher-margin devices amid the shortages.”
Please reach out to press (at) counterpointresearch.com for press comments and enquiries.
You can also visit our Data Section (updated quarterly) to view the smartphone market share for World, USA, China and India.
Some of our other recent smartphone market analyses:
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.
The global premium smartphone market (models priced $400* and above) recorded a 46% YoY sales growth in Q2 2021, according to Counterpoint Research’s Market Pulse Service. The growth in the premium segment outpaced the overall market growth of 26% YoY. Besides, the premium segment share in the global smartphone sales increased to 24% in Q2 2021, compared to 21% in Q2 2020. Apple continued to lead the segment, cornering over half of the sales during the quarter, followed by Samsung and Huawei. Since the launch of iPhone 12 series in Q4 2020, Apple has continued to account for over 50% share in the premium smartphone market.
Global Premium Smartphone (>$400) Sales Market Share, Q2 2020 vs Q2 2021
Source: Counterpoint Research Monthly Market Pulse
A large part of the premium market growth in Q2 2021 was driven by Apple, which reported a sales growth of 74% YoY in the premium segment on the strong momentum of the iPhone 12 series due to the iPhone users continuing to upgrade to 5G. Apple’s supply chain was also very resilient in managing component shortages and gained from the decline of Huawei in regions like China and Europe. Apple was the largest OEM in the premium segment across all regions.
Global Smartphone Premium Market Rankings, Q2 2021
Source: Counterpoint Research Monthly Market Pulse
Although Samsung’s sales in the premium segment grew 13% YoY, the brand lost its share in the segment due to production disruption at its Vietnam unit following a fresh COVID-19 outbreak. However, with the launch of the new Z fold 3 and Z flip 3 models at a lower price point compared to their predecessors, Samsung is likely to gain share in H2 2021.
Xiaomi and OPPO both gained share in the segment driven by their premium portfolio-focused expansion in regions like Europe and China. Xiaomi was among the Top 3 players in Europe in the premium segment driven by its Mi 11 series. The OEM has been making efforts to gain from Huawei’s decline, which is now paying off. OPPO also gained share driven by its Reno and Find series in China and Western Europe.
OnePlus entered the Top 3 list for the premium segment in North America driven by its OnePlus 9 Series. The OEM gained both from LG’s exit and Samsung’s supply constraints.
Within the premium segment, while all the price bands saw growth, the highest growth (182% YoY) was seen in the ultra-premium band (>$800). This was mainly due to the strong momentum of the iPhone 12 Pro Max and iPhone 12 Pro. The Pro versions were launched later than the usual September date, causing demand to spill over to the subsequent months. Apple captured close to 75% of the ultra-premium segment, compared to 54% a year ago. This shift also indicates that more consumers now prefer high-end devices after realizing the importance of smartphones to them during the COVID-19 lockdowns. A section of consumers also had extra savings while working from home, which they invested in devices like smartphones.
Sales Market Share by Price Band, Q2 2020 vs Q2 2021
Source: Counterpoint Research Monthly Market Pulse
5G is also becoming a standard offering within the premium segment. The overall penetration of 5G within the premium segment reached 84% in Q2 2021, compared to 35% in Q2 2020. In the $600 and above price band, 95% of devices were 5G capable. The launch of the iPhone 12 series in Q4 2020 gave a boost to the sales of 5G capable devices in the segment.
4G, 5G Penetration in Premium Segment Smartphone Sales
Source: Counterpoint Research Monthly Market Pulse
Going forward, the premium segment is likely to continue its growth momentum. The sales of the iPhone 12 have been very stable in markets like the US even before the launch of the new iPhone series this month. Further, the launch of the Fold series from Samsung and the refresh of iPhones by Apple will also drive growth. With the replacement cycle for iPhone being closer to three years, there is also a significant potential of 5G upgrades in 2021 and beyond.
Xiaomi, OPPO, vivo and OnePlus will also continue to try to gain share in the premium segment. HONOR has also entered the segment in China with its Magic series. There is also the untapped segment of Huawei’s flagship users in China, which is a big opportunity. As the replacement cycle of these users approaches, other OEMs will gain share from Huawei.
*The analysis is based on wholesale ASP
You can also visit our Data Section (updated quarterly) to view the smartphone market share for World, USA, China and India.
Some of our other smartphone market analyses for Q2 2021
• This is the first time ever, in June 2021, Xiaomi has become the number one brand in global monthly smartphone sales (sell-through) volumes
• While this is a great feat for Xiaomi, it could prove to be temporary once Samsung’s production recovers from Vietnam’s COVID-19 wave, but the race has gotten close
Seoul, Taipei, Beijing, London, Boston, Toronto, New Delhi, Hong Kong – August 5, 2021
Xiaomi surpassed Samsung and Apple in June 2021 to become the number one smartphone brand in the world for the first time ever, according to Counterpoint Research’s Monthly Market Pulse Service. Xiaomi’s sales grew 26% MoM in June 2021, making it the fastest-growing brand for the month. Xiaomi was also the number two brand globally for Q2 2021 in terms of sales, and cumulatively, has sold close to 800 million smartphones since its inception in 2011.
Exhibit: Global Monthly Smartphone Sales Share Trends (%)
Source: Counterpoint Research Monthly Market Pulse, July 2021
Commenting on the market dynamics that led to Xiaomi attaining pole position, Research Director Tarun Pathak noted, “Ever since the decline of Huawei commenced, Xiaomi has been making consistent and aggressive efforts to fill the gap created by this decline. The OEM has been expanding in Huawei’s and HONOR’s legacy markets like China, Europe, Middle East and Africa. In June, Xiaomi was further helped by China, Europe and India’s recovery and Samsung’s decline due to supply constraints.”
Commenting on the China market and Samsung supply constraints, Senior Analyst Varun Mishra said, “China’s market grew 16% MoM in June driven by the 618 festival, with Xiaomi being the fastest growing OEM, riding on its aggressive offline expansion in lower-tier cities and solid performance of its Redmi 9, Redmi Note 9 and the Redmi K series. At the same time, due to a fresh wave of the COVID-19 pandemic in Vietnam, Samsung’s production was disrupted in June, which resulted in the brand’s devices facing shortages across channels. Xiaomi, with its strong mid-range portfolio and wide market coverage, was the biggest beneficiary from the short-term gap left by Samsung’s A series.”
Going forward, if the situation in Vietnam does not improve, Samsung’s production is likely to remain hit with Xiaomi continuing to gain share from the Korean brand. However, once Samsung recovers, the ranks are likely to shuffle again.
Please reach out to press (at) counterpointresearch.com for press comments and enquiries.
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.
Boston, Toronto, London, New Delhi, Beijing, Taipei, Seoul – July 13, 2020
The global refurbished smartphone market saw healthy growth across most regions in H2 2020. The market more than made up for the slump in H1 2020 with a modest 4% increase in 2020 compared to 2019 volumes. Counterpoint expects a higher increase in 2021.
The Surge in H2 2020
Due to the sharp deceleration in H1 2020, mainly due to COVID-19, the refurbished smartphone market saw a rise in demand and supply in H2 2020. Commenting on the dynamics of the market, Senior Research AnalystGlen Cardoza said, “While there was limited supply of smartphones in the secondary market in the first half of 2020, there was a sharp increase in both demand and supply during the second half of 2020. When the markets opened, most refurb players saw a surge in resell volumes and trade-ins. All regions saw YoY volume increases in H2 2020. While some markets like LATAM and Southeast Asia took time to recuperate in H2 2020, other regions like the US, Europe, India, and Africa bounced back and tried to increase supply and distribution-related activities.”
Highlighting that Apple had gained share in the secondary market, Research Director Jeff Fieldhack said, “There has been no slowdown in the appetite for Apple within the secondary market. In fact, over the past year, it has increased compared to its competitors. Apple’s share in the global market for new smartphones was just over 13% in H2 2020. Its share in the secondary market over the same period was over 44%. In addition, Apple’s secondary market ASPs (average selling prices) are almost three times higher than the average of all its competitors. Even with the rollout of 5G by over 150 mobile operators in over 70 countries, the demand and ASPs for Apple’s refurbished LTE portfolio remain elevated. This is helping Apple grow its installed base as many of the Apple buyers in the secondary market are first-time buyers.”
Additional trade-in offers and a focused approach on circular economy initiatives are fueling the demand in developed regions like Europe. In contrast, developing regions like India and Africa are showing a higher proportion of new businesses and improvements in domestic tech and repair capabilities. Cardoza added, “China is slowly becoming a more difficult market for the secondary market. There is still high demand, but costs have increased for key components. Also, there is more oversight at international ports. The China–US trade war has also added more risk, making many buyers more conservative in their purchases. We expect more secondary market volumes to move to other areas such as Africa, Japan, India, and Europe. There are established secondary market companies, with new companies also moving into these regions. There is also an appetite for flagships from premium brands but at mid-tier pricing.”
Background:
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:
Jeff Fielhack
Glen Cardoza
Follow Counterpoint Research press(at)counterpointresearch.com
In order to access
Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information
When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.
How to unsubscribe and Termination
You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time.
In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.
Website Content and Copyright
This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.
Changes or Updates to the Website
The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information:
While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.
Third Party Links:
This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.
Cookies and Tracking
We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans. Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.
Source: Counterpoint Research Handset Model Sales
Source: Counterpoint Research Handset Model Sales
Source: Counterpoint Research Handset Model Sales
