India Smartphone Market Share: Quarterly

India Smartphone Shipments Market Data (Q2 2022 – Q3 2023)

Published date: November 10, 2023

A repository of quarterly data for the India smartphone market share. This data is a part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

Source: Market Monitor Service

India Smartphone Shipments Market Share (%)
Brands	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023	Q3 2023
Samsung	18%	19%	20%	20%	18%	17%
Xiaomi	19%	21%	18%	16%	15%	17%
vivo	17%	14%	18%	17%	17%	16%
realme	16%	14%	8%	9%	12%	14%
OPPO	11%	10%	11%	12%	11%	10%
Others	19%	22%	25%	26%	27%	26%

*Ranking is according to the latest quarter.

Highlights:

India’s smartphone shipments remained flat in Q3 2023 (July-September) even as Apple recorded its highest ever quarterly shipments during the period.
In Q3 2023, the share of 5G smartphone shipments reached 53%. The main growth driver was OEMs pushing multiple launches in the INR 10,000-INR 15,000 (~$120-$180) segment.
With a 17.2% share, Samsung remained the market leader for the fourth consecutive quarter.
Experiencing a high-growth phase in India, Apple recorded 34% YoY growth. Q3 2023 also marked the best quarter for Apple’s shipments in the country, which crossed 2.5 million units.
vivo was the fastest growing brand among the top five, registering 11% YoY growth
In Q3 2023, OEMs focussed on launching new devices and filling in channels to prepare for the festive season ahead.

Click here to read about India smartphone market in Q3 2023.

The smartphone market share numbers are from:

MOBILE DEVICES MONITOR – Q3 2023 (Vendor Region Countries)

This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

The deliverable includes

• Single pivot format giving in-depth analysis of the global handset market
• Covers 140+ brands now in comparison to 95 brands earlier
• Break out of 3 key countries in each region to give a further granular view of the regions
• 18 countries view as compared to six earlier
• Covers more than 95% of the global handset shipments
• More visuals and analysis by country and by regions

This robust quarterly report with fact-based deep analysis covering multiple dimensions will help players across the handset value chain to holistically analyze the current state of the global handset market and plan ahead of the competition.

Related Posts:

Data on this page is updated every quarter

This data represents the Indian smartphone market share by quarter (from 2021-2023) by top OEMs. The Indian market is one of the fastest growing smartphone markets worldwide.

For detailed insights on the data, please reach out to us at contact(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.

Q2 2023 Highlights

Published date: August 17, 2023

Highlights:

India’s smartphone shipments declined 3% YoY in Q2 2023 (April-July). Though it was the fourth consecutive declining quarter, the magnitude of the decline reduced considerably.
5G smartphones’ contribution to total smartphone shipments reached a record of 50%.
With an 18% share, Samsung led India’s smartphone market for the third consecutive quarter. It was also the top 5G brand.
vivo maintained its second position. It was the only brand among the top five to experience YoY growth.
Samsung surpassed Apple to become the top premium segment (>INR 30,000 or ~ $366) brand. Apple continued to lead the ultra-premium segment (>INR 45,000 or ~$549) with a 59% share.
OnePlus was the fastest growing brand with 68% YoY growth, followed by Apple with 56% YoY growth.

Click here to read about India smartphone market in Q2 2023.

India Smartphone Shipments Market Share (%)
Brands	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023
Samsung	20%	18%	19%	20%	20%	18%
vivo	15%	17%	14%	18%	17%	17%
Xiaomi	23%	19%	21%	18%	16%	15%
realme	16%	16%	14%	8%	9%	12%
OPPO	9%	11%	10%	11%	12%	11%
Others	17%	19%	22%	25%	26%	27%

*Ranking is according to the latest quarter.

Q1 2023 Highlights

Published date: May 9, 2023

Highlights:

Q1 2023 (January-March) was the third consecutive quarter to see a decline in India’s smartphone shipments.
5G smartphones’ contribution to total smartphone shipments reached a record of 43%.
With a 20% share, Samsung led the Indian smartphone market for the second consecutive quarter. It was also the top 5G brand.
vivo captured the second spot and became the leading brand in the affordable premium segment (INR 30,000-INR 45,000, ~$370-$550)
Apple continued to lead the premium and ultra-premium segments, with strong growth in offline channels.
OnePlus was the fastest growing brand, followed by Apple.5G smartphones in India captured a 32% share in 2022. Samsung became the top-selling 5G brand in 2022 with a 21% share.

Click here to read about India smartphone market in Q1 2023.

India Smartphone Market Share (%)
Brands	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023
Samsung	16%	20%	18%	19%	20%	20%
vivo	13%	15%	17%	14%	18%	17%
Xiaomi	21%	23%	19%	21%	18%	16%
OPPO	9%	9%	11%	10%	11%	12%
realme	17%	16%	16%	14%	8%	9%
Others	24%	17%	19%	22%	25%	26%

*Ranking is according to the latest quarter.

Q4 2022 Highlights

Published date: February 3, 2022

Highlights:

Smartphone market in India declined 9% YoY to reach shipments over 152 million units in 2022.
The premium segment (>INR 30,000 or ~$365) contributed 11% to shipments and 35% to market revenue in 2022, the highest ever.
Samsung emerged as the leading brand in Q4 2022. Also, Samsung led the market in 2022 in terms of shipment value share with a 22% share, followed by Apple.
In 2022, Xiaomi market share in India, however, in terms of shipment volume, was 20%. Closely following, Samsung market share in India during that same period was 19%.
In Q4 2022, Samsung led the market, in terms of shipment volume, with a market share of 20%. Xiaomi slipped to third position in Q4 2022.
vivo market share in India in Q4 2022 was 18% helping it capture second spot in terms of shipment volumes.
5G smartphones in India captured a 32% share in 2022. Samsung became the top-selling 5G brand in 2022 with a 21% share.
Apple continued to lead the premium smartphone segment, with the iPhone 13 emerging as the top-selling model.

Click here to read about India smartphone market in Q4 2022.

India Smartphone Market Share (%)
Brands	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022	Q4 2022
Samsung	17%	16%	20%	18%	19%	20%
Xiaomi	23%	21%	23%	19%	21%	18%
vivo	15%	13%	15%	17%	14%	18%
OPPO	10%	9%	9%	11%	10%	11%
realme	15%	17%	16%	16%	14%	8%
Others	20%	24%	17%	19%	22%	25%

*Ranking is according to the latest quarter.

Q3 2022 Highlights

Published date: December 21, 2022

India’s smartphone shipments declined 11% YoY in Q3 2022 to reach over 45 million units
Xiaomi led the market with a 21% shipment share, closely followed by Samsung.
One in three smartphones shipped during the quarter was a 5G smartphone. Samsung led the 5G smartphone segment with a 20% share, closely followed by OnePlus and vivo.
Apple led the premium smartphone segment, followed by Samsung.
For the first time ever, an iPhone (iPhone 13) topped the overall India smartphone quarterly shipment rankings.

Click here to read about India smartphone market in Q3 2022.

India Smartphone Market Share (%)
Brands	Q2 2021	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022
Xiaomi	28%	23%	21%	23%	19%	21%
Samsung	18%	17%	16%	20%	18%	19%
realme	15%	15%	17%	16%	16%	14%
vivo	15%	15%	13%	15%	17%	14%
OPPO	10%	10%	9%	9%	11%	10%
Others	14%	20%	24%	17%	19%	22%

*Ranking is according to the latest quarter.

Q2 2022 Highlights

Published date: August 15, 2022

India’s smartphone shipments grew 9% YoY but fell 5% QoQ to reach almost 37 million units in Q2 2022 (April-June)
Xiaomi led the market in Q2 2022 with a 19% shipment share, closely followed by Samsung.
India’s smartphone installed base crossed 600 million during the quarter.
5G smartphones contributed to 29% of overall shipments. Samsung led the 5G smartphone segment with a 25% share, followed by vivo and OnePlus.
Three out of the top five smartphone models in Q2 2022 were from realme.
Samsung led the premium smartphone market (>INR 30,000), closely followed by Apple.

Click here to read about India smartphone market in Q2 2022.

India Smartphone Market Share (%)
Brands	Q1 2021	Q2 2021	Q3 2021	Q4 2021	Q1 2022	Q2 2022
Xiaomi	26%	28%	23%	21%	23%	19%
Samsung	20%	18%	17%	16%	20%	19%
vivo	16%	15%	15%	13%	15%	17%
realme	11%	15%	15%	17%	16%	16%
OPPO	11%	10%	10%	9%	9%	11%
Others	16%	14%	20%	24%	17%	18%

*Ranking is according to the latest quarter.

Q1 2022 Highlights

Published date: May 15, 2022

India’s smartphone shipments declined 1% YoY to reach over 38 million units in Q1 2022
Xiaomi led the market in Q1 2022 (January-March) with a 23% shipment share. The brand reached its highest ever retail ASP, registering 24% YoY growth
Samsung captured the second spot and was the top 5G smartphone brand in Q1 2022. The brand also led the affordable premium (INR 30,000- INR 45,000) segment.
Among the top five brands, realme was the fastest growing and captured the third spot.
OnePlus’ Nord CE 2 5G was the top 5G smartphone model in Q1 2022
Apple led the premium smartphone market (>INR 30,000) followed by Samsung.

Click here to read about India smartphone market in Q1 2022.

India Smartphone Market Share (%)
Brands	Q4 2020	Q1 2021	Q2 2021	Q3 2021	Q4 2021	Q1 2022
Xiaomi	26%	26%	28%	23%	21%	23%
Samsung	20%	20%	18%	17%	16%	20%
realme	11%	11%	15%	15%	17%	16%
vivo	15%	16%	15%	15%	13%	15%
OPPO	10%	11%	10%	10%	9%	9%
Others	18%	16%	14%	20%	24%	17%

*Ranking is according to the latest quarter.

Q4 2021 Highlights

Published date: February 15, 2022

India’s smartphone market revenue crossed $38 billion in 2021 with 27% YoY growth.
Xiaomi led the market with a 24% shipment share. The brand also reached its highest ever share in the premium segment (>INR 30,000, ~$400) with 258% YoY growth.
Samsung registered its highest ever retail ASP in 2021. The brand led the INR 20,000-INR 45,000 (~$267-$600) price segment with a 28% share.
OnePlus registered its highest ever shipments in India in 2021 and led the affordable premium segment (INR 30,000-INR 45,000, ~$400-$600).
5G shipments registered 555% YoY growth in 2021. vivo led the 5G smartphone shipments in 2021 with a 19% share.
Among the top five brands in 2021, realme was the fastest growing brand. It captured the second position in Q4 2021 for the first time.

India Smartphone Market Share (%)
Brands	Q3 2020	Q4 2020	Q1 2021	Q2 2021	Q3 2021	Q4 2021
Xiaomi	23%	26%	26%	28%	23%	21%
realme	15%	11%	11%	15%	15%	17%
Samsung	24%	20%	20%	18%	17%	16%
vivo	16%	15%	16%	15%	15%	13%
OPPO	10%	10%	11%	10%	10%	9%
Others	12%	17%	16%	14%	21%	24%

*Ranking is according to the latest quarter.

Q3 2021 Highlights

Published date: November 15, 2022

Xiaomi led the market in Q3 2021 with a 22% shipment share. Three out of the top five models during the quarter were from Xiaomi
Samsung led the mid-to upper-tier price segment (INR 10,000 – INR 30,000) with a 22% market share.
OnePlus registered its highest ever shipments in India. Nord series cumulative shipments crossed 3 million units.
5G smartphone shipments crossed the 10-million mark for the first time, vivo leads.
realme led the 5G segment in the sub-INR 20,000 price tier with the highest ever shipments.
Apple led the premium segment (>INR 30,000) with 45% share.

India Smartphone Market Share (%)
Brands	Q2 2020	Q3 2020	Q4 2020	Q1 2021	Q2 2021	Q3 2021
Xiaomi	29%	23%	26%	26%	28%	23%
Samsung	26%	24%	20%	20%	18%	17%
vivo	17%	16%	15%	16%	15%	15%
realme	11%	15%	11%	11%	15%	15%
OPPO	9%	10%	10%	11%	10%	10%
Others	8%	12%	18%	16%	14%	20%

*Ranking is according to the latest quarter.

Q2 2021 Highlights

India’s smartphone market registered its highest ever shipments in H1 2021.
Xiaomi led the market in Q2 2021 with a 28% shipment share. The brand registered its highest-ever ASP (average selling price) in a single quarter due to the strong performance of the Mi 11 series.
Samsung captured the second spot with an 18% share while vivo captured the third spot with a 15% share.
realme became the fastest brand to reach 50 million cumulative smartphone shipments in India.
OnePlus led the premium market (>INR 30,000) with a 34% share.

India Smartphone Market Share (%)
Brands	2020 Q1	2020 Q2	2020 Q3	2020 Q4	2021 Q1	2021 Q2
Xiaomi	31%	29%	23%	26%	26%	28%
Samsung	16%	26%	24%	20%	20%	18%
vivo	17%	17%	16%	15%	16%	15%
realme	14%	11%	15%	11%	11%	15%
OPPO	12%	9%	10%	10%	11%	10%
Others	10%	8%	12%	18%	16%	14%

*Ranking is according to the latest quarter.

Q1 2021 Highlights

India’s smartphone shipments grew 23% YoY to reach over 38 million units in Q1 2021. These were the highest ever first-quarter shipments.
New product launches, promotions and financial schemes, as well as pent-up demand coming from 2020, drove the smartphone market in Q1 2021.
Xiaomi led the market in Q1 2021 with a 26% shipment share. Five out of the top 10 smartphone models in the country were from Xiaomi.
Among the top five brands, Samsung grew the highest at 52% YoY.
OnePlus led the 5G smartphone shipments with a 33% share.
realme had the cheapest 5G offering in Q1 2021.

India Smartphone Market Share (%)
Brands	2019 Q4	2020 Q1	2020 Q2	2020 Q3	2020 Q4	2021 Q1
Xiaomi	27%	31%	29%	23%	26%	26%
Samsung	18%	16%	26%	24%	20%	20%
vivo	21%	17%	17%	16%	15%	16%
Realme	8%	14%	11%	15%	11%	11%
Oppo	12%	12%	9%	10%	10%	11%
Others	14%	10%	8%	12%	18%	16%

*Ranking is according to the latest quarter.

Q4 2020 Highlights

The Indian smartphone market registered a modest 4% decline in the pandemic-hit year.
The market crossed 100 million units in the second half of 2020 for the first time ever.
Xiaomi led the market with a 26% shipment share in 2020, followed by Samsung at 21%.
Among the top five brands, realme grew the highest at 22% YoY in 2020.
Apple witnessed its best ever quarter in Q4 2020, selling more than 1.5 million units.

India Smartphone Market Share (%)
Brands	2019 Q3	2019 Q4	2020 Q1	2020 Q2	2020 Q3	2020 Q4
Xiaomi	26%	27%	30%	29%	23%	26%
Samsung	20%	18%	16%	26%	24%	19%
vivo	17%	21%	17%	17%	16%	15%
Realme	16%	8%	14%	11%	15%	12%
Oppo	8%	12%	12%	9%	10%	10%
Others	13%	14%	11%	8%	12%	18%

*Ranking is according to the latest quarter.

Q3 2020 Highlights

The smartphone shipments registered 9% YoY growth to over 53 million units. This is the highest-ever shipment in a quarter for India
Samsung led the Indian smartphone market with 24% shipment share
Vivo and realme both grew at 4% YoY.
Transsion Group brands (Itel, Infinix and Tecno) regained their market share in Q3 2020, registering 73% YoY growth.

India Smartphone Market Share (%)
Brands	2019 Q2	2019 Q3	2019 Q4	2020 Q1	2020 Q2	2020 Q3
Samsung	25%	20%	18%	16%	26%	24%
Xiaomi	28%	26%	27%	30%	29%	23%
Vivo	11%	17%	21%	17%	17%	16%
Realme	9%	16%	8%	14%	11%	15%
Oppo	8%	8%	12%	12%	9%	10%
Others	19%	13%	14%	11%	8%	12%

*Ranking is according to the latest quarter.

Q2 2020 Highlights

Pent-Up Smartphone Demand after April, May Lockdown Pushes the June 2020 Volumes to Pre-COVID Levels & the Smartphone User Base in India Beyond the Half a Billion Mark.
The smartphone market declined 51% YoY in Q2 2020 as April was a washout.
Xiaomi led the Indian Smartphone Market with a 29% shipment share.
Samsung recovered the fastest, capturing the second spot in the smartphone market with 26%. reaching its highest share in the past two years.
Online channel share reached the highest ever, contributing almost 45% of sales.
During the quarter the unique smartphone userbase surpassed 500 million.

India Smartphone Market Share (%)
Brands	2019Q1	2019Q2	2019Q3	2019Q4	2020Q1	2020Q2
Xiaomi	29%	28%	26%	27%	30%	29%
Samsung	23%	25%	20%	18%	16%	26%
Vivo	12%	11%	17%	21%	17%	17%
Realme	7%	9%	16%	8%	14%	11%
Oppo	7%	8%	8%	12%	12%	9%
Others	22%	19%	13%	14%	11%	8%

*Ranking is according to the latest quarter.

Q1 2020 Highlights

Xiaomi leads the India smartphone market with a 6% YoY growth in Q1 2020 to reach its highest ever market share since Q1 2018.
Vivo grew 40% YoY in Q1 2020 driven by strong performance Y series models.
Samsung’s shipments were driven by its upgraded A and M series (A51, A20s, A30s, and M30s). Samsung managed to hold 3^rd position in Q1 2020 due to launches across several price tiers, especially in the affordable premium segment (S10 Lite, Note 10 Lite).
realme grew 119% YoY in Q1 2020 driven by the newly launched 5i and C3.
OPPO shipments grew 83% in Q1 2020, due to demand for its budget segment devices, A5 2020 and A5s, as well as a good performance for the recently launched A31 and A9 2020 in the offline segment.
Transsion Group brands (Itel, Infinix, and Tecno) reached its highest ever market share in Q1 2020 registering 78% YoY growth.
OnePlus’ growing presence in the ultra-premium segment (>INR 45000, $600) will help it to expand within the same segment with its new 8 Pro series.
Apple grew a strong 78% YoY driven by strong shipments of iPhone 11 and multiple discounts on platforms like Flipkart and Amazon. In the ultra-premium segment (>INR 45000,~$600 ) it was the leading brand with a market share of 55%.
Poco debuted as an Independent brand, got off to a good start by capturing a 2% market share during its first entire month of operations in March 2020. It was also among the top five brands in the INR 15-20K (~$200-$260) price segment.
A GST hike was announced during the quarter which we expect will have an impact on OEMs margins and new launches. A strong dollar and the GST hike will be detrimental to the mobile industry. Due to the hike, most of the OEMs have already increased smartphone prices.

India Smartphone Market Share (%)
Brands	2019 Q1	2019 Q2	2019 Q3	2019 Q4	2020 Q1
Xiaomi	29%	28%	26%	27%	30%
Vivo	12%	11%	17%	21%	17%
Samsung	23%	25%	20%	18%	16%
Realme	7%	9%	16%	8%	14%
Oppo	7%	8%	8%	12%	12%
Others	22%	19%	13%	14%	11%

*Ranking is according to the latest quarter.

Q4 2019 Highlights

The India smartphone market grew 7% YoY in both Q4 2019 and in 2019 due to the expansion of Chinese brands with their aggressive pricing and promotional strategy.
Xiaomi grew 7% YoY in Q4 2019 and 5% YoY in 2019 driven by expansion in offline channels and the strong performance of its Redmi Note series.
Vivo grew 76% YoY in 2019 and 132% YoY in Q4 2019 driven good performance of its budget segment series.
Samsung shipments remained almost flat YoY in 4Q19, while it has shown a 5% YoY decline in 2019 as a whole. Samsung shipments were driven by its upgraded A and M series (A50s, A30s, M30s and A20s).
OPPO shipments almost doubled YoY in Q4 2019, due to demand for its budget segment device A5s and the good performance of its recently launched devices A9 2020 and A5 2020 in the offline segment.
realme grew 255% in India in 2019. The growth of realme was driven by an aggressive go-to-market strategy that involved launching several industry-first features with a strong design language. This is resonating well among young consumers seeking value-for-money devices.
Transsion Group (Itel, Infinix, and Tecno) reached its highest ever market share in Q4 2019. Transsion remained strong in tier 3, tier 4 cities and rural India. Itel was the number one smartphone brand in the entry-level sub-INR 4,000 (US$ 60) price segment, while Tecno and Infinix showcased YoY growth in INR 6000-INR 10000 (US$ 86-US$ 142) segment by bringing aggressive features at lower price-points like 6.6-inch displays, 20:9 aspect ratio, 5000 mAH battery, etc.
Apple was one of the fastest-growing brands in Q4 2019 driven by multiple price cuts on its XR device, thanks to local manufacturing in India.

India Smartphone Market Share (%)	2018 Q4	2019 Q1	2019 Q2	2019 Q3	2019 Q4
Xiaomi	27%	29%	28%	26%	27%
Vivo	10%	12%	12%	17%	21%
Samsung	20%	24%	25%	20%	19%
Oppo	7%	7%	8%	8%	12%
Realme	8%	7%	9%	16%	8%
Others	28%	21%	18%	13%	13%

*Ranking is according to latest quarter.

Click here to read about India smartphone market in Q4 2019.

Q3 2019 Highlights

Xiaomi recorded in highest ever shipments with a 26% share. Its shipments grew 7% YoY driven by good performance of its models in the online segment.
Samsung shipments declined by 4% YoY,however, it has shown 3% growth QoQ driven by its budget segment device Galaxy A2 Core and its upgraded A series and M series (A30s, M30s, A10s, A50s and M10s).
Vivo reached its highest ever share in the India smartphone market driven by good performance of its mid-segment series (vivo S1 and Y17) and increased focus towards the online segment with its recently launched devices U10, Z1X and Z1 Pro.
Realme also recorded its highest ever shipments and is the fastest growing brand registering a 6X growth as compared to last year when it entered the Indian market.
OPPO grew 12% YoY, due to demand for its budget segment device A5s and steady performance of its F11 series.

India Smartphone Market Share (%)	2018 Q3	2018 Q4	2019 Q1	2019 Q2	2019 Q3
Xiaomi	27%	27%	29%	28%	26%
Samsung	23%	20%	24%	25%	20%
Vivo	10%	10%	12%	12%	17%
Realme	3%	8%	7%	9%	16%
Oppo	8%	7%	7%	8%	8%
Others	29%	28%	21%	18%	13%

*Ranking is according to latest quarter.

Q2 2019 Highlights

Xiaomi captured the top spot in Q2 2019 with a 28% share. Its shipments grew 6% YoY driven by portfolio expansion and aggressive offline expansion in the budget segment.
Samsung shipments declined by 7% YoY, however, it has shown 30% growth QoQ driven by refreshed A series and M series, price cuts of older J series and higher channel incentives during IPL season.
OPPO declined 3% YoY, however it has shown 53% QoQ growth due to new launches, consistent performance of its F11 series and increased shipments towards the budget segment (A5s and A1K).
This is the third consecutive quarter that Realme has been within the top 5 brands driven by strong performance of Realme C2 and Realme 3 Pro and various discount offers rolled out on online platforms.
Huawei’s trade ban also impacted India market as its shipments declined YoY, However, the brand continues to be in the top ten smartphone brands category.

India Smartphone Market Share (%)	2018 Q2	2018 Q3	2018 Q4	2019 Q1	2019 Q2
Xiaomi	28%	27%	27%	29%	28%
Samsung	28%	23%	20%	24%	25%
Vivo	12%	10%	10%	12%	12%
Realme	1%	3%	8%	7%	9%
Oppo	9%	8%	7%	7%	8%
Others	22%	29%	28%	21%	18%

*Ranking is according to latest quarter.

Q1 2019 Highlights

The market share of Chinese brands in the Indian smartphone market reached a record 66% during Q1 2019.
Xiaomi remained the smartphone market leader in Q1 2019 with a 29% share, though its shipments declined by 2% YoY.
Samsung’s recorded a strong sell-in of premium Galaxy S10 series which drove overall ASP for Samsung.
Volumes for the Chinese brands grew 20% year-on-year (YoY) mainly due to the growth of Vivo, Realme, and OPPO.

India Smartphone Market Share (%)	2018Q1	2018Q2	2018Q3	2018Q4	2019Q1
Xiaomi	31%	28%	27%	27%	29%
Samsung	26%	28%	23%	20%	24%
vivo	6%	12%	10%	10%	12%
Realme	–	1%	3%	8%	7%
Oppo	6%	9%	8%	7%	7%
Others	31%	22%	29%	28%	21%

*Ranking is according to latest quarter.

Q4 2018 Highlights

India’s overall mobile phone shipments grew 11% and smartphone shipments grew 10% with feature phones growing faster (11%) than smartphones during 2018
In terms of revenue, the market grew even faster with a growth rate of 19% during the year with Samsung, Xiaomi, vivo, OPPO and Apple being the market leaders by revenue.
Jio was the overall market leader across all handset types in 2018, with a market share of 21%.
Samsung has been holding the pole position by shipments in the smartphone market since 2012 when it dethroned Nokia. It was also the category leader in feature phones since 2015.

India Smartphone Market Share (%)	2017Q4	2018Q1	2018Q2	2018Q3	2018Q4
Xiaomi	25%	31%	28%	27%	27%
Samsung	23%	26%	28%	23%	20%
vivo	6%	6%	12%	10%	10%
Oppo	6%	6%	9%	8%	7%
Micromax	5%	3%	1%	9%	5%
Others	35%	28%	22%	23%	31%

*Ranking is according to latest quarter.

Q3 2018 Highlights

Smartphone segment contributed to half of the total handset market during Q3 2018.
Top five brands captured 77% share of the total smartphone market during the quarter.
In the smartphone segment, Xiaomi recorded its highest ever shipments in India in a single quarter driven by the new Redmi 6 series and expansion in offline channels.
Samsung record shipments were driven by J series. Demand for J6 and J8 remained strong. Apart from this it also launched the Android Go edition, Galaxy J2 core, giving it a much-needed offering in the sub $100 segment.

India Smartphone Market Share (%)	2017Q3	2017Q4	2018Q1	2018Q2	2018Q3
Xiaomi	22%	25%	31%	28%	27%
Samsung	23%	23%	26%	28%	23%
vivo	9%	6%	6%	12%	10%
Micromax	6%	5%	3%	1%	9%
Oppo	8%	6%	6%	9%	8%
Others	32%	35%	28%	22%	23%

*Ranking is according to latest quarter.

Q2 2018 Highlights

Smartphone segment contributed to half of the total handset market during Q2 2018.
Top five brands captured a record 82% share of the total smartphone market during the quarter
Apple had a slow quarter as it underwent changes in its distribution strategy. Apart from this, its domestic assembling is yet to pick-up pace, which means the Cupertino giant is still relying on imports for its sales in India.
Xiaomi recorded its highest ever shipments in India during Q2 2018. The growth can be attributed to its strong product and supply chain strategy that has allowed it to launch products with a longer shelf-life than its competitors and that too in the important sub INR 10000 (<US$150) segment.

India Smartphone Market Share (%)	2017Q2	2017Q3	2017Q4	2018Q1	2018Q2
Samsung	23%	23%	23%	26%	28%
Xiaomi	16%	22%	25%	31%	28%
vivo	13%	9%	6%	6%	12%
Oppo	10%	8%	6%	6%	9%
Huawei	1%	1%	1%	3%	3%
Others	37%	37%	39%	28%	20%

*Ranking is according to latest quarter.

Q1 2018 Highlights

The Indian mobile phone market grew by 48% YoY in Q1 2018 driven by strong demand from the featurephone segment. The smartphone market remained flat YoY.
The performance of Chinese brands remained strong, accounting for 57% of the total smartphone market in Q1 2018, up from 53% during Q1 2017. This is the highest ever contribution by Chinese players in the Indian smartphone market.
Huawei’s Honor brand captured the fifth position for the first time ever, in the Indian smartphone market due to the strong performance of Honor 9 Lite and Honor 7X across online channels.

India Smartphone Market Share (%)	2017Q1	2017Q2	2017Q3	2017Q4	2018Q1
Xiaomi	13%	16%	22%	25%	31%
Samsung	27%	23%	23%	23%	26%
vivo	12%	13%	9%	6%	6%
Oppo	10%	10%	8%	6%	6%
Huawei	1%	1%	1%	1%	3%
Others	37%	37%	37%	39%	28%

*Ranking is according to latest quarter.

TECNO, Infinix, Apple Fastest-growing Smartphone Brands in Southeast Asia

Southeast Asia’s smartphone shipment volumes declined 2% YoY but increased 3% QoQ in Q3 2023, signaling a recovery in the region’s smartphone demand.
The fastest-growing brands were TECNO (148%), Infinix (42%) and Apple (19%). All three Transsion brands collectively grew by 62% YoY in Q3 2023.
Samsung led the market with a 21% share, followed by Xiaomi (17%) and OPPO (15%).
Indonesia and Thailand saw flattish growth while other SEA countries like the Philippines, Malaysia and Vietnam declined YoY.
5G smartphones captured 36% of overall shipments in the region.

Jakarta, Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – November 9, 2023

Southeast Asia’s smartphone shipments declined 2% YoY but increased 3% QoQ in Q3 2023, signaling a recovery in the region’s smartphone demand, according to Counterpoint Research’s Southeast Asia Monthly Smartphone Channel Share Tracker. Stronger macroeconomic indicators, aggressive new OEM launches and aggressive promotions by OEMs and other platforms were the main growth contributors. Also, an uptick was seen in the replacement cycles of consumers opting for low-to-mid-tier smartphones. TECNO, Infinix and Apple emerged as the fastest-growing brands during the quarter.

Most key SEA countries like Indonesia, Malaysia, Philippines and Vietnam showed a double-digit decline in Q2 2023, but they improved in Q3 2023, hinting a relief for OEMs ahead of an important festive quarter. However, on an annual level, we foresee a YoY decline of about 8% for the region in 2023.

SEA remains an important market for the tech ecosystem due to its underpenetration in many areas, like online banking, e-wallet usage, online shopping and overall internet usage.

Source: Counterpoint Research Southeast Asia Monthly Smartphone Tracker, September 2023

Key country insights

Indonesia and Thailand saw flattish growth in smartphone shipments while other key SEA countries like the Philippines, Malaysia and Vietnam declined YoY.
In Thailand, the new government launched several initiatives, such as delaying debt payments, lowering energy prices and offering cash handouts, to ease the citizen’s cost of living. This brought immediate effect on commodities. Besides, in September, the government announced visa-free entry for tourists from China and Kazakhstan, bringing much relief to the country’s COVID-hit tourism industry.
In Indonesia, OEMs launched several new models in the middle and end of September. The new launches made up a big share of the overall shipments. During the quarter, Indonesians preferred to wait and watch when it came to spending money. The country is gearing up for its legislative and presidential election in February 2024. We expect Q4 2023 to see more smartphone sales due to aggressive offers.
Vietnam’s economy has picked up with its exports coming back on track. GDP grew 5.33% in Q3 2023, beating expectations. Foreign investment is expected to rise with Vietnam entering strategic partnerships during the prime minister’s visit to the US in September.
In the Philippines, the economy is showing signs of recovery. Consumer confidence has improved. Unemployment is a concern and essentials are still expensive for low-income families. Due to easing inflation, the coming months might see increased household spending. Overall, the household expenditure levels might take some time to recuperate, which might affect smartphone purchases.
In Malaysia, industrial manufacturing is still slowing down due to weaker demand for electrical and electronic products. Weaker exports have added to the decline in GDP as well. Malaysia’s 5G connectivity and penetration are improving now but the overall industry is being affected by China’s economic headwinds.

Source: Counterpoint Research Southeast Asia Monthly Smartphone Tracker, September 2023

Key OEM insights

Beating the trend, Apple’s shipments increased by 19% YoY during the quarter. Apple is still seeing a strong demand for the iPhone 13 and 14 series, adding to the demand for the newly launched 15 series.
Samsung led the market with a 21% share. Its A05 series has entered the market, adding to a strong overall A-series presence. Premium models like the Z Flip 5 and Z Fold 5 along with the S series are contributing as well. Promotions for the brand are centered around these premium models not only in countries like Thailand and Vietnam but also increasingly in countries like Indonesia and the Philippines. This is due to premium smartphone purchases by well-to-do consumers who are least affected by current headwinds. Samsung was the top brand in Indonesia, Thailand and Vietnam in Q3 2023.
Xiaomi’s shipments grew 7%. Its Redmi 12 series has been doing quite well across all key SEA countries. Its promotions and new model launches were also better than most other brands during Q3 2023, which helped the brand increase shipments. Xiaomi was the top brand in Malaysia in Q3.
Transsion witnessed the highest growth during the quarter. Infinix grew 42% YoY, TECNO 148% and itel witnessed a 17% growth. Infinix and TECNO are offering strong base specifications along with a varied model portfolio.
realme saw flat growth during Q3 2023. It was the top brand in the Philippines.

Commenting on brand dynamics in Q3 2023, Senior Analyst Glen Cardoza said, “Samsung and Xiaomi have been able to market their models in a much better manner across all key SEA countries, while sustaining new launches across price ranges, compared to the limited options from brands like OPPO and vivo. Upcoming brands are making a mark as well. Among them, the Transsion brands lead. TECNO and Infinix have either sustained or increased their new model launches, all in the entry to mid-tier segments. The three Transsion brands collectively grew 62% YoY in Q3 2023.”

While 5G penetration still has some way to go in countries like Indonesia, Vietnam and Malaysia, 5G is increasingly becoming a key consideration for consumers. Many consumers want their phones to be 5G ready. During Q3 2023, 5G smartphones captured 36% of overall shipments in the region.

The region’s key macroeconomic parameters like China-ASEAN trade, startup funding and foreign direct investment continue to see YoY declines. Add to this a recovering tourism industry. This has led to low GDP levels across most SEA countries. Price-conscious consumers have waited all year for the situation to get better, spending the least on discretionary items. On the positive side, digital transformation continues even as the industry recuperates slowly. This means that we can expect a better Q4 of 2023.

* Key Southeast Asia countries/markets include Indonesia, Thailand, Philippines, Vietnam and Malaysia.

Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.

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

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MEA Smartphone Shipments Rebound in Q2 2023 on Better Macroeconomic Environment

MEA smartphone shipments increased 1% YoY and 7% QoQ in Q2 2023.
Consumer sentiment picked up during the quarter with falling inflation rates and stabilizing local currencies. These boosted demand for ‘big ticket’ items like smartphones.
Samsung saw a rebound in its shipments and market share during the quarter.
Transsion Group’s shipments grew 2% YoY, or an impressive 14% QoQ, in a typically weak quarter.
Apple continued its steep rise, with shipments up 75% YoY in Q2.

London, Boston, Toronto, New Delhi, Hong Kong, Beijing, Taipei, Seoul – September 5, 2023

Smartphone shipments in the Middle East and Africa (MEA) region increased 1% YoY and 7% QoQ in Q2 2023, according to the latest research from Counterpoint’s Market Monitor Service. This was the MEA smartphone market’s first meaningful rebound in five quarters, or since the global inflation crisis started. Consumer sentiment improved materially during the quarter, as inflation rates fell and local currencies stabilized. This came as a welcome relief for embattled OEMs, which had been sitting on an alarming level of inventory in 2022. They utilized the opportunity to destock and return to a more normal pattern of inventory and product launches.

Commenting on the market’s performance, Senior Analyst Yang Wang said, “The MEA region seems to be the first to come out of the global downturn in the smartphone market. Market activity picked up during the quarter on better macroeconomic environment and consumers could afford to be more optimistic about ‘big ticket’ item purchases. This was reflected in robust Ramadan and Easter sales and throughout the quarter. The encouraging performances show once again that the MEA region could be the last remaining untapped smartphone market. There is still significant potential for large segments of the population to upgrade to smartphones.”Looking at individual brands, Samsung, TECNO and Apple were the biggest winners. Samsung’s rebound can be attributed to the lower-priced Galaxy A series’ strong sales, while new 5G and premium-end models also did well. TECNO, and sister brand Infinix to some extent, performed very well due to better economic conditions, particularly for lower income groups, and aggressive market entries in the Middle East. TECNO and Infinix’s successes, however, can be partly attributed to the cannibalization of itel’s market share. Lastly, Apple had an outstanding quarter to round off a very strong iPhone 14 series cycle. The OEM managed to increase penetration in key Middle East markets with the higher-priced Pro and Pro Max models getting good reception.

On the other hand, Xiaomi retreated 17% YoY as it faced strong competition from Samsung and Transsion brands in the mid-range. Outside of the top 10, OPPO and vivo continued to slide as the availability of the brands’ stock contracted and market penetration activities shrank. However, realme maintained positive momentum due to increasing product availability in new markets.

Commenting on pricing trends in the MEA smartphone market, Wang said, “The premium end is usually an afterthought for the MEA market, but the segment was an outperformer of Q2 2023. The sales of smartphones priced above $800 grew 93% YoY, largely due to Apple’s high-end models in the iPhone 14 series. The OEM’s share increased in key GCC markets, while it was seen making efforts to expand distribution channels in Africa. Apple’s success in the MEA region is another proof of the brand’s strong global appeal. As the process of urbanization and industrialization continues across the region, Apple can expect to remain one of the top OEMs in the region.”

Counterpoint Research’s market-leading Market Monitor, Market Pulse and Model Sales services for mobile handsets are available for subscribing clients.

Feel free to contact us at press@counterpointresearch.com for questions regarding our in-depth research and insights.

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

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Europe’s Q2 2023 Smartphone Shipments Hit 11-year Low

Europe smartphone shipments fell 12% YoY in Q2 2023 to reach lowest since 2012.
Russia only major market to register growth at 4% YoY.
OPPO’s shipments fell 51% YoY hurt by patent issues and difficult market conditions.
2023 smartphone shipments are set to be lower than in 2022.

London, Boston, Toronto, New Delhi, Jakarta, Beijing, Taipei, Seoul – September 1, 2023

European smartphone shipments declined 12% YoY in Q2 2023, marking the lowest quarterly shipment volume since Q1 2012, according to the latest report from Counterpoint Research’s Market Monitor Service.

Western Europe declined by 14% YoY during the quarter while Eastern Europe limited its fall to 8% YoY, despite being in an already battered state. All major European nations performed weakly in Q2 2023, except Russia, which conversely registered 4% YoY growth. However, this was primarily due to lower shipments in Q2 2022 – the first full quarter after Russia’s invasion of Ukraine and the resulting sanctions and market exits of prominent smartphone players.

OPPO had a difficult time in Q2 2023 with patent disputes and uncertainty in several countries, due to which the brand’s shipments dropped 51% YoY. The uncertainty is likely to persist which will result in further shipment declines in the coming quarters.

realme grew 12% YoY, driven primarily by Russia, which accounted for 55% of the brand’s shipments in the region. In Russia, realme benefitted from Samsung and Apple’s market exit, which allowed the company to fill the void left by these heavyweights. Additionally, realme has remained in the second position in Russia for five straight quarters and has been closing the gap with the market leader Xiaomi.

HONOR registered 9% YoY growth during the quarter due to the base effect and its ongoing expansion outside China.

Commenting on the current market dynamics, Research Analyst Harshit Rastogi said, “Despite falling shipment volumes, the higher price bands (wholesale prices exceeding $600) have been capturing a larger share of the market each year. They also have a longer replacement cycle compared to mid-segment and lower-price band smartphones, which further dampens demand. Consequently, OEMs are likely to focus on increasing their ASP and concentrate on services to drive revenue growth in the coming quarters.”

Commenting on market outlook, Associate Director Jan Stryjak commented, “The market is unlikely to make a full recovery `this year and 2023 smartphone shipments are set to be lower than in 2022, marking consecutive decade-low shipments in both 2022 and 2023. While the economic conditions are partly to blame, consumer buying behaviour is also changing, suggesting that a lower level of sales will set a new baseline. However, despite the low shipment volumes, upcoming iterations of Apple’s iPhone and Samsung’s foldables are likely to fare well, prompting a bump in sales volumes 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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Indonesia’s Q2 2023 Smartphone Shipments Drop 10%; OPPO Recaptures Top Spot

Indonesia’s smartphone shipments declined in Q2 2023 due to macroeconomic headwinds.
OPPO overtook Samsung to recapture the top spot with a 21% share.
Top OEMs except Infinix recorded declines. Infinix’s shipments grew 17% YoY.
Xiaomi’s shipment decline softened to 12% YoY in Q2 2023.
5G smartphone shipments in the <$400 price band increased 11% YoY.

Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – August 14, 2023

With macroeconomic headwinds continuing to impact demand, Indonesia’s smartphone shipments declined 10% YoY in Q2 2023, according to Counterpoint’s Monthly Indonesia Smartphone Tracker. The increase in shopping activity during the Eid al-Fitr festivities in April was also lower than last year. Promotions such as price discounts, bundled offers and installment and trade-in schemes failed to have the desired impact on sales. Consumers’ buying interest shifted to accommodating the increased price of commodities like fuel, and household and personal products, along with services availed during the festival season, such as travel.

Indonesia Smartphone Shipments Market Share by OEM, Q2 2022 vs Q2 2023

Source: Counterpoint Monthly Indonesia Smartphone Tracker, 2023

OPPO recaptured the top spot in the market in Q2 2023 with a 21% share, largely supported by its low-end models in the A17 series. The brand continued its aggressive marketing campaign and the models released in the previous quarter, such as the Reno8 T series and Find N2 Flip, had a spillover effect on its visibility in the market. The Galaxy A04 series made a significant contribution to Samsung’s volumes, restricting the brand’s shipment share decline to just 1% point.

Among top OEMs, only Infinix saw an increase in its shipments, at 17% YoY. The brand focused on the <$200 price band, offering better specifications in its models. Besides, Infinix was aggressive with its marketing activities to increase awareness and visibility for the brand. Its newly launched products, such as the Note 30 series, Hot 30 series and the Smart 7 series, contributed significant volumes to the brand’s overall shipments.

Xiaomi’s shipment decline significantly softened to 12% YoY in Q2 2023 from 47% YoY in Q2 2022. Recent initiatives indicated that Xiaomi had worked on strengthening its supply and distribution. The OEM made strong marketing moves during the quarter, such as new product launches and rejigging of discount schemes. Xiaomi sub-brand Redmi’s performance was driven by its newly launched models, especially the Redmi A2 series and Redmi Note 12 series.

5G smartphone shipments in the <$400 price band increased 11% YoY in Q2. Key OEMs in this segment included Samsung with its Galaxy A14 5G, A23 5G and A34 5G series and Xiaomi with its Redmi Note 12 series. Newcomer iQOO Z7 5G series also joined this segment.

Outlook

Looking ahead, we expect a continued macroeconomic recovery in H2 2023 to lift the smartphone market. Senior Analyst Febriman Abdillah said, “Price becomes more crucial considering the current macroeconomic climate, which has increased commodity prices. Giving incentives to consumers, like discounts, bundled offers, bonuses and trade-in schemes, can be one option to keep the market attractive. The incentives may even be relevant for the mid-range and premium segments.”

At the brand level, Xiaomi’s new initiatives to bring prices down may attract consumers and help the brand grow this year. Infinix may grow further as it becomes more popular in the market.

Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.

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Febriman Abdillah

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Philippines Smartphone Shipments Decline 20% YoY in Q2 2023; Xiaomi Rises to Third Spot

Philippines smartphone shipments fell 20% YoY due to sustained low demand driven by a combination of factors like high taxes and inflation.
Xiaomi rose to the third position on the Note 12 series’ success and 19% YoY shipment growth.
Back-to-back launches propelled TECNO’s YoY growth to 73%.
Premium buyers shrugged off higher costs to drive the segment’s 26% YoY growth.
5G smartphones under $200 witnessed 25% YoY growth.

Jakarta, Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – August 10, 2023

Smartphone shipments in the Philippines recorded a 20% YoY decline in Q2 2023 due to sustained low demand driven by a combination of factors such as high consumption taxes, elevated production and distribution costs following public utilities’ privatization, and a weak Peso, according to Counterpoint Research’s Philippines Monthly Smartphone Channel Share Tracker.

Source: Counterpoint Research

Many of the major brands saw significant downswings this quarter. Though realme continued to be the number one brand, its market share reduced to 17.3% after a 37% YoY decline in shipments due to limited product launches and weakened smartphone demand. The brand could keep its number one spot due to the popularity of its C55 model, which was also the market’s top-selling model in Q2 2023, and the C53 model, which was sold out on Lazada overnight. Samsung experienced a YoY shipment decline of 26% in Q2 2023, owing again to fewer model launches and limited promotions in the budget segment.

Xiaomi overtook OPPO to take the third position in the Philippines in Q2 2023. The brand recorded 19% YoY growth boosted by a good reception of its Note 12 series. Xiaomi also held its annual fan festival in April, where it offered promotions, especially on the newly launched Note 12 series and popular 12C model, further fuelling its growth.

OPPO and vivo witnessed shipment declines of 34% and 43%, respectively. Both brands were part of the payday promotions in June, but the offers were restricted more toward the older models to clear inventory. Infinix recorded marginal growth of around 3% but increased its market share to 9.7% to enter the top five brands for the quarter. Its budget Hot 30 series performed well, while the Note 30 series got a good reception as a decent gaming phone.

TECNO performed well in this quarter, recording 73% YoY shipment growth driven by its quick, successive model launches. The newly launched Spark Go and Spark 10 series are doing particularly well due to their competitive prices.

Shipments of smartphones priced less than $200 and in the $200-$399 segment decreased by 22% and 16% YoY, respectively, due to constrained consumer spending. The $400-$599 segment recorded a bigger decline of 54% as it saw fewer launches by major brands such as Samsung and realme.

However, the premium segment (>$600) witnessed a 26% YoY increase, the only segment to show YoY growth. Apple still led this segment with a 43% share. The brand’s official reseller, Powermac, has expanded its Apple Premium Partnership store presence to give Apple customers an enhanced experience along with deals and promotions. Other offers by retailers centered around 0% installments and iPhone bundled offers.

For this quarter, 5G smartphones saw a decline in all price segments except the below $200 segment, which witnessed a 25% YoY growth driven by the introduction of Infinix Zero 5G and Note 30, along with TECNO’s 5G version of the Spark 10 series. Telecom operators are making efforts to keep up with operators like Globe Telecom, which recently rolled out its 5G services at 66 more sites. However, 5G infrastructure development is still slow in the Philippines and is mainly centered around urban areas like Greater Manila, Cebu and Davao.

Outlook

Inflationary pressures have been decreasing in the Philippines, thus giving some relief to consumers. While we may see another quarter of YoY decline, demand is likely to increase, especially with online and offline channel promotions. The premium segment is also expected to do well as Apple and Samsung launch premium models in the coming quarter.

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

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

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

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

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

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

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

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

Feel free to reach us at press@counterpointresearch.com for questions regarding our latest research and insights.

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

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Analyst Contacts:

Harmeet Singh Walia

Tarun Pathak

Jeff Fieldhack

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Fast Charging Powers 80% of Global Smartphone Sales in Q1 2023, Averaging 34W

Smartphones with fast charging (>10 watts) accounted for almost 80% of global smartphone sales in Q1 2023, compared to 74% in Q1 2022.
In Q1 2023, the average power for fast-charging smartphones globally reached 34W, compared to 30W in Q1 2022.
Chinese smartphone brands are leading this trend by introducing higher-wattage charging across different price points.

London, San Diego, New Delhi, Beijing, Buenos Aires, Seoul, Hong Kong – July 20, 2023

Sales of fast charging-capable (>10 watts) smartphones accounted for almost 80% of the global smartphone market in Q1 2023, compared to 74% in Q1 2022 and 29% in Q1 2018, according to Counterpoint Research’s Global Quarterly Smartphone Fast Charging Report. The increasing adoption of fast charging-capable smartphones is attributed to growing smartphone usage and continuous advancements in hardware.

Need for fast charging

Nearly half of all smartphone users spend at least five hours a day on their devices.
They use the smartphone to stay connected with friends and family, browse the internet, stream content, and play games.
Besides, advances in smartphone technology, such as the widespread adoption of 5G connectivity and improvements in cameras, displays and processors, have increased the smartphone’s power requirement while enhancing the overall user experience.

These factors have, in turn, led to the demand for smartphones that can be charged faster to ensure uninterrupted usage for at least a full day. As a result, smartphone brands have recognized the importance of fast-charging capabilities and started to embed them in their portfolios.

Fast charging differentiating feature for smartphone brands

Chinese brands are leveraging fast charging as a selling point to attract consumers. For instance, realme and Xiaomi offer smartphones with power capabilities exceeding 200W. Furthermore, Xiaomi and OPPO recently showcased smartphones with an impressive 300W fast charging capability. These brands aim to provide extremely fast charging speeds, enabling users to charge their phones within a few minutes.

Smartphone brands are focusing on making the fast-charging technology affordable. Smartphone brands are embedding fast charging into their lower-priced models as a differentiating factor. While fast charging has already become a standard feature in the >$200 price segment, smartphone brands are now focusing on providing higher-power charging in this segment to achieve the fastest charging speeds. In Q1 2023, the average power for fast-charging smartphones globally reached 34W, compared to 30W in Q1 2022 and 18W in Q1 2018. Smartphones capable of delivering more than 30W can fully charge a completely drained phone in approximately an hour. Charging a smartphone within an hour can be a compelling selling point for smartphone brands.

Chinese smartphone brands are leading this trend by also introducing higher-wattage charging across different price points, especially in the Chinese market where the average power is 50W. On the other hand, brands like Apple and Samsung have focused more on prioritizing battery safety and overall performance over pushing for higher-power chargers.

A few years ago, it was common for smartphones to require hours to charge. But now it has become the norm for recharging to be accomplished in an hour or less, with the fastest achieving a full charge from empty in a few minutes. However, the race to provide faster charging has reached a point of diminishing returns and we expect a shift in emphasis toward other areas of technology in the smartphone in coming years.

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Karn Chauhan

Shubham Nimkar

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India’s Smart Home Security Camera Shipments Up 48% YoY in Q1 2023

More than 75% of the cameras sold in Q1 2023 were below INR3,000, with INR1,500-INR2,000 most popular (28%).
Indian brands now command two-thirds of the Indian smart security camera market.
CP Plus, Xiaomi and EZVIZ ranked first, second and third, respectively, in Q1 2023.
Three of the top five best-selling models were from CP Plus

New Delhi, Beijing, Hong Kong, Boston, Toronto, London, Taipei, Seoul – June 14, 2023

India’s smart home security camera shipments grew 48% YoY in Q1 2023 (January-March), according to the latest research from Counterpoint’s Smart Home IoT Service. During the period, there was a strong increase in demand for home surveillance products as offices began reopening for working professionals. In Q1 2023, the average selling price of smart security cameras declined considerably YoY, with the INR1,500-INR 2,000 price range emerging as the most popular.

Commenting on the trend, Research Analyst Varun Gupta said, “Safety and security of homes have become a prime concern for most Indian households, which led to an increase in demand for smart security cameras and strong growth in shipments during the quarter. The industry has integrated AI into the devices to provide capabilities such as intrusion detection and motion detection, making household surroundings more secure. These functions have become more accessible in lower-cost cameras, driving overall demand. The shipment share of the INR1,500-INR2,000 price band jumped to 28% in Q1 2023 from 3% in Q1 2022. A decline in cost of components, especially those of memory and Wi-Fi chipsets, have led to a decline in the overall ASP.”

Note: Figures may not add up to 100% due to rounding

Gupta added, “The market remains consolidated. The top three brands took a combined market share of 67% in Q1 2023, with home-grown company CP Plus taking the top spot. Chinese brands, such as Xiaomi and EZVIZ, faced strong competition in the market due to the growth of existing and emerging players. TP-Link also launched smart cameras via its sub-brand Vigi to offer differentiated products to Small and Medium Businesses. Smart security cameras are becoming more popular among small retailers and enterprises due to their ease of use and minimal cost of ownership.”

Commenting on the overall market, Senior Research Analyst Anshika Jain said, “Indian brands now command nearly two-thirds of the Indian smart security camera market, with more than 60% of the products being manufactured in India. The market continues to perform well on online platforms and there has been a significant increase in the offline channels as well, with shipments exceeding 40% for the second consecutive quarter in Q1 2023. This indicates steady growth in the offline retail channels.”

Market Summary

CP Plus by Aditya Infotech cemented its leadership position with 3x YoY growth in shipments in Q1 2023, which helped it capture a 45% market share. It launched several cameras in Q1 2023, particularly in 3MP and 4MP sizes. CP Plus was the top domestic manufacturer of smart security cameras with a 71% share. It has focused on making its products more affordable to consumers mostly via the offline retail market.
Xiaomi ranked second with a 12% market share as its shipments fell 29% YoY in Q1 2023 mostly due to higher inventory levels and seasonal decline. Xiaomi’s Home Security Camera 2i was its best-selling model and second-best-selling camera model in the overall market.
EZVIZ by Hikvision ended Q1 2023 at the third spot with a 10% share. Its shipments declined 38% YoY due to the aggressive pricing by competitors. It has focused more on offering made-in-India cameras to consumers with the C6N as the brand’s best-selling model. EZVIZ offers a wide variety of products and primarily focuses on cameras priced at >INR3,000.
Tapo by TP-Link doubled its shipments YoY and captured the fourth spot with a 9% share. Although the brand has mostly focused on online retail channels, its visibility in the offline retail channels has also improved, especially in the large format stores. C210 was the brand’s bestseller in Q1 2023.
Qubo by Hero Electronix grew 19% YoY and climbed to the fifth position with a 5% market share. It has focused on offering affordable indoor cameras, especially in the INR2,000-INR2,500 price band, while also aiming to improve product visibility in the offline retail channels. The Smart Cam 360 indoor camera was the brand’s best-performing model.

Other Emerging Brands

Imou by Dahua Technologies fell 38% YoY mostly due to its lower popularity compared with other brands and poor visibility in the offline retail channels. Its Ranger series of cameras contributed to more than 60% of its total shipments.
Kent grew marginally YoY in Q1 2023. It has focused on offline and online retail channels and has been a trusted water purifier brand for several years. All its cameras are manufactured in India, and we expect Kent to add more cameras to its portfolio this year.
realme took a spot in the top 10 list in Q1 2023. However, it suffered an 18% YoY fall during the quarter, mostly due to a seasonal decline in demand for its cameras.
Airtel has been one of the latest entrants in this space and is the only brand to offer cloud storage as a service. It aims to build on its existing brand presence to penetrate tier-1 and tier-2 cities.
Zebronics grew significantly in Q1 2023 as it aims to offer affordable products to consumers and small retailers.

Background

Analyst Contacts

Varun Gupta

Anshika Jain

Folllow Counterpoint Research

press(at)counterpointresearch.com

Share of OLED Smartphones at Record High

OLED smartphones share reached 49% in Q1 2023.
iPhones switching to OLED was the inflection point for the tech adoption.
5G penetration in lower price bands limited OLED adoption and slowed the growth rate.

The share of OLED display smartphones in global smartphone sales reached a record high of 49% in Q1 2023, up from 29% in Q1 2020, according to Counterpoint Research’s Global Handset Model Sales Tracker, published in March 2023.

The screen or display has been one of the main factors influencing consumers to purchase a smartphone. OLED display provides a better viewing experience than LCD in several aspects by offering better viewing angles, deeper blacks and increased battery life along with other features. Brands also pushed OLED displays as a differentiating factor due to the leaner and more flexible panels that allow slimmer phones with curved displays in mid-priced and premium segments. Notably, the share of OLED displays in the above $250 wholesale price band reached 94% in Q1 2023.

The launch of the iPhone 12 with OLED display was the inflection point for OLED adoption in smartphones. All iPhones launched since, apart from the SE versions, have been equipped with OLED panels and the adoption of this display technology has increased with each iteration of the device.

In Q1 2023, almost half of all smartphones sold had OLED displays. The rate of adoption reached its highest ever mark in February 2023. However, beyond that the growth rate plateaued due to the following reasons:

5G smartphones penetration has been consistently increasing. Over half of the smartphones sold in Q1 2023 were 5G capable. A push to bring 5G to lower price bands, especially in emerging markets, is a key driving factor for this growth. However, adding 5G also meant increasing BoM costs. Due to increasing costs, certain OEMs have used LCD displays to optimize BoM costs for 5G smartphones, especially in the lower price bands. Close to half of the 5G smartphones sold globally were from the sub-$400 wholesale price band, of which 50% had LCD displays. Meanwhile, in the over $400 band, the share of 5G phones with LCD displays was just 1% in Q1 2023.
Although 5G is advancing, LTE still accounted for over 40% of the total market with a higher presence in price-sensitive developing economies. The use of OLED displays in LTE smartphones has almost halved over the past three years as iPhones, which use OLED, have shifted to 5G, leaving the LTE market mostly to Android devices, which mostly use LCD. The best-selling LTE devices are all entry-level Android smartphones that are mostly equipped with LCD displays. This has played a major role in dampening OLED demand.

Among OEMs, Samsung has been consistently lowering its use of OLED over the years, reaching 41% in Q1 2023, its lowest level in the past three years. This was due to the rise in popularity of Samsung’s LCD-equipped A series smartphones in the entry-level segment. Among major Chinese smartphone players, only Xiaomi increased its OLED adoption, rising to 51% in Q1 2023 from just 18% in Q1 2021, helped by its popular Redmi Note series smartphones with OLED panels. OPPO’s employment of OLED displays decreased slightly YoY during the quarter while that of vivo remained flat. Devices with LCD panels accounted for more than 60% of their sales in Q1 2023. Meanwhile, realme, in its endeavor to deliver 5G smartphones at lower prices, opted for LCDs over OLEDs, thus lowering its OLED adoption to 36% in Q1 2023 from 45% in Q1 2021.

Going forward, smartphones will increasingly adopt OLED, which will cross the 50% mark driven primarily by the launch of new iPhones. Increasing popularity of foldable smartphones, which are all equipped with flexible OLED displays, will also be a contributing factor.

Analyst Contacts

Harshit Rastogi

Top

India Smartphone Shipments Market Data (Q2 2022 – Q3 2023)

MOBILE DEVICES MONITOR – Q3 2023 (Vendor Region Countries)

Q2 2023 Highlights

Q1 2023 Highlights

<img decoding="async" class="alignnone wp-image-73807 size-full" src="https://www.counterpointresearch.com/wp-content/uploads/2023/02/India-Smartphone-Market-Share.jpg" alt="" width="1920" height="1080" data-eio="l" />

Q4 2022 Highlights

Q3 2022 Highlights

<img decoding="async" class="alignnone size-full wp-image-68433" src="https://www.counterpointresearch.com/wp-content/uploads/2022/09/Counterpoint-Research-India-Smartphone-Market-Q3-2022.png" alt="India Smartphone Market Q3 2022" width="2000" height="1125" data-eio="l" />

Q2 2022 Highlights

Q1 2022 Highlights

Q4 2021 Highlights

Q3 2021 Highlights

Q2 2021 Highlights

Q1 2021 Highlights

Q4 2020 Highlights

Q3 2020 Highlights

Q2 2020 Highlights

Q1 2020 Highlights

Q4 2019 Highlights

*Ranking is according to latest quarter.

Q3 2019 Highlights

*Ranking is according to latest quarter.

Q2 2019 Highlights

<img decoding="async" class=" wp-image-22240 aligncenter" src="https://www.counterpointresearch.com/wp-content/uploads/2019/06/India-Smartphone-Market-Share-Q2-2019.jpg" alt="" width="1000" height="642" data-eio="l" />

*Ranking is according to latest quarter.

Q1 2019 Highlights

*Ranking is according to latest quarter.

Q4 2018 Highlights

*Ranking is according to latest quarter.

Q3 2018 Highlights

*Ranking is according to latest quarter.

Q2 2018 Highlights

*Ranking is according to latest quarter.

Q1 2018 Highlights

*Ranking is according to latest quarter.

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