Apple Reaches its Highest Ever Market Share in China
- Smartphone sales in China declined (9% YoY) for the third consecutive quarter in Q4 2021.
- Full-year smartphone sales declined (2% YoY) for the fourth consecutive year in 2021
- Apple surpassed vivo to become China’s #1 OEM for the first time since Q4 2015, capturing 23% market share, its highest ever.
- realme was the fastest growing brand (83% YoY) in Q4 2021.
- Four out of five smartphones sold in China in Q4 2021 were 5G capable.
Beijing, Seoul, Taipei, London, Boston, Toronto, New Delhi, Hong Kong – January 26, 2022
Apple surpassed vivo in Q4 2021 to become the #1 brand in China after six years, when the iPhone 6 supercycle was at its peak. Q4 2021 also brought Apple its highest ever market share in China at 23%, according to Counterpoint Research’s Monthly市场的脉搏Service. However, China’s smartphone sales in Q4 2021 declined 2% QoQ and 9% YoY, respectively. The country’s full-year smartphone sales also continued the downward trend for the fourth consecutive year, declining 2% YoY in 2021.
Commenting on the overall Chinese smartphone market,Senior Analyst Ivan Lamsaid, “The market in China continues to decline due to various factors in both thesupplyside and the demand side. Firstly, the ongoing component shortages are impacting shipments of all OEMs. Secondly, China’s average smartphone replacement cycle is becoming longer. Smartphone designs within brands have also become more homogeneous, especially in hardware, failing to motivate consumers to upgrade. Lastly, China has been experiencing a complex economic environment where exports are driving the growth and domestic spending remains lackluster.”
However, in terms of OEMs, the competition has intensified after Huawei’s decline and the market dynamics are changing rapidly. OPPO was the top OEM in Q1 2021, followed by vivo in Q2 and Q3 and now Apple in Q4.
China Smartphone Market Share, Q4 2020 vs Q4 2021
*OPPO includes OnePlusSource: Counterpoint Research Market Pulse, January 2022
China Smartphone Market Share, CY 2020 vs CY2021
*OPPO includes OnePlusSource: Counterpoint Research Market Pulse, January 2022
Commenting on Apple’s performance,Research Analyst Mengmeng Zhangsaid, “Apple’s stellar performance was driven by a mix of its pricing strategy and gain from Huawei’s premium base.Apple rose to first place in Chinaright after theiPhone 13was released(week 39) in September. Afterwards, it remained in the leading position for most of the fourth quarter. The newiPhone 13使得成功由于相对较低的明星ting price at its release inChina, as well as the new camera and 5G features. Furthermore, Huawei, Apple’s main competitor in the premium market, faced declining sales due to the ongoing US sanctions.”
vivoandOPPOtook the second and third spots respectively, driven by their strong offline penetration and expansive product portfolio strategy. vivo’s performance was driven by the X70 series and S series, and OPPO took off with the Reno 7 series.HONORalso started rebounding in the second half of 2021 after restoring relationships with suppliers. It captured the fourth spot in Q4 2021. Facing more severe component shortages, slower penetration in offline channels as well as competition from HONOR, Xiaomi ranked fifth during the quarter.
The year gone by also proved to be a milestone in terms of Chinese OEMs embracing advanced technology. vivo, OPPO and Xiaomi all launched self-developedchipsetsto showcase their investments in semiconductors. OPPO and HONOR also launchedfoldableflagship models, with more mature designs and highly customized software, especially for Chinese users. Foldables bring a new form factor to the smartphone design. As foldables become more affordable, they are likely to drive some users to upgrade.
Apple’s success in the premium segment is an encouraging sign and will continue to motivate Chinese OEMs to strengthen their footprints in the segment. We expect the smartphone ASP to continue to rise in China as leading OEMs put more effort into increasing it to counter the decline in sales.
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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:
Ivan Lam
Mengmeng Zhang
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