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China Smartphone Sales Snap 10-Quarter Declining Streak, Up 6.6% YoY in Q4

Q4 2023 saw 6.6% YoY growth, marking the first quarterly increase in more than two years.
Apple took the top spot followed by Xiaomi and Huawei.
Apple’s sales dropped 9.0% YoY in Q4 while Huawei’s sales rose 71.1% driven by its 5G chipset.
Xiaomi and HONOR managed to sustain growth momentum from Q3 into Q4.
For the full year of 2023, China smartphone sales fell 1.4% YoY, compared to a 13.9% YoY decline in 2022.
The market is expected to record low single-digit YoY growth in 2024, the first one since 2018.

Beijing, Boston, Buenos Aires, Hong Kong, London, New Delhi, San Diego, Seoul – January 25, 2024

China’s smartphone sales bottomed out in Q4 2023, increasing 6.6% YoY to mark the first quarterly YoY growth after 10 consecutive quarters of YoY declines, according to Counterpoint’s Market Pulse Service. Huawei’s comeback with its own 5G chipsets continued to attract consumers, while Xiaomi and HONOR sustained strong performance with double-digit growth.

Notes: OPPO includes OnePlus; Xiaomi includes Redmi; vivo includes iQOO; Figures may not add up to 100% due to rounding.

Despite a 9.0% YoY drop, Apple retained its first position in Q4 with 20.2% market share, followed by Xiaomi (16%) and HONOR (15.2%).

However, from an annual perspective, China’s smartphone sales still declined 1.4% YoY, compared to a 13.9% YoY decline in 2022. Apple ranked first with 17.9% share, followed by vivo (16.9%) and OPPO (16.2%).

Source: Counterpoint Market Pulse Service
Notes: OPPO includes OnePlus; Xiaomi includes Redmi; vivo includes iQOO; Figures may not add up to 100% due to rounding.

Commenting on the market dynamics, Associate Director Ethan Qi said, “There are several factors behind the YoY growth in Q4 2023. The market was at a low point in Q4 2022, making YoY comparisons more favorable. Besides, new Huawei phones powered by its own 5G chipsets drove the Q4 2023 recovery to some extent.”

Commenting on OEM performance, Research Analyst Archie Zhang said, “Huawei’s Kirin chipset was the primary driver of the brand’s growth. Xiaomi and HONOR also adopted aggressive strategies, including for marketing and distribution, to boost sales. Xiaomi’s Mi 14 series, HONOR’s X50 series and the HONOR 100 contributed to their strong growth.”

In Q4 2023, Apple faced stiff competition from Huawei. Besides, the iPhone 15 series’ performance was lukewarm, something which was also indicated by the strong sales of the iPhone 14 series in H1. It seems OPPO and vivo are yet to benefit from the market recovery so far.

Looking ahead to 2024, Counterpoint Research expects low single-digit YoY growth for China’s smartphone market, bringing it back to growth after five years. Huawei’s mid-end Nova 12 series with 5G Kirin chipsets, launched at the end of Q4 2023, is expected to continue bringing back loyal users. Apple embraced price cuts in January to capitalize on the recovery and offset the pressure from local OEMs. Chinese OEMs are also expected to focus on generative AI, innovative form factors like foldables, and advanced imaging technologies to boost sales and expand their user bases.

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.

Premiumization, Technological Advances Drive Growth in Global Wireless Charging Smartphone Market

The global wireless charging smartphone market expanded by 2% YoY in Q3 2023.
The overall smartphone market’s ‘premiumization’ trend is driving the wireless charging market’s expansion.
In 2023, the wireless charging smartphone market is projected to see a 2% YoY growth.
Qi2-compatible chargers are set to be available by the end of 2023.

The global wireless charging smartphone market expanded by 2% YoY in Q3 2023, while the share of wireless charging smartphones in the overall smartphone market reached a record 26%, according to the latest Counterpoint Research Model Tracker.

Global Wireless Charging Smartphone Sales, Q3 2022 – Q3 2023

Despite a global smartphone market downturn, the ‘premiumization’ trend (smartphones with a wholesale price of more than $700) driven by consumer upgrades is holding strong. This trend, in turn, is directly connected with the wireless charging market’s expansion, as the feature is predominantly found in flagship models.

In terms of brands, Apple dominated the wireless charging smartphone market in 2022 with a share of 71%. However, it experienced a decline in Q3 2023, resulting in a 6% points reduction in market share to settle at 62%. This was due to the Android OEMs’ expansion in the wireless charging market.

Wireless Charging Smartphone Sales Share by Android Brand, Q3 2022-Q3 2023

Android brands experienced a notable 23% YoY growth in Q3 2023. This can be attributed to the strategic portfolio focus on flagship models with wireless charging features, particularly led by Chinese brands, notably Huawei. Huawei’s Mate 60 series, equipped with its proprietary 5G chip, saw a nearly twofold increase in popularity compared to the previous year. Xiaomi, with its flagship models in the 11 to 13 series, recorded a remarkable 112% annual growth to secure a 15% market share.

While Samsung continues to dominate over half of the market with its S series, the brand’s Q3 sales witnessed a 2% YoY decline, resulting in a 13% points decrease in its market share. On the other hand, Google’s introduction of wireless charging technology in the budget-friendly Pixel 7a contributed to a sales surge of over 2x.

This year, the wireless charging smartphone market is projected to see a 2% YoY growth driven by robust sales of Huawei’s Mate 60 series and the positive impact of Samsung’s newly launched S23 FE series. Consequently, the share of wireless charging smartphones in the overall smartphone market is expected to increase by 2.3% points to reach a notable 30%.

With the introduction of Qi 2.0 wireless charging standard, based on Apple’s MagSafe technology, the Wireless Power Consortium (WPC) has confirmed that Qi2-compatible chargers are set to be available by the end of 2023. The anticipated advancements in wireless charging technology are poised to act as a catalyst for the surge in demand for wireless charging.

Counterpoint Conversations: iQOO 12 with Snapdragon 8 Gen 3; Gaming to Cameras, Quick Chat with CEO Nipun Marya

iQOO India launched its flagship smartphone, the iQOO 12 which is also the first smartphone in India to be powered by the latest Qualcomm Snapdragon 8 Gen 3 mobile platform. The iQOO 12 comes with a lot of gaming features such as 4D game vibration, game super-resolution that boosts frame from 720p to 900p, game frame interpolation to support up to 144fps interpolation, and much more. It also has a dedicated Q1 co-processor to handle all the display enhancements. Our Global Content Manager Ritesh Bendre sat down with Nipun Marya to talk about iQOO 12 key features, strategy, and more.

The Interview:

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

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.”

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)counterpointresearch.com

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

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.”

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)counterpointresearch.com

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.

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.

Counterpoint Conversations: Disrupting PC with X Elite, Generative AI, Key Partnerships & more – Chat with Qualcomm’s Don McGuire

Qualcomm’s Chief Marketing Officer Don McGuire in conversation with Counterpoint’s Co-Founder Tom Kang discussing Qualcomm’s journey towards building a strong “Snapdragon” brand, unique market positioning and now disrupting the next big markets – PC and automotive with a complete AI-powered compute and connectivity stack. For example; Snapdragon X Elite brings on-device AI experiences to PCs like never seen before; and how Snapdragon Digital Chassis is powering the BMW i7 and bringing new experiences to connected cars.

Don McGuire also talked about how Maui has been a part of Snapdragon Summit and vice-versa and Qualcomm helping rebuild Maui after the wildfires created havoc earlier this summer. He also spoke about important partnerships, like the one with F1, Manchester United, and more. Watch all this and more in the video.

The Interview:

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.

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.

HONOR 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%.)

Background

Follow Counterpoint Research

press(at)counterpointresearch.com

October Global Smartphone Sales Break Two-Year Losing Streak, Path Set for Gradual Recovery

In October 2023, the global monthly smartphone sell-through recorded its first YoY growth since June 2021, breaking the streak of 27 months of consecutive YoY declines.
October also marked the biggest monthly smartphone sales since January 2022.
Emerging markets led the recovery, with MEA showing the highest YoY growth, followed by China and India

London, Boston, Toronto, New Delhi, Hong Kong, Beijing, Taipei, Seoul – November 22, 2023

Global monthly smartphone sell-through volumes grew 5% YoY in October 2023, the first month to record YoY growth since June 2021 and break the streak of 27 consecutive months of YoY declines, according to preliminary numbers from Counterpoint Research’s Smartphone 360 Monthly Tracker.

Global Monthly Smartphone Sell-Through returns to YoY growth after 2 years

Global smartphone sales have been under stress for the last two years due to factors including component shortages, inventory build-up and lengthening of replacement cycles. These issues have been compounded by an uncertain macroeconomic environment.

The growth in October was led by emerging markets with a continuous recovery in the Middle East and Africa (MEA) region, Huawei’s comeback in China and festive season onset in India, which punched far above its weight to account for the largest share of monthly global gains. Developed markets with relatively higher smartphone saturation have been slower to recover.

Another growth factor has been the late launch of the iPhone 15 series when compared to last year. The one-week delay this year meant the full effect of the new iPhone sales was felt in October.

Following this strong growth in October, we expect the market to grow YoY in Q4 2023 as well, setting out on a path to gradual recovery in the coming quarters.

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Premiumization, Technological Advances Drive Growth in Global Wireless Charging Smartphone Market

Counterpoint Conversations: iQOO 12 with Snapdragon 8 Gen 3; Gaming to Cameras, Quick Chat with CEO Nipun Marya

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