• China’s smartphone sales in Q3 2022 declined 12.4% YoY on weak demand.
•  Apple took the crown in September in terms of market share growth, with its new iPhone series being launched a week earlier than usual. This also helped Apple reach its highest ever share of Q3 sales since 2016, tipping 15%.
• Android brands’ inventory eased following sales campaigns in the summer. The YoY decline should further narrow in Q4 with new smartphone launches.

Beijing, New Delhi, Hong Kong, Seoul, London, San Diego, Buenos Aires – October 31, 2022

With China’s economic growth and consumption remaining sluggish, the country’s smartphone sales in Q3 2022 fell 12.4% YoY, according to Counterpoint’s Market Pulse Service. However, the market saw a seasonal rise of 4.9% QoQ, shaking off the COVID-19 lockdown impact on major cities in Q2 2022. Meanwhile, the strong demand for the iPhone 14 Pro and Pro Max models helped boost the market in the quarter.

Source: Counterpoint Market Pulse Service

In Q3 2022, vivo (including iQOO) retained the first spot with a market share of 19.9%. The brand launched more new smartphones in the quarter than other OEMs. OPPO (including OnePlus) took the second spot with an 18% share while HONOR was third with a 17.2% share.

Major OEMs embraced July-August summer sales to clear inventories after the 618 online shopping festival. Smartphone brands are preparing for a busier Q4 with more new offerings. This will lift the market from Q3 and help it register a smaller YoY decrease in Q4.

Having said that, smartphone sales in 2022 will likely register a double-digit YoY decline, according to Counterpoint’s estimates.

Source: Counterpoint Market Pulse Service
Notes: OPPO includes OnePlus; Xiaomi includes Redmi; vivo includes iQOO.

Commenting on the competitive landscape, Research Analyst Mengmeng Zhang said, “vivo, OPPO and HONOR remained the top three smartphone OEMs in China in Q3 2022. But vivo and OPPO saw sales declines of more than 20% YoY while HONOR rose 2.5% YoY. vivo and OPPO’s decline could be attributed to the China smartphone market plunge and also the fast comeback of HONOR. Huawei also turned in an upbeat performance of 4.8% YoY growth. Its Nova 10 series and Enjoy 50 were popular among consumers despite the lack of 5G support.”

Zhang added, “The online market also saw changes. OPPO had tasked OnePlus to expand in the online segment, and the OnePlus Ace Pro has made it happen. OnePlus total sales in China increased 9.6% YoY and 44.3% QoQ.”

Research Analyst Archie Zhang said, “Apple’s sales saw a 6.8% YoY increase in Q3 2022. This can be mostly credited to the strong demand for the iPhone 14 Pro and Pro Max models and the new iPhone series being launched a week earlier than usual. Besides, the American brand hasn’t faced a severe supply issue as it did in 2021.” According to Counterpoint’s China Weekly Data, the demand for the iPhone 14 Pro and Pro Max has remained strong going into October.

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

Archie Zhang

Mengmeng Zhang

Alicia Gong