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Key Takeaways:
- Global Handset Sell-in Dropped more Severely than Sell-through
- Sell in dropped more severely than sell through during March as the epidemic became a global pandemic.
- China has fully overcome COVID-19 but the market has only recovered by 80% of its usual strength. Korea however has not only recovered but rebounded to +2% compared to last year.
- Other parts of the globe have just entered the COVID-19 pandemic downturn. US, India and Western Europe have declined 20-30% compared to February but we think April will be even more severe.
- Apple Sell Through Declined but Huawei and Vivo Improve
- Apple global sell-through declined significantly by 23% YoY and 25% MoM in March. In the NAM and Europe, two biggest regions for Apple, iPhones sales were impacted by coronavirus pandemic. Outside China, iPhone stores were closed most of the March month which was announced by Apple to control the virus spread.
- Rebound of China market in March helped the Chinese OEMs to increase their MoM volumes. Huawei and Vivo benefited the most as they increased MoM volume by 27% and 22%, respectively.
- Apple iPhone 11 Sales remain Strong
- In the ultra-premium segment ($800+), iPhone 11 Pro Max, Galaxy S20 Plus 5G and iPhone 11 Pro contributed 55% to the total volume of the segment.
- Apple iPhone 11 contributed 59% to the total sell-through of price band $600- $799. Smartphone users are preferring iPhone 11 due to its reasonable price as compared to its high tech features.
- Samsung ultra-premium segment ($800+) market share increased to 51% in March 2020 compared to 45% in February 2020. It was due to the launch of Galaxy S20 Series
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Category
Industry
Mobile and Telecom
Report Type
Report
Time period
Monthly
Summary
Published
May 1, 2020
Author
Karn Chauhan
Karn is a Senior Analyst at Counterpoint Technology Market Research, based in Gurgaon. He currently handles Global Devices and Ecosystems, Virtual Reality and Augmented Reality research. Karn has over 8 years of experience in the mobile device ecosystem space. He has a degree in Electronics and Communication.
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