Global Smartphone Weekly (W14–W20) Demand Stalled Despite Promotions, While Memory Shortage Widened Brand Performance Gaps

Apple, Samsung, and Huawei showed relatively strong performance, while Xiaomi, OPPO, and vivo underperformed due to cost pressure and weaker pricing flexibility.
Despite seasonal promotions, demand recovery remained limited in W19–W20.
Global market continued to decline YoY as memory shortage pushed up costs and led to reduced promotional activity.

Supply Chain Strength Drives Clear Brand Divergence

Based on the Global Weekly Smartphone Tracker, W20 highlighted a clear divergence in brand performance across the global smartphone market.

作者

Steve Lee

Steve is a research analyst at Counterpoint Research, specializing in the Japanese smartphone market. He leads comprehensive analysis by integrating carrier-level promotions, weekly and monthly sell-through data, and regulatory changes to provide an accurate, real-time view of market dynamics. His expertise lies in identifying trends across operators and devices, helping clients navigate Japan’s unique mobile ecosystem. In addition to his work on Japan, he also contributes to research on the global TV market.

Global Smartphone Weekly (W14–W20) Demand Stalled Despite Promotions, While Memory Shortage Widened Brand Performance Gaps

Supply Chain Strength Drives Clear Brand Divergence

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Supply Chain Strength Drives Clear Brand Divergence

作者