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2023 Global Smartphone Shipments to Hit Lowest Level in Almost a Decade

Global smartphone shipments in 2023 are expected to shrink by 5% YoY to reach 1.2 billion.
However, the shipments are expected to increase by 3% YoY in Q4 2023.
The iPhone 15 Pro series’ share in the overall iPhone 15 series is projected to increase to 65% in Q4 2023.
India will become Apple’s new growth focus, but the brand’s underperformance in China will hinder its growth in 2024.

London, San Diego, Seoul, New Delhi, Beijing, Buenos Aires, Hong Kong – November 30, 2023

Global smartphone shipments in 2023 are projected to decline 5% YoY to reach 1.2 billion, the lowest level in almost a decade, according to Counterpoint Research’s Smartphone 360 Global Smartphone Shipment Forecast. However, the shipments are expected to increase by 3% YoY in Q4 2023 to reach 312 million units.

North America (NAM) and Europe’s shipments are expected to remain stagnant. But China and emerging markets such as the Middle East and Africa (MEA) and India have managed to break out from their declines and will recover to become the new drivers of growth in the smartphone market from Q4 2023 onwards.

Apple, the usual market leader in Q4 with its newly launched series, is expected to record a volume decline of 3% YoY in Q4 2023, mainly due to Huawei’s aggressive expansion in China and prolonged delay in smartphone upgrades in Japan. However, Apple will try to offset the underperformance in volume terms by growing in value terms with a better product mix. In Q4 2022, the shipment share of the iPhone 14 Pro series in the entire iPhone 14 series was 61%. In Q4 2023, however, the iPhone 15 Pro series’ portion in the iPhone 15 series is projected to increase to 65%.

Global Smartphone Market Shipments, 2013-2024F

Source: Counterpoint Research

After destocking efforts end with a relatively healthy inventory by the year-end, smartphone shipments in 2024 are projected to grow by 3% YoY. We can also expect a recovery focused on emerging markets, backed by increasing consumer confidence and improving macroeconomic conditions.

Apple will be just in line with the market growth in 2024 while facing pressures in its traditional markets. The retention of high interest rates in the US, which hit consumer spending, and intensifying competition in China’s premium smartphone market, mainly due to Huawei, are expected to hinder Apple’s growth throughout 2024.

Huawei, driven by its newly launched Mate 60 5G series and older P-series 4G devices, recorded an enormous success in Q3 2023. Assuming that Huawei can expand the production of its Kirin SoCs via partnerships, the brand is expected to continue to grow 37% YoY in 2024.

Associate Director Liz Lee said, “India, maintaining its momentum for premiumization, is expected to become Apple’s new growth focus. Apple’s India shipments are predicted to grow 23% YoY in 2024. However, due to its underperformance against Huawei in China, Apple’s global market share will unavoidably decline slightly YoY in Q4 2023 and across 2024.”

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.

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press(at)counterpointresearch.com

Report: China Foldable Market Consumer Survey

China Foldable Market Consumer Survey

REPORT

PDF | 21 pages
Published date: November 2023

Overview

Counterpoint Research conducted a survey targeting high-end smartphone users in China to explore their ownership, opinions, and preferences regarding foldable smartphone form factors. The study sheds light on users’ receptiveness to foldable smartphones, their inclinations toward various foldable designs, and the primary concerns within this segment. Additionally, the research delves into future preferences for foldable smartphone purchases.

The survey, sponsored by HONOR, utilized an online quantitative questionnaire to collect responses from individuals owning smartphones valued at $400 and above. The sample included 1,043 individuals, representing a diverse group categorized by age, education, gender, and occupation. Data collection took place in October 2023.

Table of Content

Key Takeaways
China Foldable Market Overview
- China Foldable Smartphone Sales by Quarter
- China Foldable Smartphone Market Share and Top Models, Q3 2023
- China Foldable Smartphone Shipment Forecast
Foldable Survey Insights
- Willingness to Purchase Foldables
- Reasons to Choose Foldables
- Clamshell vs Book-type
- Book-type Study: Price, Weight and Thickness
- Durability of Foldables Top Concern of All Surveyed Users
- Key Features When Selecting Foldable Models and Brands
Appendix
- Demographic Split
- Research Design: Methodology

KEY HIGHLIGHTS

Infographic: Mobile Market Monitor
(Q1 and Q2 2023)
Global Smartphone Shipments Market Data
(Q3 2021 – Q2 2023)
China Smartphone Shipments Market Data
(Q1 2022 – Q2 2023)
US Smartphone Shipments Market Data
(Q1 2022 – Q2 2023)
India Smartphone Shipments Market Data
(Q1 2022 – Q2 2023)

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October Global Smartphone Sales Break Two-Year Losing Streak, Path Set for Gradual Recovery

In October 2023, the global monthly smartphone sell-through recorded its first YoY growth since June 2021, breaking the streak of 27 months of consecutive YoY declines.
October also marked the biggest monthly smartphone sales since January 2022.
Emerging markets led the recovery, with MEA showing the highest YoY growth, followed by China and India

London, Boston, Toronto, New Delhi, Hong Kong, Beijing, Taipei, Seoul – November 22, 2023

Global monthly smartphone sell-through volumes grew 5% YoY in October 2023, the first month to record YoY growth since June 2021 and break the streak of 27 consecutive months of YoY declines, according to preliminary numbers from Counterpoint Research’s Smartphone 360 Monthly Tracker.

Global Monthly Smartphone Sell-Through returns to YoY growth after 2 years

Global smartphone sales have been under stress for the last two years due to factors including component shortages, inventory build-up and lengthening of replacement cycles. These issues have been compounded by an uncertain macroeconomic environment.

The growth in October was led by emerging markets with a continuous recovery in the Middle East and Africa (MEA) region, Huawei’s comeback in China and festive season onset in India, which punched far above its weight to account for the largest share of monthly global gains. Developed markets with relatively higher smartphone saturation have been slower to recover.

Another growth factor has been the late launch of the iPhone 15 series when compared to last year. The one-week delay this year meant the full effect of the new iPhone sales was felt in October.

Following this strong growth in October, we expect the market to grow YoY in Q4 2023 as well, setting out on a path to gradual recovery in the coming quarters.

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.

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press(at)counterpointresearch.com

Early Look iPhone Numbers Show Waning China vs Vibrant US

iPhone 15 series first 17 days unit sales in China down 4.5% compared to iPhone 14
Excluding the Plus, which was released three weeks late last year, sales declines exceeded 10%
Early US numbers show opposite trend with robust demand across all models, especially Pro Max

Beijing, Hong Kong, London, New Delhi, Boston, Seoul – October 17, 2023

iPhone 15 series unit sales for the first 17 days of sales in China is underperforming last year’s iPhone 14, according to preliminary data from Counterpoint Research’s Smartphone 360 Weekly Smartphone Sales Tracker. The data is in contrast to early US numbers coming in which reflect robust demand across all models, especially the Pro Max.

“China’s headline numbers for the 15 series are in the red, and this is a reflection of the broader decline in consumer spending,” says Mengmeng Zhang. “But the shorter pre-holiday shopping period coupled with supply mismatches on the Pro Max (with consumers shying away from blue) could push some of the demand to calendar Q4.”

Source: Counterpoint Research Smartphone 360 Weekly Tracker, China.

Early US numbers are in stark contrast to China, with the first 9 days of iPhone 15 sales showing double-digit increases in overall unit sales and healthy demand across Base, Pro and especially Pro Max models.

“The US is hot right now with back-to-back stellar weekends for the new iPhone. Overall reception of the 15 series has been very positive and we’re expecting a major upgrade cycle from iPhone 11 and 12 users,” says Jeff Fieldhack, Research Director for North America. “Of course, we’re talking about the first couple weeks of sales, but it’s a positive sign and takes a lot of sting off the China numbers.”

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the technology, media and telecom (TMT) 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.

Counterpoint Research
press(at)counterpointresearch.com

China’s EV Makers Face Q2 2023 Domestic Slowdown as Overseas Markets Set to Overtake 10% Milestone

China’s EV market growth continued to slow, with Q2 2023 EV unit sales seeing a rise of only 37% YoY – lower than the global average
Strong results from four of China’s big 5 EV makers were offset by a mix of tepid and disappointing results across a range of key manufacturers
Chinese OEMs look prepped to expand globally, with share of global (ex-China) auto sales set to pass a significant 10% milestone in Q3 2023
SAIC Group and BYD Auto account for the bulk of exports, with the latter well positioned for long-term growth as it enters Europe in earnest later this year

Beijing, Hong Kong, London, New Delhi, Boston, Seoul – September 8, 2023

According to Counterpoint Research’s latest China Passenger Electric Vehicle Tracker, Q2 2023 battery electric vehicle (BEV) unit sales in the country grew only 37% YoY, lower than the global average of 50%, highlighting a slowdown in domestic growth as the frail Chinese economy impacted demand in the world’s biggest EV market.

BYD Auto and Tesla continued to dominate unfazed, accounting for more than one-third of domestic unit sales. But the market also saw GAC Group establish itself as a solid number three on the back of strong demand for its line of compact Aion sedan and hatchbacks as it aggressively reduced prices in the midst of a price war.

“We’re also seeing strong numbers from several mid-sized domestic players that are having success across a broad range of vehicles – from sub-compact city cars through to long-range luxury cruisers. But many automakers are struggling as the market eases,” notes Ethan Qi, Associate Director. “China’s a big market but there’s also a lot of small carmakers, so any kind of slowdown and you’re probably going to see some consolidation as weaker companies inevitably exit.”

China Passenger EV* Unit Sales Share and YoY Growth by Auto Group

Source: Counterpoint Research China Passenger EV Tracker. *Battery electric vehicles (BEV) only.

Many Chinese OEMs are looking externally for growth and are gaining a foothold in markets like Europe and Asia. “If you exclude China, by far the biggest market for EVs globally is Western Europe. It’s not China, but growth has started to accelerate this quarter,” says Qi. “Right now it’s all about MG, the SAIC-owned British badge that’s spearheading Chinese growth in the region with its compact cars and SUVs. It’s filling a vacuum in the affordable segment, where traditional names are struggling to supply consumers with EVs in that $20,000 – $40,000 sweet spot. This is where Chinese brands have a lot of depth.”

Chinese OEM Overseas EV Sales and Market Share

Source: Counterpoint Research Global Passenger EV Tracker

BYD Auto is enjoying success across a diverse group of markets mainly in Asia, but it is gearing up for Europe growth with new models to be shipped into the region later this year.

Ivan Lam, Senior Analyst, Manufacturing, notes, “BYD has all the classic advantages of a Chinese tech company including scale and proximity to the supply chain. What makes them stand out even more is their vertical integration right through to the battery. This helps them dominate at home. And as they expand production outside China, it will also make them a serious threat to global competitors.”

“I wouldn’t be surprised if they’re able to grab a lot of share quickly because of the latent demand for affordable EVs in Europe. And a planned 2025 factory will only bolster their advantage over the long term,” muses Lam. “The maxim ‘If you can make it in China, you can make it anywhere’ really does apply here.”

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

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Navigating Permanent Roaming for IoT: Challenges and Solutions

The growing IoT ecosystem has brought forth its own set of challenges. One such challenge is permanent roaming.
While many countries allow permanent roaming without significant constraints, some big countries have implemented limitations on this practice.
There are multiple ways to circumvent the problem of permanent roaming. These include eSIM, Multi-IMSI, aggregator platforms, and dynamic network selection algorithms.

The Internet of Things (IoT) has revolutionized the way we interact with the world around us. From smart homes to industrial automation, IoT devices are playing a pivotal role in enhancing efficiency and convenience. However, the growing IoT ecosystem has brought forth its own set of challenges. One such challenge is permanent roaming, a phenomenon that has gained significance due to the global nature of IoT deployments. In this blog, we will delve into the concept of permanent roaming for IoT, discuss the challenges it poses, and explore potential solutions.

Understanding permanent roaming for IoT

Permanent roaming in the context of IoT refers to the practice of utilizing cellular connectivity across different geographical locations on a consistent basis. Unlike traditional mobile phones, which might roam temporarily when users travel, IoT devices often need to maintain connectivity across various regions for extended periods. This is a fundamental requirement for IoT devices used in logistics, remote monitoring, agriculture and other activities.

While many countries allow permanent roaming without significant constraints, some big countries have implemented limitations on this practice. The map below shows countries where permanent roaming is banned and those where local carriers have imposed restrictions.

Countries that prohibit permanent roaming include India, China, Brazil, Saudi Arabia, Egypt, Nigeria, Turkiye (formerly Turkey), UAE and Singapore. Besides, mobile operators in the US, Canada and Australia have imposed restrictions on permanent roaming within their networks, effectively imposing a ban on this practice in these countries. Remarkably, these 12 countries collectively cover more than 50% of the world’s population and account for well over three-quarters of the IoT market.

Challenges posed by restrictions on permanent roaming

IoT devices are typically deployed on a global scale, leading to a complex scenario where these devices are connected to multiple mobile network operators (MNOs) across different countries. Imagine an electric car company that markets its vehicles across various regions. In countries where permanent roaming is not allowed, the company must procure local connectivity. This situation presents a host of challenges that ripple through the operational landscape:

Complex network management: Handling connections to multiple networks becomes really complex. Each network might have different prices, coverage areas and technical needs. The process of harmonizing such distinct facets is likely to be intricate and time-consuming.
Dealing with many partners: The company needs to work with different network partners. This means making deals, managing money and ensuring good service quality across networks. Besides, multiple networks means multiple bills and contracts. All of these tasks together can become very complicated and hard to manage as this activity is not core to the business.
Higher costs: Because of the rules against permanent roaming, the company has to pay more money to set up connections in each country. This extra cost can make things difficult and might affect how much the company can grow.
Less flexibility: Without the ability to use permanent roaming, the devices might not work as well when they move between countries. This can be a problem for customers who expect a consistent experience.
More planning needed: Since the company can’t rely on the same connection everywhere, it needs to plan ahead. This can slow things down and make expansion harder. There could be issues related to data sovereignty and compliance that may require additional planning.

Solutions for permanent roaming

There are multiple ways to circumvent the problems associated with permanent roaming. However, it is critical to select a managed service provider that has tie-ups with local MNOs/MVNOs. Alternatively, direct MNO relationships can be managed using aggregator connectivity management platforms.

eSIM (embedded SIM): eSIM technology is a game changer in the IoT landscape. It enables devices to have programmable SIM cards that can be remotely provisioned over the air. With eSIM, IoT devices can switch between different MNOs without requiring a physical SIM card replacement, thus simplifying the management of connectivity. Using eSIM, it is possible to switch between a local profile and multiple roaming profiles every 90 days to avoid permanent roaming. Many managed service providers have this workaround to avoid permanent roaming. The new IoT eSIM specifications will further simplify the provisioning and orchestration of connectivity.

Multi-IMSI (International Mobile Subscriber Identity): Multi-IMSI solutions allow a single physical SIM card to have multiple IMSIs from different MNOs. This enables the device to seamlessly switch between networks while maintaining a single SIM card. By intelligently selecting the optimal IMSI based on factors like network quality and cost, Multi-IMSI solutions optimize connectivity and reduce operational complexities. However, the managed service provider needs to have a local presence or tie-ups.

Aggregator platforms: Aggregator connectivity management platforms (CMPs) act as intermediaries between IoT device owners and various MNOs. These platforms offer a unified interface for managing connectivity, provisioning, billing, and reporting across multiple networks. By consolidating these tasks, aggregator platforms simplify the management of permanent roaming for IoT devices. A new set of aggregator CMPs like IOTM and ConnectedYou is targeting enterprises instead of carriers to solve the problem of managing multiple networks.

Some of the aggregator platforms offer Dynamic Network Selection Algorithms. Smart algorithms can be implemented in IoT devices to dynamically select the most suitable network based on parameters such as signal strength, latency and cost.

Conclusion

With the IoT landscape continuing to expand globally, the challenges associated with permanent roaming are becoming more pronounced. However, with the advent of innovative solutions such as eSIM, Multi-IMSI, aggregator platforms, and dynamic network selection algorithms, these challenges can be effectively mitigated. These solutions not only simplify the management of connectivity but also enhance cost-effectiveness and operational efficiency for IoT deployments. The key is to find the right managed services partner, which has a platform that enables easy management of connectivity.

2023 Global Smartphone Shipments to Hit Decade Low As Apple Inches Closer to Top Spot

2023 is on track to be the worst year for global smartphone shipments in ten years
Regional macro risks are extending smartphone replacement rates to record levels
Asia ex-China/India, North America and China likely biggest drivers of negative growth, respectively
Apple best positioned amongst key OEMs and could become #1 brand for first time ever
We remain cautious on Q1 2024 and see elevated risk of a delayed recovery into 2024

Boston, Seoul, Beijing, New Delhi, London – August 17, 2023

According to preliminary figures from Counterpoint Research’s latest Global Smartphone Shipment Forecast, 2023 shipments are forecast to decline 6% to 1.15bn units, the lowest in a decade.

Asia is one of the major hurdles to positive growth, as headwinds halt the economic turnaround anticipated for China at the start of the year, and the broader region experiences intensifying declines across emerging markets.

As well, North America continues to be a major drag on global recovery, with a disappointing 1H setting it up for double-digit full year declines. Despite strength in the jobs market and inflation falling, consumers are hesitant to upgrade their devices, pushing replacement rates for the US and globally to record highs.“There’s been a decoupling between what’s happening in the economy and consumers buying phones. So far this year it’s been record low upgrades across all carriers,” says Jeff Fieldhack, Research Director for North America.

“But we’re watching Q4 with interest because the iPhone 15 launch is a window for carriers to steal high-value customers. And with that big iPhone 12 installed base up for grabs promos are going to be aggressive, leaving Apple in a good spot.”

In China, “Apple is well positioned as the premium segment continues to gain more share.” states Ethan Qi, Associate Director for China.

Premium and ultra-premium growth is a trend that is happening globally and favors vendors like Apple which have portfolios heavily weighted in the higher segments.

2023 could mark the start of a new era for Apple as a resilient premium market and strong showing in the US could help it become number one globally in terms of annual shipments for the first time ever. “It’s the closest Apple’s been to the top spot. We’re talking about a spread that’s literally a few days’ worth of sales,” muses Fieldhack. “Assuming Apple doesn’t run into production problems like it did last year, it’s really a toss up at this point.”

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 Fieldhack

Ethan Qi

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China Sees Lowest Q2 Smartphone Sales Since 2014; vivo, OPPO, Apple Lead

Smartphone sales in China fell 4% YoY in Q2 2023. The sales continued to decline in April and May, while the 618 e-commerce festival provided a boost in June.
Among OEMs, vivo reclaimed its leadership position with a 17.7% market share. OPPO (including OnePlus) and Apple were in a tie in Q2, each capturing 17.2%.
Apple, Huawei and realme managed to achieve positive YoY growth. Huawei’s smartphone sales grew 58% YoY driven by a bigger product portfolio.
Apple’s sales increased 7% YoY as its position in the premium segment remained unchallenged.

Beijing, New Delhi, Hong Kong, London, San Diego, Buenos Aires, Seoul – July 28, 2023

China’s smartphone sales fell 4% YoY in Q2 2023, reaching the lowest Q2 sales figure since 2014, according to Counterpoint’s Market Pulse Service. The macro headwinds, both internal and external, took a toll on Chinese consumer sentiment.

In April and May, smartphone sales remained weak, while the 618 e-commerce festival provided a boost in June, resulting in a 25% MoM growth. However, despite the sequential increase in June, the relatively weak performance observed during the 618 sales period (June 1 to June 18), with an 8% YoY decline according to Counterpoint’s 618 Sales Period Thematic Report, ultimately led to a 6% YoY decline for the full month of June.

Source: Counterpoint Market Pulse Service Notes: OPPO includes OnePlus; Xiaomi includes Redmi; vivo includes iQOO; Figures may not add up to 100% due to rounding

Among OEMs, Apple, Huawei and realme managed to achieve positive YoY growth. Apple maintained excellent sales performance with 7% YoY growth as its position in the premium segment remained unchallenged. The premium segment has proven to be more resilient during economic headwinds. Even within Apple, the sales share of the more premium Pro models grew from around one-third in Q2 2022 to around half in Q2 2023.

Sales of OEMs excluding Apple dropped 5.5% YoY, with all major Android OEMs except Huawei and realme seeing YoY declines. In terms of market share, vivo reclaimed its leadership position with a 17.7% share driven by a strong performance of the Y35 series, Y8 series and the newly launched S17 series. OPPO (including OnePlus) and Apple were in a tie in Q2, each capturing a 17.2% share.

Notably, OnePlus managed to maintain its strong growth momentum from Q1 2023 and achieved YoY growth of 254% in Q2 on the back of channel support from OPPO. On the other hand, OnePlus played an important role in compensating for OPPO’s limited online presence by using its online-centric business model to effectively tap into the segment.

Huawei’s smartphone sales grew 58% YoY in Q2 2023 as the brand managed to resume normal product launches this year. Leveraging its well-established brand image and strong offline footprint, especially in top-tier cities, Huawei witnessed a surge in sales after resolving its product shortages.

HONOR and Xiaomi saw their market shares drop in Q2 2023 on escalating competition. But HONOR has been catching up in offline presence in China.

With a disappointing performance in H1 2023, we have revised downwards our 2023 forecast for China’s smartphone market – from flat growth to a low single-digit YoY decrease. While we anticipate an improvement in smartphone sales during H2 when compared to H1, a strong rebound does not seem to be on the horizon as challenges that affected the performance in H1 are likely to persist.

Background

Analyst Contacts

Shenghao Bai

Alicia Gong

Counterpoint Research

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China Smartphone Sales Declined 8% YoY During 618 Period in 2023

Weak customer demand amid economic headwinds hit smartphone sales during the 618 period this year (June 1-June 18).
vivo took the biggest market share during the sales period while Huawei experienced significant growth.
Online-centric Xiaomi increased most sequentially this year. It offered bigger discounts on select high-memory products.
Our forecast for China’s smartphone market has been revised downwards to reflect the latest developments.

China’s smartphone sales fell 8% YoY during the 618 sales period in 2023 (June 1-June 18), indicating weak customer demand for smartphones amid economic headwinds, according to Counterpoint’s 618 Sales Period Thematic Report. In terms of the competitive landscape for smartphone brands, vivo secured the largest share in the 618 sales period this year, capturing 18.2% of the market. vivo was followed by Apple at 17.9% and HONOR at 15.4%.

Apple continued to excel in the premium segment, exhibiting an 8% YoY increase without facing any significant competition. To boost iPhone sales during the 618 period, e-commerce websites offered discounts of around 20%.

Huawei saw a substantial 52% YoY growth in sales. The company declared that it had resumed normal product launches this year, unveiling smartphones ranging from the Mate X3 to Enjoy 60 series in H1 2023, covering almost all price segments. The accelerated pace of product launches is expected to contribute to Huawei’s sustained rapid YoY growth in H2 2023.

Note: 2023 618 period starts from June 1st to June 18th; vivo includes iQOO; Xiaomi includes Redmi.
Source: Counterpoint Market Pulse Service

The price cuts implemented by OEMs proved effective in helping the market recover from the significantly low smartphone sales witnessed in May and April. During the June 1-June 18 period, the total market sales increased by around 30% compared to the previous 18 days.

Online-centric Xiaomi increased most this year in sequential terms. It offered bigger discounts on select high-memory products. Xiaomi also expanded its product portfolio by introducing the K60 16GB+1TB variant at a competitive price of RMB 2,899 (~$400).

The weak sales during the 618 period also fell short of earlier expectations, despite efforts by most Android OEMs to entice consumers with price cuts. Due to the uncertain economic outlook, consumers were more cautious in their spending, including on durable goods like smartphones.

As a result, we have revised downwards our 2023 forecast for the China smartphone market, from flat growth to a low single-digit YoY decrease.

White Paper: China Premium Smartphone Market

China Premium Smartphone Market

WHITE PAPER

PDF | 17 pages
Published date: June 2023

Overview

Though China’s smartphone annual shipments have trended down for years, the high-end segment has shown solid growth and demonstrated potential for further expansion. Chinese OEMs have rolled out dual-flagship strategies, namely flat flagship + foldable flagship smartphones, aiming to capture the premiumization trend and increase their market shares in the premium segment. This report provides an in-depth analysis of the China high-end smartphone segment, its growth potential, and the newly unveiled premium strategies of smartphone OEMs, and others.

Table of Content

Chapter 1. China Smartphone OEMs Seek High-Quality Growth
- China High-End Smartphone Sales Second Biggest in the World; Potential for Further Expansion
- Chinese Flagship Smartphones Spec Upgrades; Boosting Demands
Chapter 2. Dual Flagship Strategy Help Android Segment Grow
- Flat Flagship Smartphone With Extreme Photography Experience
- Foldable Smartphone Provided New Growth Power
- China Foldable Market Become Diversified
- China Foldable Market Outlook
Chapter 3. OPPO’s Market Performance in China
- Flat Photography Flagship Find X Series
- Foldable Flagship Find N Series
Chapter 4. Conclusion

Authors

Ethan Qi

Associate Director

Mengmeng Zhang

Senior Analyst

Archie Zhang

Research Analyst

KEY HIGHLIGHTS

Infographic: Mobile Market Monitor
(Q1 and Q2 2023)
Global Smartphone Shipments Market Data
(Q3 2021 – Q2 2023)
China Smartphone Shipments Market Data
(Q1 2022 – Q2 2023)
US Smartphone Shipments Market Data
(Q1 2022 – Q2 2023)
India Smartphone Shipments Market Data
(Q1 2022 – Q2 2023)

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Insights Tag： china

2023 Global Smartphone Shipments to Hit Lowest Level in Almost a Decade

Report: China Foldable Market Consumer Survey

China Foldable Market Consumer Survey

PDF | 21 pages
Published date: November 2023

KEY HIGHLIGHTS

CONTRIBUTORS

October Global Smartphone Sales Break Two-Year Losing Streak, Path Set for Gradual Recovery

Early Look iPhone Numbers Show Waning China vs Vibrant US

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