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Monthly Market Pulse - April 2022

May 27, 2022

Overview:

Smartphone sales and shipments both decline
- Global smartphone sales (sell-through) declined both month on month and year on year in April 2022. COVID waves and the consequent lockdowns are severely hurting consumer sentiment and demand in China. Rising inflation is also hurting demand in the lower price segments.
- Shipments (sell-in) also declined. While the component shortages are gradually easing, seasonality, high inventories and slow demand in China, and uncertainties in Eastern Europe all impacted the overall demand and hence shipments.
Samsung reaches its highest global market share in five years, also becomes #1 in India; HONOR becomes #2 brand in China for the first time
- Samsung reached its highest monthly market share in five years, partly driven by the strong performance of the S22 series and the A-series. Samsung also had low exposure to the declining China market. Promotions in Latin America and growth in India to become the #1 brand also helped.
- HONOR surpassed Apple to become the #2 OEM in China for the first time. Although the China market has been on a decline, HONOR has been resilient and has outperformed the market.
Premium segment declines, Samsung gains. US$300-US$599 price segment gains share
- The premium segment declined in April mostly due to seasonality. However, iPhone 13 continued to be the best-selling model globally, in the US as well as in China. Samsung gained share, as S22 Ultra became the third best-selling device in the >$800 price segment.
- The $300-$599 price segment gained share driven by the iPhone SE 2022, the first full month sales of A53 5G and the launch of A33 5G.

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Author

Varun Mishra

Varun is a Senior Analyst at Counterpoint Research based out of Gurgaon. In Counterpoint, he closely tracks mobile devices and ecosystem with a focus on Emerging Markets. He also tracks Global Refurbished Smartphone market. He started his career as a Consultant with Infosys Limited where he was able to identify strategic avenues for business growth through deep research and analysis of markets and companies in various domains. He holds a Master of Business Administration in Marketing from Institute of Management Technology, Ghaziabad and a bachelors degree from Coventry University, UK.