First Price Increase of iPhone 15 Pro Max Since 2019: Apple Incentivizing Older Base to Upgrade

Apple has increased the price for its latest Pro Max model by $100 in the US.
Apple is offering better trade-in values for N-2 or N-3 devices compared to last year to help upgrade its older-generation base.
The Pro Max price increase to $1,199 is mostly a result of an upgrade to a titanium chassis as well as a telephoto camera.
iPhone 15 promotions are slightly worse compared to last year, especially with the higher price of the iPhone 15 Pro Max.

Apple has released its new iPhone 15 series, confirming the price increase for the Pro Max model by $100 in the US. This is the first time since the Pro series launched in 2019 that Apple has raised its prices. Apple’s carrier promotions have softened slightly compared to the iPhone 14 launch while trade-in values for N-1 devices (newest generation minus one, i.e. iPhone 14) have also decreased. Apple is offering better trade-in values for N-2 or N-3 devices compared to last year to help upgrade its older-generation base.

New pricing for Pro Max – Now at $1,199 for base model

The Pro Max price increase to $1,199 is mostly a result of an upgrade to a titanium chassis as well as a telephoto camera, which will allow for 5x optical zoom with a 120mm lens. The base model now also comes with 256GB of storage. This price increase may change consumer purchasing patterns and potentially have repercussions for Apple’s overall ASP as consumers may decide to purchase more affordable models this time around. It may be noted here that the 256GB iPhone 14 Pro Max also retailed for $1,199.

US promotions decrease slightly

US carriers Verizon, T-Mobile and AT&T generally have the same top-line promotions for the highest tiered plans on Apple’s website as last year’s iPhone 14 launch. This means that both AT&T and T-Mobile will offer up to $1,000 off on devices with a qualifying trade-in and eligible plan. Verizon remains the outlier, offering a discount of only $800. However, Verizon and T-Mobile’s lower-tiered plans have seen a decrease in value. This means that iPhone 15 promotions are slightly worse compared to last year, especially with the higher price of the iPhone 15 Pro Max.

This comes at a time when carriers are seeing historically low upgrade rates and smartphone purchases are being delayed as consumers continue to face economic uncertainty. Nevertheless, we believe the iPhone 15 has the potential to be another big upgrade cycle for Apple, especially for the iPhone 11 and iPhone 12 owners as they look to upgrade their three- to four-year-old devices.

Trade-in Values Have Decreased for N-1 Models, But Apple is Pushing its Older Base to Upgrade

Although the discounts offered have largely remained the same, the pure trade-in values of N-1 devices have fallen, again. When the iPhone 13 series launched, customers could get a maximum of $790 in trade-in value for their old iPhone 12 Pro Max. This trade-in value dropped to $720 for the iPhone 13 Pro Max when the iPhone 14 series released last year. This year’s iPhone 15 launch saw trade-in values drop to $650 for the iPhone 14 Pro Max as the highest-value trade-in device.

Compared to the years before, Apple is putting a stronger focus on offering better trade-in values for its N-2 and N-3 models such as the iPhone 13 series and iPhone 12 series. Trade-in values for N-2 models have increased 9%-28% YoY for this year’s launch. This also shows that Apple wants to incentivize customers to upgrade their older models to the latest iPhone 15 while signaling to the iPhone 14 users to hold off for now. In fact, these trade-in values could potentially be more attractive to customers than carrier deals, especially if they are not on the highest tiered plans available. This might lead to more customers purchasing an unlocked device directly from Apple rather than opting for a carrier promotion offered by Apple.

Apple Vision Pro: A Trillion-dollar Insurance Policy

At the launch of theiPhone 15andWatch 9series this week, Apple mentioned that it was on track to release theApple Vision Pro, which it announced in June this year, in early 2024. It has also included some features in the new iPhone and Apple Watch that are consistent with its Vision Pro development:

A double-finger tap gesture can be used to select actions in the Apple Watch 9.The gesture uses a mix of sensor inputs processed by the Watch 9’s upgraded neural engine to identify the prompt. While the Apple Vision Pro uses cameras to spot gestures, the new Watch interactions will engender the use of subtle hand gestures that will also be used to interact with the Apple Vision Pro.
The new iPhone 15 Pro and Pro Max cameras can record images and videos stereoscopically.When viewed via the Vision Pro, the images and videos will have depth and provide a more immersive experience.

In our analysis of theApple Vision Pro, we highlight that it is the most complex consumer electronics product ever made. And it is already causing a shift in approach by its rivals.

Nevertheless, we still believe that Apple is using the Vision Pro essentially as an insurance policy. The majority of Apple’s revenue and profit is derived from the iPhone product line, and related products and accessories – Watch, for example, would not exist without iPhone.

Therefore, iPhone is the core of Apple’s almost $2.75-trillion market cap (at the time of writing). Apple is bound to do anything in its power to defend the iPhone’s market position.

For a long time, people have speculated that the product most likely to replace the smartphone as their primary interface with digital life will be some sort of augmented reality device. So far, the eXtended Reality (XR) market has been disappointing – generating a few 10s of millions of unit sales but not a huge amount of consistent usage, apart from some niche enterprise use cases. Furthermore, the technical challenge of making true augmented reality glasses has proven to be beyond the capabilities of even the most technically gifted companies.

Apple is therefore not immediately threatened by the slowly developing XR industry. But would it be wise for it to sit on the sidelines and watch while potential competitors work on what might, one day, be a product that can truly compete with its iPhone revenue stream? Of course not, and it hasn’t.

For Apple, the worst possible outcome would be if the XR segment took off strongly and it did not have a product in the game. Even if Apple spends a few billion dollars developing its XR products and the market still doesn’t take off, it would be costly but scarcely make a dent in its ample cash reserves.

So, Apple has made the logical choice and invested in creating the Apple Vision Pro. Along the way, it has amassed an impressively large patent portfolio that it can use to defend its position.

If, ultimately, the XR market does take off, Apple will be in a prime position to exploit the opportunity. However, if it continues to behave as an interesting niche market, then Apple has cemented its place by having a product that will be used to measure all others.

Subscribing clients can read ourfull analysis of the Apple Vision Prothat also includes sales projection scenarios.

Fairphone’s Path to the Top of the Sustainability Pyramid

Today, on Thursday 14^thSeptember 2023, sales began of the most environmentally friendly smartphone ever made: the Fairphone 5. To mark the occasion, Counterpoint Research has just published aprofile reporton Fairphone, which looks into Fairphone’s performance as a sustainability pioneer over the last year, and assesses its future prospects. Here are some of the highlights.

Fairphone is the pioneer of smartphone circularity

Fairphone is undoubtably the most sustainable smartphone company in the world, and is a pioneer ofsmartphone circularity. Through all three stages of the smartphone circular economy – production, use and end of life – Fairphone has developed initiatives that increase the sourcing and use of sustainable materials, maximise the lifespan of its devices and minimise e-waste, while maintaining ethical business practises.

在生产方面,可持续发展是core of the design, with market leading use of sustainable materials and an innovative modular design. The latter is key to Fairphone’s party piece: the ability for the user to do simple repairs and battery swaps, by themselves at home with some basic tools. This extends the life of the device, helped by a five-year warranty and market leading software support (five years for Fairphone 4, extended to eight years for Fairphone 5). All in all, Fairphone incentivises people to use their phone for longer. And finally, when it comes to the end of a device’s life, Fairphone refurbishes and re-sells old phones, or re-uses/recycles their parts. In addition, Fairphone ise-waste neutral, where for each phone sold, a used phone is given a new life or an equivalent amount of e-waste is recycled).

Circularity summary for Fairphone

Others are taking sustainability seriously, and are catching up

With these initiatives, Fairphone sets the benchmark against whichother manufacturersshould be compared. In an ideal world, all smartphones would be made the Fairphone way, and indeed, one of Fairphone’s goals is to motivate and encourageother smartphone OEMsto adopt more sustainable business models.

But this is easier said than done. It is one thing to create a sustainable smartphone when you are producing two models at any one time and selling 116,000 of them a year. It is entirely another thing to replicate that when you have hundreds of models in your portfolio and sell hundreds of millions of phones a year.

Nevertheless, consumers are becoming increasingly aware and concerned about their environmental impact, so sustainability amongst smartphone OEMs will become more and more important. By blazing the sustainability trail and showing others what can be achieved, Fairphone can influence larger players, such as Samsung and Apple but especially most Chinese OEMs who are sustainability laggards, to up their game and move the industry in a fairer direction.

Of course, as others improve, Fairphone’s USP may diminish. Fairphone could end up being the architect of its own downfall.

The full report is availablehere.

Counterpoint Research Weekly Newsletter

HONOR Makes Foldable Magic at IFA 2023 With Magic V2, V Purse Smartphones

Given the absence of most major smartphone OEMs from IFA 2023, HONOR grabbed most of the headlines. And it didn’t disappoint, launching two products that were sure to get people talking: one a masterpiece of engineering, and the other, a masterpiece of thinking outside the box.

HONOR Magic V2

First, we have the Magic V2, HONOR’s latest foldable smartphone that comes only six months after its Magic Vs was launched internationally at MWC 2023. But as we learned from HONOR executives, why wait when such a leap in technology has been achieved? This was quite a poignant statement in an era when most smartphone vendors launch new devices annually, usually without any major upgrades to shout about.

HONOR certainly does have something to shout about with the Magic V2, as the hardware is simply staggering. HONOR has managed to produce a smartphone so thin that it seems to defy physics: at 4.7mm thick when unfolded and 9.9mm thick when folded, the V2 is only slightly thicker than a standard smartphone even when folded. For comparison, the Samsung Galaxy Z Fold5 measures 13.4mm thick when folded, and the Galaxy S23 Ultra is 8.9mm thick. Similarly, at 231g, the HONOR Magic V2 actually weighs less than the iPhone 14 Pro Max or the Samsung Galaxy S23 Ultra, and significantly less than Samsung and Google’s foldables respectively. Overall, it’s the closest to a standard candybar smartphone than any other foldable on the market. And since the dimensions of the front screen are similar to a normal phone, not tall and thin like the Samsung Galaxy Z Fold5, it’s easy to forget it’s a foldable!

But a foldable it is, and the hinge is superbly slick. It occasionally fails to hold itself in an upright position, but it feels solid and leaves no gap at all. The internal screen is beautiful with a 2K resolution, a super-smooth adaptive 120Hz refresh rate, and the crease is hardly noticeable. It feels very premium indeed. The camera is yet to be tested, but the 50MP main, a 50MP ultrawide, and a 20MP 2.5x telephoto lenses, plus AI Falcon Capture, on-paper at least, put it ahead of the Galaxy Z Fold5 and even the Google Pixel Fold. Of course, the latter has Pixel Fold benefits from Google’s image processing technology, but the Magic V2 looks like it will be a very capable snapper.

There are a few downsides. First, the Magic V2 has no IP rating, compared to the Galaxy Z Fold5 IPX8 rating. And secondly is the question of software. Previous HONOR foldables have featured polished software in the way they handle apps and images on the internal screen, but scaling and optimisation are areas for improvement. Time will tell if HONOR has improved with the V2, but I suspect things may still lag the Samsung experience.

However, HONOR has still produced what I think is the best book-type foldable smartphone the industry has seen so far. Sadly, it may not be coming to international markets until next year, which does leave me wondering why HONOR decided to “launch” it now. If the tech is ready (and it’s already available in China), then why not launch it now and get the jump on Samsung? Leaving it until next year gives Samsung a few extra months to try to catch up.

HONOR V Purse

HONOR’s other major announcement at IFA, and the one that attracted most of the headlines was its concept outward folding smartphone, the HONOR V Purse. The device features interchangeable straps and chains that allow it to be carried like a purse or a handbag and uses its outward-facing display to show wallpapers designed to mimic different purse styles.

Little else is known about the device, including whether it will actually be put into production, and to be honest, I don’t think it will be taken very seriously. The personalization possibilities are fun, but I can’t really picture anyone using it with the strap as a “clutch bag” and whacking it on every surface. Also, having such an expensive device clearly on display is asking for trouble.

Even so, it’s a nice example of creative thinking from HONOR, and a welcome attempt to differentiate in a segment where devices are already all looking the same.

Infographic: Q2 2023 | Semiconductors, Foundry Share and Smartphone AP Share

Infographic: Semiconductors Top 7 in Q2 2023

Intel maintained #1 place in Q2 2023 amid memory market slow down, which dragged down major memory players performance such as Samsung, SK Hynix and Micron. In addition, Nvidia took over the second place from Samsung due to the revenue booming on its data center business supported by strong AI server demand. Nvidia expects to see another wave of revenue growth in the upcoming quarter which could make its revenue expand again. Qualcomm’s revenue was capped by looming handset revenue and thus ranked #4 in the quarter. Broadcom and AMD’s revenues were relative resilient amid demand uncertainty.

Use the button below to download the high resolution PDF of the infographic:

Infographic: Global Smartphone AP Share in Q2 2023

Global Smartphone AP Market Share by Shipments

MediaTek dominated the smartphone SoC market with a share of 30% in Q2 2023. MediaTek’s shipments slightly increased in Q2 2023 as the inventory levels came down and the competition is growing in the entry level 5G. New smartphone launches in the low and mid-end segments have increased the shipments in Dimensity 6000, Dimensity 7000 series. Qualcomm captured a 29% share in the quarter. Qualcomm shipments increased by 14.5% sequentially in Q2 2023 due to the high shipment for flagship chipset Snapdragon 8 Gen 2. Also, Key design wins for the Snapdragon 600 and 400 series have also contributed to the growth of Qualcomm’s shipment in Q2 2023.

Global Smartphone AP Market Share by Revenue

高通的美联社市场主导Q2 2023 with a 40% revenue share. This growth is coming from the premium segment due to the adoption of snapdragon 8 gen 2 in Samsung flagship smartphones and Chinese OEMs. The launch of the Samsung Flip and Fold series has also contributed to this growth. Apple had a 33% share in the AP SoC market in Q2 2023 in terms of revenue. Apple’s share declined by 24% QoQ due to seasonality. The iPhone Pro series is doing better. MediaTek captured the third position with a share of 16% in the total global smartphone AP/SoC revenues. MediaTek revenue remained flat in Q2 2023 due to the weak demand and slow China market.

Use the button below to download the high resolution PDF of the infographic:

Infographic: Foundry Revenue Share in Q2 2023

Foundry Companies’ Share by Revenue

TSMC maintained its leadership in the foundry market with a stable 59% market share in Q2 2023. In contrast, Samsung Foundry’s market share dipped by nearly 1% to 11%, primarily due to ongoing smartphone inventory adjustments and the loss of smartphone AP SoC orders from a US client. On the other hand, UMC saw an increase in market share, driven by the continued strength of DDICs and automotive applications in Q2 2023.

Foundry Industry Share by Technology Node

In Q2 2023, the 5/4nm segment continued to dominate the market, holding a significant 21% market share. This strength was driven by robust demand, particularly in the field of AI, with key customers like Nvidia and Broadcom fueling this momentum. In contrast, the 7/6nm segment experienced weakness due to a slower-than-expected recovery in the smartphone market. On the other hand, the 28/22nm segment remained robust, as demand for primary applications, including DDIC and automotive-related applications, remained strong throughout Q2 2023.

Use the button below to download the high resolution PDF of the infographic:

Global Smartphone Application Processor (AP) Market Share: By Quarter

Global Smartphone AP (Application Processor) Shipments Market Share: Q1 2022 to Q2 2023

Published Date: September 7, 2023

A repository of quarterly data for the global smartphone AP marketbased onsmartphone AP/SoC shipmentnumbers.

This data is based on the smartphone AP/SoC shipments

Note: Totals may not add up due to rounding

全球智能手机芯片市场份额(Q1 2022 -Q2 2023)
Brands	Q1 2022	Q2 2022	Q3 2022	Q4 2022	Q1 2023	Q2 2023
Mediatek	36%	36%	35%	33%	33%	30%
Qualcomm	34%	32%	32%	19%	27%	29%
Apple	14%	13%	16%	28%	26%	19%
UNISOC	11%	11%	9%	11%	8%	15%
Samsung	5%	8%	8%	8%	4%	7%
HiSilicon (Huawei)	1%	0%	0%	0%	0%	0%
Others	0%	0%	1%	1%	1%	1%

Source:Global Smartphone AP-SoC Shipments & Forecast Tracker by Model – Q2 2023

DOWNLOAD:

(Use the buttons below to download the complete chart)

Highlights:

Apple’s sales declined in Q2 2023 due to seasonality. Its Pro series did better.

MediaTek’s shipments increased slightly in Q2 2023 with reduced inventory levels and growing competition in the entry-level 5G smartphone market. New smartphone launches in the low-to-mid-end segments increased the shipments of Dimensity 6000 and Dimensity 7000 series. The Dimensity 9200 Plus was added to the premium tier.

Qualcomm’s shipments increased in Q2 2023 due to the Snapdragon 8 Gen 2’s adoption in Samsung’s flagship smartphones and by Chinese OEMs. The launch of Samsung’s Flip and Fold series also contributed to this growth. Qualcomm refreshed the Snapdragon 7 Gen 1, Snapdragon 6 Gen 1 and Snapdragon 4 Gen 1 series to gain some share back. However, the premium segment’s growth remained in focus.

Samsung’s shipments increased in Q2 2023. The Exynos 1330 and 1380’s launch added volumes to the low and mid-high segments.

UNISOC’s shipments grew in Q2 2023 after a weak Q1. It gained some share in the $100-$150 LTE segment. In H2 2023, as entry-level 5G smartphones pick up in regions like LATAM, SEA, MEA and Europe, UNISOC will gain some share.

For a more detailed smartphone AP-SoC shipments & forecast tracker, click below:

Global Smartphone AP-SOC Shipment & Forecast Tracker by Model – Q2 2023

This report tracks the smartphone AP/SoC Shipments by Model for all the vendors. The scope of this report is from the AP/SoC shipments from all the key vendors like Apple, Qualcomm, MediaTek, Huawei, Samsung, UNISOC and JLQ. We have covered all the main models starting fromQ1 2020 to Q2 2023. We have also included aone-quarter forecast for Q3E 2023. This report will help you to understand the AP/SoC Market from the shipment perspective. Furthermore, we have also covered key specs for these AP/SoC covering market view by:

Network(4G/5G AP/SoC)
Foundry Details(like TSMC, Samsung. etc.)
Process node(5nm, 6nm, 8nm, etc.)
Manufacturing Process(FinFET, N7, N5, etc.)
CPU Cores Architecture and CPU Cores Count
Modem(External/Internal)
Modem Name
Secure Element Presence
Security Chip
AI Accelerator

For detailed insights on the data, please reach out to us atsales(at)www.arena-ruc.com. If you are a member of the press, please contact us atpress(at)www.arena-ruc.comfor any media enquiries.

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4G Smartphones Dominate Mexico’s Q2 2023 Bestsellers List

Samsung dominated with five models on the list.
Apple’s iPhone 11 was the third best-selling model in Mexico in Q2 2023.
60% of the models in the top 10 list were priced below $150.
Samsung’s Galaxy A34, Galaxy A54 5G were the only two 5G models on the top 10 list.

Mexicois the second most important smartphone market in Latin America. The country has the second-highest population in the region and hosts an extremely competitive ecosystem. Mexico’s geographical size and lack of import barriers make it an extremely attractivesmartphonemarket.

The top-selling models accounted for 35% of Mexico’s total smartphonemarketin Q2 2023. The top 10 list almost appears like Samsung’s performance for the quarter as the brand dominated the top-selling chart in Mexico in Q2 2023. Five of the 10 best-selling models were fromSamsung. According to Counterpoint’s Market Pulse Report, Samsung’s share in Q2 2023 was slightly more than 30%.

OPPO and Motorola both had two models in the Q2 2023 top-selling list. Motorola, which has always been a strong player in theMexicanmarket, launched a few new models during the quarter that helped the brand increase its market share. OPPO, a relatively new entrant in theLATAMmarket, managed to retain its third position in market share with two of its models in the top-selling list.

Source: Counterpoint Research Market Pulse, Q2 2023

60% of the models in the top 10 list were priced below $150. This price band accounts for 52% of the overallsmartphonemarket in Mexico. However, premiumization is infiltrating the Mexican market, and the number of models in the >$150 band is increasing in the top-selling list. This trend is accelerating slowly but will surely lead to a higher overall smartphone ASP.

Apple’s four-year-oldiPhone11 has been part of the Mexican bestseller list for a few quarters now. It was the third best-selling model in the Mexican market in Q2 2023. The iPhone 11, which is a 4G model, was the most expensive model on the list. The massive sales of this model reflect the strength of Apple’s branding.

The 4G version of OPPO’s Reno 7 was another model in the bestsellers list priced more than $150. This is quite an achievement for the brand, which arrived in the region just three years ago.OPPOis still building its branding in the Mexican market. The Reno 7 has been in the Mexican top-selling chart since December 2022.

值得注意的是只有两个模型图are 5G phones – the Samsung Galaxy A34 and the Samsung Galaxy A54 5G. The latter one is also the most expensive Samsung model in the top-selling list. Meanwhile, Telcel has been pushing its subscriber base to replace their phone with a 5G one. Mexican consumers are still not ready for5Gtechnology. They would rather get more specs than access the technology.

是智能手机出货量在2023年第二季度反弹的赌注ter 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

Smartphoneshipments in the Middle East and Africa (MEA) region increased 1% YoY and 7% QoQ in Q2 2023, according to the latest research from Counterpoint’sMarket 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 Wangsaid, “TheMEAregion seems to be the first to come out of the global downturn in thesmartphonemarket. 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 robustRamadanand Easter sales and throughout the quarter. The encouraging performances show once again that the MEA region could be the last remaining untapped smartphonemarket.There is still significant potential for large segments of the population to upgrade to smartphones.” Looking at individual brands, Samsung, TECNO andApplewere the biggest winners.Samsung’s rebound can be attributed to the lower-pricedGalaxyA series’ strong sales, while new 5G and premium-end models also did well.TECNO, and sister brandInfinixto some extent, performed very well due to better economic conditions, particularly for lower income groups, and aggressive market entries in the Middle East. TECNO andInfinix’ssuccesses, however, can be partly attributed to the cannibalization ofitel’s market share. Lastly,Applehad an outstanding quarter to round off a very strong iPhone 14 series cycle. TheOEMmanaged to increase penetration in key Middle East markets with the higher-priced Pro and Pro Max models getting good reception.

On the other hand,Xiaomiretreated 17% YoY as it faced strong competition from Samsung and Transsion brands in the mid-range. Outside of the top 10,OPPOandvivocontinued to slide as the availability of the brands’ stock contracted and market penetration activities shrank. However,realmemaintained 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 topOEMsin the region.”

Counterpoint Research’s market-leadingMarket Monitor,MarketPulseandModel Salesservices for mobile handsets are available for subscribing clients.

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

You can also visit ourData Section(updated quarterly) to view the smartphone market share forWorld,USA,ChinaandIndia.

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.

Follow Counterpoint Research

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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.

在砂岩西欧同比下降了14%ter 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 AnalystHarshit Rastogi说,“尽管出货量排名下降,家庭r 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 JanStryjakcommented, “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.

Follow Counterpoint Research
press(at)www.arena-ruc.com

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Insights Tag:Smartphones

First Price Increase of iPhone 15 Pro Max Since 2019: Apple Incentivizing Older Base to Upgrade

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Apple Vision Pro: A Trillion-dollar Insurance Policy

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Fairphone’s Path to the Top of the Sustainability Pyramid

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