Meet Counterpoint Research at The 10th Mobility India Conclave & Excellence Awards Night 2023

Counterpoint Research is attending The 10th Mobility India Conclave & Excellence Awards Night 2023 on 18th December 2023

Our Senior Analyst, Shilpi Jain will be speaking the 10th Mobility India Conclave & Excellence Awards Night 2023 at Eros Hotel, Nehru Place, New Delhi. You can schedule a meeting with her to discuss the latest trends in the technology, media and telecommunication sector and understand how our leading research and services can help your business.

As the panelist, the topic that Shilpi will share her views on is: The Latest Smartphone & Gadget Technologies and Market Trends

When: 18th December 2023

Where: Eros Hotel, Nehru Place, New Delhi, India

About the event:

The 10th Mobility Conclave and Excellence Awards Ceremony 2023 is aimed at recognizing and awarding the achievers for the year 2023 for their outstanding performances and contributions in different segments of the mobility industry based on their excellence according to the crucial parameters like value addition, innovation, popularity and usability.

It is a powerful interactive and informative platform where industry experts share their opinions and experiences that help partners to drive their businesses and cement their relationships with the telecom players.

Click here (or send us an email at to schedule a meeting with them. 

Read more about the 10th Mobility India Conclave & Excellence Awards Night 2023

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

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

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

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

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

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

Global Smartphone Market Shipments, 2013-2024F

Global Smartphone Market Shipments, 2013-2024F
Source: Counterpoint Research

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

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

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

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


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.

Follow Counterpoint Research



Guest Post: OpenAI Reboot: Ecosystem Still in Trouble

OpenAI has been put back the way that it was, but the governance will be very different and the damage that has been done to its ecosystem aspirations could greatly impact its long-term future.

  • Altman and his crew have been reinstated at OpenAI and a new board has been formed. But how the non-profit part of OpenAI’s mission has changed is not clear at this stage.
  • The previous structure of OpenAI was a non-profit company with a subsidiary that would be able to make money. It is in this subsidiary that most of the investments have been made.
  • The problem is that OpenAI’s mission to develop artificial general intelligence (AGI) has a rapacious appetite for compute resources which is where the vast majority of the over $11 billion that Microsoft has invested has been spent.
  • This is where the non-profit and for-profit ideologies bump against each other as Microsoft has a fiduciary duty to make money for its shareholders and shoveling $11 billion into a black hole with no prospect of a return is a breach of that duty.
  • This is why there is an unusual situation in the for-profit subsidiary where Microsoft’s return is capped at 100x, which for all intents and purposes is perfectly fine.
  • The problem is that the board that oversaw OpenAI (and the for-profit subsidiary) was only supposed to care about AI benefitting humanity, which also means capping AI that it thinks could trigger the machine takeover of the human race.
  • I am pretty sure that this was the source of the conflict that led to the firing of Altman, but I suspect that it was rumors of a breakthrough in AI that were the catalyst for the recent events.
  • This “breakthrough” in AI, which has been termed Q*, appears to have been enough to make the board nervous and it may have something to do with reasoning.
  • I suspect that this “breakthrough” will be an enhancement of GPT models that makes them appear to be better at reasoning.
  • So far, I have seen no evidence whatsoever that any deep learning system is capable of reasoning.
  • Instead, what they are very good at is learning from examples and then applying that learning in a controlled setting.
  • The minute the setting becomes uncontrolled, deep learning systems go off the rails and start making things up or hallucinating or making horrible errors on the road that force the humans to take over.
  • This is because they have no causal understanding of the tasks that they are performing and instead only understand the correlation.
  • If this “breakthrough” involves reasoning and is real, then this would represent a step along the way to AGI.
  • However, all of the evidence I have seen suggests that while the machines can simulate reasoning, they always fall over the minute that they are put to a real test on data that they have not seen before.
  • This would also not be the first time that a heralded breakthrough from OpenAI turned out to be a red herring (Robotic Rubik Cube solver).
  • Hence, I suspect that all of the fuss about a robot apocalypse may have damaged OpenAI’s long-term outlook and greatly aided its competitors.
  • OpenAI launched its play for the AI ecosystem just this month and to make it successful, everyone needs to have complete confidence in OpenAI as a going concern as they will be basing their apps and services upon its foundation models or GPT itself.
  • The recent antics have shattered that confidence and now OpenAI will have to work much harder to shore up developer confidence that it will be around for the long term.
  • To make matters worse, it will now be much easier for rivals to lure developers, meaning that the whole ecosystem proposition has taken a large hit.
  • OpenAI is out of the woods and has a future, but its valuation and the prospect of dominating the AI ecosystem remain in disarray.

(This guest post was written by Richard Windsor, our Research Director at Large.  This first appeared on Radio Free Mobile. All views expressed are Richard’s own.) 

Related Posts

South Africa’s Smartphone Market Grows 73% YoY in Q3 2023 to Reach Highest Since 2021

  • South Africa’s smartphone market growth supported by accelerated feature phone-to-smartphone migration.
  • Samsung led the market but its share declined as HONOR, Huawei and TECNO gained.
  • HONOR was the fastest-growing brand and captured the second position for the first time in Q3 2023.

Smartphone shipments in South Africa grew 73% YoY and 44% QoQ in Q3 2023, according to the latest research from Counterpoint Research’s Market Monitor Service. The market reached its highest levels since 2021, just before the macroeconomics-related global slowdown started. In Q3 2023, the market was also helped by the increased feature phone-to-smartphone migration as Chinese OEMs tapped into the entry price bands.

Commenting on the market performance, Senior Research Analyst Yang Wang said, “South Africa is among the fastest-growing smartphone markets in the MEA region, and major Chinese players are increasing their focus on this market. South Africa’s market is growing rapidly and has breached its 2021 levels before the macroeconomic crisis put a dent in the global economy. As the nation’s economic situation is recovering, Chinese OEMs are aggressively trying to capture demand. The entry of HONOR has further tightened competition in the market as it poses a strong competitor against Xiaomi and Samsung in the low- and mid-tier segment.”

South Africa Smartphone

Most of the major smartphone brands recorded a double-digit YoY percentage growth during the quarter and are rushing to fill the market with newer offerings to capitalize on the recovery in demand. Major Chinese players are getting aggressive and are launching multiple products in the lower price tier to further accelerate the migration from feature phones to smartphones.

Samsung led the market during the quarter, despite stiff competition from the aggressive Chinese players. It was the leading brand across all the price segments and the A-series devices continued to drive volumes. Samsung’s foldable devices are among the leading models in the premium segment.

HONOR surpassed Xiaomi to become the second-biggest smartphone brand during the quarter due to aggressive marketing activities, and improved device availability across channels. HONOR focused on low- and mid-priced smartphones and provided stiff competition to Chinese players Xiaomi and TECNO. During the quarter, HONOR also entered the premium segment with the launch of the HONOR 90 5G and 90 Lite 5G. The brand offered a free HONOR Watch 4 with the 90 5G model and HONOR Choice Earbuds X5 with the 90 Lite 5G.

Xiaomi narrowly lost its second spot to HONOR, despite its share increasing YoY during the quarter. It is focusing on increasing its channel reach. Xiaomi’s Redmi 10 and Note 11 series were the volume driver. Xiaomi is among the leading players in the low-tier price segment (< $100) due to the popularity of its Redmi 10A, 10C, and A1 series.

Transsion Group is another major player in the market, benefitting from strong demand for the TECNO and itel brands. Meanwhile, Infinix has not been able to make a presence in the market. TECNO is focusing on the low- to mid-end market while itel is focusing on the lower-end market and is the leader in its segment. TECNO’s Pova and Pop, and itel’s A series were the volume drivers. TECNO is among the leading players in the sub-$200 price range, while itel leads the <$100 segment.

South Africa is still facing an energy crisis, but we note that major macro indicators are stabilizing due to the easing of inflation and unemployment rates. Chinese players are starting to notice MEA markets in general, and South Africa will be seen as a particularly attractive market due to the higher income levels and better connectivity infrastructure. South Africa’s market is expected to grow further in the high-end segment driven by the increasing premiumization trend, and Samsung and Apple are likely to benefit the most.


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.

Follow Counterpoint Research


Singles Day Growth Boosts Odds of China Market Smartphone Recovery in Q4 2023

  • Growth: China’s YoY smartphone unit sales grows 5% during two-week 11.11 sales period
  • Drivers: Huawei, Xiaomi and Honor continue to ride strong growth momentum from October
  • Drivers: Pent up demand provides steady demand through extended sales period
  • Expectations: Despite earlier promotions by e-commerce platforms, like-for-like weekly sales growth highlights stronger, more resilient demand than last year

Beijing, Hong Kong, Seoul, Boston, New Delhi, London – November 23, 2023

Smartphone unit sales in China during this year’s two-week Singles Day sales event grew by 5% YoY, providing more confidence for a positive fourth quarter.

“This is a good start to the rest of the quarter,” says Mengmeng Zhang, senior analyst for China.  “Huawei is continuing its strong run along with Xiaomi, which is enjoying a further spike in sales with the launch of its new 14 series devices.”

China Singles Day 2023 Smartphone Sales Share and YoY Growth

China Singles Day 2023 Smartphone Sales Share and YoY Growt
Source: Counterpoint Research Smartphone 360 Weekly Tracker, China. (*2022 spans Oct 31 – Nov 13; 2023 spans Oct 30 – Nov 12.)

Huawei’s success and climb in the rankings has been helped by the recent launch of its Mate 60 series 5G phones and popularity of its older P-series 4G devices.  “The company is posting some very good growth numbers, but obviously there’s base effects happening,” notes China analyst Archie Zhang.  “We expect it will grow by more than half this year, but that still doesn’t bring them close to pre-COVID levels. But it’s signalling a promising 2024.”

“Apple is improving compared to last month but there still seems to be hiccups in terms of supply,” observes Ivan Lam, senior analyst for manufacturing.  “But considering last November’s supply snafu was an anomaly, the YoY numbers could move into positive territory as current supply tightness normalizes.”


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.

Follow Counterpoint Research



Samsung Smartphones to Dominate 42 Countries in 2023 vs 46 in 2022

  • Samsung lost ground in six countries due to competition from Xiaomi, TECNO, realme, and Apple.
  • Samsung to capture the top spot in two new nations this year – India and Malaysia.
  • The brand increased market share in India with its multifaceted distribution strategy.

Samsung is projected to secure the leadership position in terms of market share in 42 countries in 2023, down from the 46 it dominated a year ago, according to Counterpoint Research’s Quarterly Market Monitor report. The current analysis, which includes a total of 74 nations, indicates that while Samsung is expected to concede its leading position in six countries, including the Philippines, it will concurrently regain the top spot in two nations, India and Malaysia. Expressly, Samsung will be losing first rank in four countries this year.

Number of Countries Where Samsung Holds Top Smartphone Market Share 2021-2023
Source: Counterpoint Research Market Monitor

The Philippines, Algeria, and Kuwait are among the six countries where Samsung is poised to lose its top position. Historically, the Philippines has been a robust market for Samsung, boasting a substantial share of shipments within Southeast Asia. However, the dynamics are shifting, especially with the fervent reception of the realme C55 model released during H1 2023. The model experienced significant popularity, even leading to a midnight sellout on ecommerce channels. This surge in momentum suggests a potential threat to Samsung’s top position throughout the latter half of the year.

Meanwhile, Apple is expected to surpass Samsung in Kuwait to take the top spot while TECNO is set to dethrone Samsung in Algeria. Apple’s expected rise to the top in Kuwait’s major GCC market is due to the popularity of the iPhone 14 Pro series in the $800 and above premium segment during H1 2023. Meanwhile, in Algeria, Samsung is set to lose its leading position due to TECNO’s competitive pricing strategies.

However, Samsung is poised to surpass Xiaomi and secure the top position in India and Malaysia this year. Samsung has been employing diverse strategies to capture the Indian market. Samsung is successfully implementing a multifaceted distribution strategy, with the Galaxy A series targeting offline channels, the F series focusing on the large online retailer Flipkart, and the M series being a key player on Amazon. Additionally, the premium lineup of the Galaxy S and Z series has been well-received in India, contributing to Samsung’s market share expansion.

Meet Counterpoint at 2023 IEEE-EPS-IESA Workshop on Semiconductor Packaging

Counterpoint Research is attending the 2023 IEEE-EPS-IESA Workshop on Semiconductor Packaging

Our Senior Analyst, Ashwath Rao will be attending the workshop at The LaLiT Ashok, Bengaluru. You can schedule a meeting with him to discuss the latest trends in the technology, media and telecommunication sector and understand how our leading research and services can help your business.

When: 30th November & 1st December 2023

Where: The LaLiT Ashok, Bengaluru, Karnataka, India

About the Workshop:

A collaborative initiative by IESA and IEEE-EPS (USA), this workshop aims to unite stakeholders across government, industry, academia, policymaking, entrepreneurship, and students to foster innovation in semiconductor packaging, focusing on microsystems packaging and manufacturing. Addressing manufacturing and educational needs, the workshop catalyzes collaborative research discussions.

Click here (or send us an email at to schedule a meeting with them.

Read more about the event here.

MediaTek Summit 2023: AI & ASICs Driving Momentum Going Into 2024

  • MediaTek held its annual executive summit in Laguna Niguel, California, recently.
  • Key announcements emphasized on the company’s premium AI-driven and custom SoC (ASICs) strategy.
  • The new connectivity solutions from Wi-Fi 7 chips to 5G and 5G RedCap thin modems underlined its IoT strategy and momentum.
  • Other highlights included key partnerships and design wins – Meta for AR headset, NVIDIA for automotive and ARM for smartphones.

Counterpoint analysts attended MediaTek’s annual executive summit in Laguna Niguel, California, recently, spending time with key company executives CEO Rick Tsai, CFO David Ku, Corp VP Vince Hu, CTO Kevin Jou, SVP JC Hsu, GM & VP Marketing Finbarr Moynihan and partners and customers. The keynotes delivered centered around MediaTek’s incredible progress over the last five years and what is in store for the next five years.

MediaTek Executive Summit 2023 - Counterpoint Research

WATCH: MediaTek Executive Summit 2023: AI Across Segments To Drive Business Growth

Last five years:

  • MediaTek has raised its profile and performance over the last five years.
  • The company’s revenues are up 2x, gross margins have increased by around 48%, and marquee partnerships and product announcements have gone up.
  • MediaTek’s performance in “handsets”, its largest revenue segment, has been healthy since the pandemic and onset of the 5G era, leading the market in terms of unit volume share (see here: Smartphone AP/SoC Market Share by Quarter).
  • More than 2 billion MediaTek chipset-powered devices are being shipped every year.
  • MediaTek has spent nearly $18 billion in R&D over the last five years, helping it advance in areas of on-device AI and connectivity, and diversify into newer areas such as auto, wearables, 5G FWA and Chromebooks.

MediaTek Executive Summit 2023 - Counterpoint Research

Next Five Years:

  • MediaTek has laid out its key focus areas for the next five years, and obviously, they revolve around “Ubiquitous data processing (AI) and ubiquitous transmission (“fast connectivity 5G, Wi-Fi 7, NTN”)
  • MediaTek is focusing on “Ubiquitous AI” to power advanced silicon compute needs across smartphones, automotive, XR, enterprise, cloud and industrial applications.
  • The company has also been heavily focusing on the custom silicon (ASIC) market.

MediaTek Executive Summit 2023 - Counterpoint Research

  • MediaTek’s ASIC business is one of its less talked about success stories of working with multiple clients across multiple applications. For example, Sony for PlayStation VR2, Sony Premium Headset WH-1000XM5, Logitech, Juniper Networks Networking chip, Kontron SOM, BARCO and Advantech gateways.
  • The company shipped its One Billionth Consumer ASIC this year with a more than 80% increase in design wins in 2023.
  • MediaTek expects 200% revenue growth in the next two years for Edge AI custom ASIC chips.
  • One of the key announcements at the summit was MediaTek’s partnership with Meta to build custom ASIC for Meta’s future AR glasses.
  • This rides upon the successful design win in Sony’s PSVR2 (see here: XR Headset Market Share by Quarter )

MediaTek Executive Summit 2023 - Counterpoint Research

  • The new flagship Dimensity 9300, where MediaTek has taken a significant leap (see here: MediaTek Strengthens Premium Push With Gen AI Capabilities ), was among the most discussed topics.
  • The company’s tight partnership with ARM and adoption of the ARM Total Compute Solution 23 (see here: Arm Platform TCS23 Sets Benchmark to Power Advanced, Holistic Mobile Computing Experiences) has helped it bring to the surface significant performance from its flagship SoC, taking on Qualcomm’s Snapdragon 8 Gen 3.
  • The company believes its third-generation flagship SoC, the Dimensity 9300, will garner over $1 billion in revenues.
  • vivo’s new flagship smartphone X100 is the first device to sport the Dimensity 9300. Launched in the China market, its initial reviews are super-encouraging.
  • There was a discussion about how the company would get paid for AI and for improving AI models. For now, it is higher ASPs from its hardware. But it is early in the AI journey and things could change. The entire tech industry is exploring how it will monetize the generative AI wave.
  • The key takeaway was MediaTek’s AI strategy with its seventh-generation APU which can handle up to 33 billion parameters LLM, much more than the competition.
  • The company is also working on AI software tools, stack and ecosystem partners to allow OEMs and partners to leverage the compute capability via its NeuroPilot Stack.

MediaTek Executive Summit 2023 - Counterpoint Research

  • The foundry diversification strategy continues. Taiwan-based MediaTek has a strong relationship with Taiwan-based TSMC. It will continue to focus on leading-node production within TSMC. However, it is open to further diversification and US contracts are on the table.
  • The company is excited about its solutions for the automotive segment. MediaTek has partnered with NVIDIA for automotive with each company playing to its strengths. For MediaTek, this means providing cellular connectivity including 5G, Wi-Fi and infotainment solutions. The company emphasized this is a high-ASP, 3nm solution to support the latest in connectivity and high-end gaming (think ray tracing). The company is focused on the China EV market, which is already the largest market in the world and also the most competitive. MediaTek has ambitions to eventually have an ADAS solution.
  • The Chromebook market has been a blue-ocean opportunity for MediaTek to enter the PC market. The company believes it is going to be a natural progression to the Arm-based AI PC market in the coming years.
  • In IoT, the company unveiled its M60 5G RedCap modem (see here: Big Role for 5G RedCap in 5G Evolution, Massive IoT Adoption) targeting smartwatches, bands and lightweight AR devices.
  • Also announced were two Filogic Wi-Fi 7 (see here: White Paper: Growing 5G+Wi-Fi RF Complexity Demands Innovative, Advanced & Tightly Integrated RFFE Solutions) chipsets targeting global broadband service providers’ Ethernet gateways. These solutions will also service IoT router applications.

Wrapping up:

  • MediaTek has spelled out a clear vision and roadmap focusing on AI and ASICs to propel growth across different applications.
  • The ASIC strategy is working well to power compute in the IoT domain, whereas branded silicon is doing well in the handsets domain.
  • MediaTek will have its work cut out though on building ecosystem and developer traction when it comes to AI success across silicon.

Nearly Two-thirds of High-end Smartphone Users in China are Open to Foldables: Survey

  • 64% of high-end smartphone users in China are willing to purchase a foldable smartphone for their next purchase.    
  • Trying new form factor (22%) and owning a bigger screen (21%) are key reasons driving preference for foldable design. 
  • 89% of potential foldable buyers prefer book-type foldable design for its wide and large display and multi-tasking feature.
  • Reputation and the latest technology are the key factors during brand selection. 
  • The durability of foldables is the top area of concern among people.

Beijing, New Delhi, London, Jakarta, Boston, Toronto, Taipei, Seoul – November 23, 2023

A recent consumer survey conducted by Counterpoint Research spotlights a strong interest in foldable smartphones among Chinese consumers. As many as 64% of smartphone users in the $400 and above price bracket in China are considering foldables for their next purchase, with 20% already committed to the idea and an additional 44% weighing it as an option.

Counterpoint Research
Source: Counterpoint Consumer Lens Service

Android users’ interest in foldable smartphones is higher at 71%, while it is 58% for iOS users. This interest in foldables is particularly pronounced among current foldable phone users in the survey, who are eager to continue their experience with the emerging technology.

Though the big screen size of foldables attracts smartphone users, this enthusiasm is tempered by concerns over durability, prominence of the crease and the bulkiness of the device when the screen is folded, which are seen as the main barriers to widespread adoption.

Senior Analyst Arushi Chawla said, “With the smartphone market maturing and hence becoming tough to compete on the software side of things, people are looking forward to the foldable category as a stand-out factor. Multiple brands coming up with newer foldable generations are also building confidence among consumers. As a result, a significant proportion of the respondents aspire to purchase foldable smartphones in the near future. However, now consumers have also become better informed due to their rising dependence on smartphones and, therefore, hold certain concerns about the foldable technology.”

Durability of foldables is the top area (23%) the respondents want the products to improve. Comments on Chinese social media highlight complaints about the high cost of repairing foldables and disappointment over the robustness of product designs. Therefore, reputation in terms of quality and after-sales service becomes the top factor in brand selection.

Research Analyst Archie Zhang said, “Chinese OEMs are leading innovations in the foldable sector, striving to create devices that are both slimmer and lighter and appeal to consumers accustomed to the standard premium phones. This evolution is supported by significant investments in research and development, focusing on the mechanics of foldable hinges and the materials used, which are key to decreasing the body size and weight and increasing robustness.”

The survey also explores consumer expectations from book-type foldables. About 70% think foldables’ weight should be similar to or lighter than the smartphones they are using. Regarding thickness, most respondents think book-type foldables should not exceed 10 mm-12 mm when folded. Also, most users are willing to pay a price in the RMB 7,000-RMB 8,000(about $947-$1113) range for this foldable device type.

The Chinese foldable smartphone market has shown exponential growth this year, registering a 106% YoY increase in Q3. HONOR’s Magic V2 was the best-selling model in this quarter. From Q1 to Q3, the segment grew 90% with Huawei taking the biggest sales share.

Counterpoint Research

Counterpoint ResearchHONOR and other Chinese OEMs have stepped up foldable shipments while aiming for faster growth in the premium segment globally. This will make the global foldable market more competitive.

Senior Research Analyst Mengmeng Zhang said, “The Chinese foldable smartphone market is poised for double-digit growth in 2023, even against an anticipated overall market contraction of less than 5% YoY. With OEMs enhancing the durability, design and affordability of foldables, these devices are set to captivate a broader consumer base. Besides, unique software capabilities like advanced multi-tasking and seamless inner-outer screen integration are expected to further boost the appeal of foldable smartphones.”

(This Counterpoint Research survey was sponsored by HONOR to understand the preference towards foldable smartphones among users in the $400 and above price band in China. The survey, having a sample size of more than 1,000 respondents, was conducted online in both English and Mandarin languages. We expect the survey results to have a statistical precision of +/- 4%.)



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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Related Posts

Colombia’s Smartphone Shipment Down 13% YoY in Year’s Best Quarter

  • Colombia’s Q3 2023 shipments fell more than 13% YoY
  • Samsung continues to lead in the country, with a 29% shipment share. 
  • Apple surged 114% YoY, one of the biggest import growths in the country.

Buenos Aires, New Delhi, Hong Kong, Seoul, London, Beijing, San Diego – November 22, 2023 

Colombia’s smartphone shipments fell 13.5% YoY in Q3 2023, according to Counterpoint Research’s Q3 2023 Market Monitor service. Although the quarter’s shipment volumes are the year’s peak, it is far from recovery levels. All major OEMs in the country presented double-digit percentage declines in Q3 2023 compared with the year-ago period.

Commenting on the market dynamics, Principal Analyst Tina Lu said, “The depreciation of the Colombian peso and local inflation still pose challenges to importers whose costs are still at record highs. A low retail turnover and even lower traffic footprint have pulled a handbrake on OEMs looking for market expansion. Amid the turmoil, Chinese brands with deeper pockets are leveraging on this context by increasing their stake as they look for better sales in Q4 2023.”

Research Analyst Andres Silva added, “OPPO was a bright spot, as it presented a triple-digit percentage increment in the quarter, a clear signal that its strategy to focus on emerging markets is working. Motorola’s emphasis on the low-end segment allowed it to mitigate the decline to a single-digit figure and gain market share YoY. Samsung and Xiaomi reduced their imports considering cost control measures specifically on the low-end segment where its margins are most vulnerable.”


Colombia Smartphone Shipment Share (in %), Q3 2023


Q3 2023 Market Summary

  • Samsungs shipment volume fell 41% YoY as it focused more on flagships and affordable premium devices where customers are willing to absorb more price hikes. The South Korean brand is looking to upgrade its existing installed base by offering high trade-in values to replace its affordable premium devices.
  • Xiaomi’s shipment volume fell 19% YoY. The company is still looking for a replacement for the success of the Redmi Note 11. A reduced number of importers is a lesson learned from last year’s inventory problem.
  • Motorola has been picking up pace after falling to a yearly low in Q1 2023. Moreover, it only fell 6% YoY in Q3 2023. The brand has learned to avoid high inventory levels in the channels especially from its last problem in 2022.
  • Apple’s shipment mixes of the new iPhone 15 with models of the best-selling Apple device in the country – the 11 series were more attractive to distributors than the year-ago period. Currently, the iPhone 11 has the highest discounts ever offered by the distributors.
  • OPPO was all about expanding in the Colombian market by launching multiple devices, including the A78 4G and Reno 10 in July. Its shipment volume almost doubled YoY and continues to grow.
  • ‘Others’ have grown significantly as they fill the vacuum left by the Galaxy A04 series. Brands currently tussling for this spot are TCL (+400% YoY) and HONOR.


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


Analyst Contacts:

Tina Lu


Andres Silva


Peter Richardson

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You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.