A repository of annual and quarterly data for Apple iPhone market. This data is based on iPhone shipmentsby quarter that can help you understand the market scenario and Apple’s performance in the quarter.
Apple took the second spot globally, with smartphone shipments growing by 8% QoQ while declining 1% YoY, to 49 million units in Q3 2023.
Apple captured 53% market in the US and 50% in Japan, becoming the top smartphone vendor in both these countries.
For a more detailed Apple iPhone shipments tracker, click below:
Apple iPhone Sell-in vs Sell-through and ASP Q1 2017 to Q3 2023
Counterpoint Research uniquely tracks both sell-in and sell-through of mobile handsets in the market, giving a broader perspective of the market dynamics. This report covers quarterly sell-in vs sell-through of Apple iPhone models along with average selling price (ASP). The report provides global iPhone shipment and sales by quarter helping clients to understand the demand/supply scenario for the individual models.
For detailed insights on the data, please reach out to us at sales(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.
Global ODM (including IDH) smartphone shipments fell 6% YoY in H1 2023 due to the macro headwinds after COVID-19.
Outsourced design shipments decreased in H1 2023 but their share increased when compared to the same period last year.
The top six ODMs took 95% share of the total ODM shipments.
Beijing, New Delhi, Hong Kong, Taipei, Seoul,San Diego, Buenos Aires, London – October 03, 2023
Smartphone shipments from Original Design Manufacturers/Independent Design Houses (ODMs/IDHs) declined 6% YoY in H1 2023, according to Counterpoint Research’s latest Global Smartphone ODM Report and Tracker.
Senior Research Analyst Shenghao Bai said, “The YoY decline in ODM/IDH companies’ H1 2023 shipments was driven by Samsung, Xiaomi and Lenovo Group’s weak performance. However, vivo, HONOR and Transsion Group’s rise offset part of the decline.”
Huaqin, Longcheer and Wingtech continued to dominate the competitive landscape of the global smartphone ODM/IDH industry in H1 2023. The companies, also known as the ‘Big 3,’ accounted for 76% of the global ODM/IDH smartphone market in the first half of 2023.
Global Smartphone ODM/IDH Vendors’ Shipment Shares, H1 2023
Source: Counterpoint Research’s Global Smartphone ODM/IDH Tracker, H1 2023
Commenting on the leading ODMs’ performance, Senior Research Analyst Ivan Lam said, “The ‘Big 3’ witnessed declines in the first half. Huaqin experienced a relatively smaller decrease and took the leading position. Longcheer’s shipments were impacted by Xiaomi’s performance but eased by the soaring orders from vivo. Wingtech saw similar declines as Longcheer but still received modest orders from Samsung, Xiaomi and OPPO Group.”
Bai added, “In Tier 2 ODMs, Tinno’s shipments continued to grow steadily due to its loyal client base of major carriers and local kings. Transsion Group’s good performance has been bringing a concrete boost to MobiWire and Innovatech, which have collaborated with the group for years. Their product offerings and supply chains are giving the group cost and quality advantages in its major target markets.”
Commenting on global manufacturing trends, Lam said, “India is now the second-biggest manufacturing hub for mobile phones due to heavy investment from OEMs, ODMs, and companies dealing in components and parts. India is expected to export about 22% of its total assembled mobile phones in 2023. However, China’s manufacturing and supply chain will still maintain its essential role in the longer run.”
Counterpoint Research’s market-leading Global Smartphone ODM Report and Tracker is available for subscribing clients.
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.
India’s mobile phone production grew at a CAGR of 23% during 2014-2022 to cross a cumulative 2bn units.
The huge internal demand, increasing digital literacy and government push are the major reasons for this growth.
India is now the second-biggest mobile phone-producing country.
New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – August 14, 2023
‘Made in India’ mobile phone shipments crossed the 2-billion cumulative units mark under the ‘Make in India’ initiative during 2014-2022, registering a 23% CAGR, according to the latest research from Counterpoint’s Made in India service. The huge internal demand, increasing digital literacy and government push are the major reasons for this growth. As a result, India has become the second-biggest mobile phone-producing country. The Indian government has introduced schemes and initiatives such as the Phased Manufacturing Program (PMP), Make in India, Production Linked Incentive (PLI) and Atma-Nirbhar Bharat (Self-Reliant India) to increase local manufacturing and value addition.
Research DirectorTarun Pathak said, “India has come a long way in mobile phone manufacturing. We have seen local manufacturing increase over the years to meet domestic demand. In 2022, more than 98% of shipments in the overall Indian market were ‘Made in India’, compared to just 19% when the current government took over in 2014. We have also seen increasing local value addition and supply chain development in the country. Local value addition in India currently stands at an average of more than 15%, compared to the low single digits eight years ago. Many companies are setting up units in the country for manufacturing mobile phones as well as components, leading to growing investments, increasing jobs and overall ecosystem development. The government now intends to capitalize on its various schemes to make India a ‘semiconductor manufacturing and export hub’. Going forward, we may see increasing production, especially for smartphones, as India gears to bridge the urban-rural digital divide and also become a mobile phone exporting powerhouse.”
‘Made in India’ Mobile Phones Shipment Share in Local Market, 2014-2022
Source: Counterpoint’s ‘Made in India’ Research, 2022
On the Indian government initiatives, Senior Analyst Prachir Singh said, “The Indian government has launched and executed many schemes, which has resulted in a big jump in mobile phone manufacturing over the years. Under the ‘Make in India’ initiative, the government introduced the Phased Manufacturing Program and increased import duties on completely built units and some key components over the years to push local manufacturing and value addition. Under the Self-Reliant India scheme, the government introduced the Production Linked Incentive (PLI) scheme for 14 sectors, including mobile phone manufacturing. Due to all this, exports from India have increased. Going forward, the government is focused on making India a semiconductor hub. It has proposed a semiconductor PLI scheme and now is focusing more on infrastructure with a proposed investment of $1.4 trillion.”
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.
MEA smartphone shipments retreated 11% YoY in Q1 2023, or 3% in QoQ terms.
The usual macro headwinds continued to weigh on the market, including high inflation rates, local currency depreciation and weak consumer sentiment.
Samsung performed resiliently, with shipments slightly down but market share trending up.
Apple outperformed prevailing market trends. Its YoY shipments were up 35%.
Transsion Group shipments dropped 19% YoY, as itel continued to slide while Infinix advanced.
London, Boston, Toronto, New Delhi, Hong Kong, Beijing, Taipei, Seoul – May 11, 2023
Smartphone shipments in the Middle East and Africa (MEA) region fell 11% YoY and 3% QoQ in Q1 2023 to reach the lowest Q1 shipment level since 2016, according to the latest research from Counterpoint’s Market Monitor Service. Much of the prevailing economic woes of the region continued, including high inflation rates, local currency depreciation and weak consumer sentiment. Smartphone OEMs were stuck in low gear as inventory correction, channel efficiency and cost cutting continued to be the main themes in the region.
Commenting on the market’s performance, Senior Analyst Yang Wang said, “The MEA smartphone market saw another tough quarter as the macroeconomic environment remained challenging. Difficulties impacting consumer spending towards big-ticket upgrades such as smartphones are now well known, and both consumers and OEMs are adjusting to the new realities with extra caution. The prospect of a V-shaped rebound has dimmed as companies prioritize inventory management, cost controls and streamlined product portfolios.”
Despite the gloomy tone, there were early signs of stabilization towards the end of the quarter. For instance, most OEMs saw encouraging sell-out numbers due to the Ramadan and Easter sales promotions. Most notably, this manifested at the top of the market, where Apple’s iPhone 14 series (particularly the higher-priced Pro and Pro Max models) has proven to be extremely popular. Samsung’s new 5G models in the A series sold well. The mid-range OEMs or mid-range segments within OEMs have also been strong, with the likes of Xiaomi, TECNO, Infinix, HMD Nokia and realme all achieving above-average market performance.
On the other hand, the impact of currency depreciation and inflation has hurt lower-income households much more than the average. In Q1 2023, this manifested in itel’s 45% YoY drop. itel is struggling to keep refreshing its portfolio while keeping costs under control. OPPO and vivo somewhat stabilized after the product availability situation improved, but the two brands continued to shed market share as distributors remained cautious on the brands’ commitment to the region.
Commenting on the direction of the MEA smartphone market, Wang added, “Poor consumer demand is likely to remain the main theme for the rest of the year, as consumers postpone upgrades while holding onto their current handsets a little bit longer. We, however, expect that the inventory situation will improve gradually by the second half of the year, which will be followed by more ambitious product portfolio revamps and promotional activities by OEMs and distributors. This will coincide with better economic conditions as global interest rates and energy prices stabilize, providing much-needed breathing room for consumers in emerging markets.”
Feedback or a question for the analyst that wrote this note?
Yang Wang
Senior Analyst
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.
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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Global Smartphone Shipments (Millions of Units)
Global Smartphone Shipments 2011 – 2022:
The global smartphone market has grown significantly over the years, but the growth has slowed down in recent years. In 2022, the global smartphone shipments dropped to it’s lowest i.e. 1.2 billion units since 2014. Global smartphone revenues declined by 9% to $409 billion, the lowest since 2017.
Apple shipped 224.7 million iPhones in 2022. Apple market share in the world climbed to 18% in 2022 with major presence in USA and China. Samsung registered 21% of the smartphone market leading the charts in Europe.
Despite a great start of the year, smartphone market failed to perform in 2022. The iPhone 14 series launch propelled Apple to replace Samsung as the leading smartphone player in Q4 2022.
For our detailed research on the global smartphone market in Q4 2022, click here.
These smartphone shipment numbers are from:
For detailed insights on the data, please reach out to us at sales(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.
MEA smartphone shipments retreated 7.8% YoY and 10% QoQ in Q2 2022 to 38 million units.
This was the lowest level since Q2 2020, or since the depth of the COVID-19 pandemic.
Samsung’s shipments and market share increased YoY as the mid-range A series gained popularity in the region.
Transsion Group’s shipments were generally flat YoY. Infinix and TECNO gathered pace while itel struggled.
New Chinese entrants Xiaomi, OPPO, vivo and realme trended down sharply due to caution stemming from demand issues elsewhere.
London, Boston, Toronto, New Delhi, Hong Kong, Beijing, Taipei, Seoul – August 8, 2022
Smartphone shipments in the Middle East and Africa (MEA) region fell 7.8% YoY and 10% QoQ to 38 million units in Q2 2022, according to the latest research from Counterpoint’s Market Monitor Service. Worsening macro headwinds on the economic and geopolitical fronts undermined consumer demand as well as brands’ enthusiasm to expand their footprint across the region.
MEA Smartphone Quarterly Unit Shipments
Source: Counterpoint Research Market Monitor, Q2 2022
Commenting on the market’s performance, Senior Analyst Yang Wang said, “The biggest drag on the market was, unsurprisingly, macro issues. Inflation induced by food and fuel shortages dampened consumer demand while declining domestic currencies against the US dollar reduced the purchasing power of consumers.”
There were also secondary macro factors that impacted the market. For example, some governments imposed food export bans or ‘non-essential’ goods import bans to stem the outflow of foreign currency reserves. Taxes on electronics products were also increased, adding more hurdles to the market’s smooth operation.
Given the pessimistic global macro sentiment, we also saw some brands becoming cautious about activities in the region. Difficulties elsewhere meant that brands were under pressure to streamline budgets and activities, which were redirected to more strategic markets and regions. This meant that incentives to push brand penetration in MEA were scaled back, which in turn forced distributors and resellers to raise prices to defend their margins. These headwinds led to declining shipments for many OEMs.
MEA Smartphone Unit Shipments Share, Q2 2022 vs Q2 2021
Source: Counterpoint Research Market Monitor, Q2 2022 Notes: Xiaomi includes POCO and Redmi; OPPO includes OnePlus; Figures may not add up to 100% due to rounding
The market leader, Samsung, grew YoY from a relatively low base in Q2 2021 when it faced COVID-19 disruptions at its Vietnam production facilities. The new and revamped Galaxy A-series devices have performed well and were among the best-selling devices during Q2. Samsung’s shipments are expected to grow in H2 with the upcoming launch of its new generation of foldables and as end-of-year sales approach.
Transsion Group’s brands continued to take the biggest share of smartphone shipments in the MEA region. Transsion Group brands’ shipment share grew YoY, largely driven by a strong performance of Infinix and TECNO devices. Multiple stylish and feature-rich new launches, like Infinix’s Hot series and TECNO’s Pova and Spark series, helped the brands weather adverse market forces. On the other hand, as the asymmetric impact of inflationary pressures on the low and entry tiers mounted during the quarter, itel’s smartphone shipments declined 23% YoY in Q2. itel is in a tough spot with regard to rising component prices, an underwhelming product portfolio revamp and customers migrating to the more upmarket TECNO and Infinix devices.
Apple’s shipments also grew 2% YoY, largely due to better distribution and product availability in GCC countries. The iPhone 13 series has the best-selling premium devices in the region since its launch. OPPO, realme, vivo and Xiaomi saw steep YoY declines in their Q2 shipments. The OEMs continue to struggle in establishing a foothold in the region, as weak distributor incentives and supply issues have plagued the brands throughout H1 2022. Furthermore, stiff competition from regional stalwarts Samsung and Transsion Group’s TECNO and Infinix has curtailed market share for the challenger brands. However, the ramping up of local production in Pakistan, specifically for OPPO, vivo and Xiaomi, could help ease supply issues in the region. But it is unlikely to have any substantial effect in 2022.
Despite the underwhelming market performance in the first half of the year, there are some reasons to be cautiously optimistic about the rest of the year. Though inflation has reached double digits in many countries across MEA, it is not a new phenomenon and most customers have experienced these episodes in the recent past. This has brought them the ability to adapt quickly to the new economic realities. Also, we noticed that the average selling prices (ASP) of smartphones are continuing to trend up in the region, suggesting increasing digitization and customers’ need for more sophisticated handsets. The easing of the global semiconductor shortage, which led to severe product availability issues for MEA in 2021, is also expected to help the market find a stronger footing once the economic issues subside.
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.
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.
Hong Kong, Boston, Toronto, London, New Delhi, Beijing, Taipei, Seoul – May 19, 2021
Thailand witnessed a strong 18% YoY growth in its smartphone shipments in Q1 2021, according to Counterpoint Research’s Monthly Thailand Channel Share Tracker. Many factors played a part in this growth. These included a spill over of pent-up demand from Q4 2020, and aggressive schemes and offers from OEMs and channel partners with an emphasis on online mediums. The Thai economy has seen some volatility in the last five quarters. Even as small COVID-19 resurgences continue, the country’s post-pandemic measures are taking effect, with consumers showing a healthy demand for smartphones.
Thailand is the most mature market in the South East Asian region. Commenting on what has changed over the last few quarters, Senior Research Analyst Glen Cardoza said, “The top six brands are aggressively trying to capture more market share but there are other brands at play as well. The declining volumes of Huawei and HONOR, and the upcoming Transsion brands like Infinix and TECNO are all variables that continue to add volatility to this strong smartphone market. Brands like Xiaomi and realme are trying hard to capitalize on their online prowess to improve their presence.”
The supply crunch is affecting smartphone brands in this country as well. Since shipments are not up to the mark, the full potential of sales is not being utilized.
Online sales increased 49% YoY in Q1 2021, which is a much-needed positive when COVID-19 and supply crunch are pulling sales numbers down. As stocks move faster through online channels, brands are aggressively promoting and discounting their smartphone models. OPPO makes up the biggest piece of this online sales pie, followed closely by Samsung and vivo.
Well-established online players like Lazada, Shopee and newly empowered JD.com are partners to mostly brands with an online presence. Thailand has a sizeable consumer base that has relatively more discretionary income to invest in smartphones, mainly through online channels. This proportion is higher than all other SEA countries. It is precisely why Thailand is most likely to have the highest online channel growth in the coming quarters.
Apart from an evolved online channel, Thailand shows a high growth rate of 5G capable smartphones. In Q1 2021, more than 30% of its shipments consisted of 5G capable smartphones. As the country braces for some big 5G-related infrastructural changes, its telecom industry is making sure to work with the government and smartphone OEMs to effectively cater to an evolved consumer’s demand. This, however, will depend on many factors affecting the economy, like the potential of telecom giants to grow their 5G infrastructure, COVID-19 vaccination levels, and consumer purchase decision dynamics.
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:
Glen Cardoza
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press(at)counterpointresearch.com
[Global Smartphones Shipments 2011 – 2019 (Millions of Units)]
DOWNLOAD:
[Global Smartphones Shipments (Millions of Units)]
Year
2011
2012
2013
2014
2015
2016
2017
2018
2019
Global Smartphone Shipments (In Mn)
521
741
1049
1318
1462
1519
1566
1505
1479
Global Smartphone Shipments 2011 – 2019:
The global smartphone market declined 1% YoY in CY 2019. This is the first time that the smartphone market has declined for two consecutive years. However, the decline was slower than in 2018 (4% YoY). The smartphone market actually grew 3% YoY in Q4 2019, indicating signs of a recovery and is expected in 2020.
Smartphone makers also brought several innovations in 2019 paving the way for what will be mainstream in future. Foldable displays, punch hole displays, higher megapixel cameras, higher refresh rate displays, in-display sensors, optical zoom, and super-fast charging to name a few. Some features were quickly adopted across the price range, giving consumers a variety of capable smartphones to choose from at affordable prices.
2019 also saw the deployment and initial adoption of 5G, especially in the US, Europe, China, and Korea. With chipset players, operators and OEMs all preparing aggressively for 2020 and working towards bringing the prices of 5G down, the foundation for the 2020 growth has already been laid. The transition from 4G to 5G in the developed markets and the continued transition from 3G to 4G, feature phones to smartphones and upgrades will lead the smartphone market to grow in the coming year
The global smartphone shipment numbers are from:
For detailed insights on the data, please reach out to us at sales(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.
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