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Apple Continues to Lead the Global Premium Smartphone Segment

Google entered the top five premium smartphone brands in Western Europe in 2018

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Customers walk past an Apple logo inside of an Apple store at Grand Central Station in New York, Aug. 1, 2018. VOA

Apple continued to lead the global premium smartphone segment by capturing more than half of the market (51 per cent) while OnePlus entered the top five brands (with 2 per cent share) in this segment for the first time ever in 2018, a Counterpoint Research report said on Tuesday.

According to Counterpoint Research’s “Market Monitor 2018” report, the segment grew 14 per cent year-on-year (YoY) in terms of sell-in and 18 per cent YoY in terms of sell-through.

The growth was driven by new iPhones and launches in the premium segment from Chinese original equipment manufacturers (OEMs) Huawei, OnePlus and OPPO.

“An indication of the increasing competition in the segment is highlighted by the fact that close to 40 OEMs now compete in the premium segment globally. Of these, the top five players account for almost 90 per cent of shipments. Premium segment contributed to one-fourth (22 per cent) of the global smartphone shipments in 2018,” the market research firm said in a statement.

Huawei’s strong performance was primarily driven by the success of the P20 and Mate 20 series, which focussed on camera, power and design. It also gained share in the premium segment in China and Europe.

OnePlus’s performance came on the back of the OnePlus 6T. India, China and Western Europe drove four-fifths of its global shipments.

Apple, Campus, China
A customer is entering the Apple store in Fairfax, Virginia. VOA

The handset maker recorded its highest ever shipments in a single quarter (the fourth quarter of 2018) in India to lead the premium smartphone segment for three successive quarters and captured 36 per cent market share.

Another feat for the brand came in the fourth quarter of 2018 when it entered the top five OEMs in the premium segment in the US for the first time.

OPPO’s growth came from its home market China with the R15 and R17 series doing well.

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The brand is actively targeting European countries with its mid-to-high-tier offerings. It is also targeting operators in Europe to launch its 5G portfolio outside China, along with new features in its flagship like 10x zoom.

Google entered the top five premium smartphone brands in Western Europe in 2018. (IANS)

Next Story

Tech Giant Apple Becomes One of The Fastest-Growing Brands in India

The Cupertino-based tech giant is fast selling almost all products -- iPhones, Apple Watch, Mac desktops and AirPods Pro -- apart from a growing Apple TV community in India

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Apple still continues to be an aspirational brand in India and the success of the iPhone XR and iPhone 11 indicates that Apple can grow faster in India provided with the right channel and pricing strategy in place. Pixabay

Riding on the strong demand for iPhone XR and iPhone 11, Apple became one of the fastest-growing brands in India in the fourth quarter of 2019, capturing 2 per cent market share with a year-on-year growth of 41 per cent, Counterpoint Research said on Friday.

On an annual level, Apple shipments are set to rebound in India during 2019 with an estimated growth (YoY) of 6 per cent.

“This is compared to a 43 per cent decline it had during 2018, thanks to the price correction of iPhone XR, revamped channel strategy and expansion of local manufacturing in India,” Tarun Pathak, Associate Director, Counterpoint Research, told IANS.

The initial strong demand for the iPhone 11 series was driven by aggressive pricing, promotional and channel strategy. “The EMI along with cashback offers on iPhone 11 series especially iPhone 11 did well during the important festive launch,” Pathak added.

Additionally, the fastest ever roll-out in India ahead during the festive season led to the strong initial shipments. In fact, price cut on iPhone XR immediately made it the best selling iPhone within Apple portfolio for two successive quarters (Q2 2019, and Q3 2019).

Apple
Riding on the strong demand for iPhone XR and iPhone 11, Apple became one of the fastest-growing brands in India in the fourth quarter of 2019, capturing 2 per cent market share with a year-on-year growth of 41 per cent, Counterpoint Research said on Friday. Pixabay

The Cupertino-based tech giant is fast selling almost all products — iPhones, Apple Watch, Mac desktops and AirPods Pro — apart from a growing Apple TV community in India. The reason for Apple’s rise lies in a better understanding of a market that requires unique customer strategies and mind games, not seen in other, more evolved smartphone territories.

“Apple still continues to be an aspirational brand in India and the success of the iPhone XR and iPhone 11 indicates that Apple can grow faster in India provided with the right channel and pricing strategy in place,” said Pathak.

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iPhone XR is being manufactured at Apple supplier Foxconn’s facility in Sriperumbudur, Chennai and iPhone 7 and 6S being assembled at supplier Wistron’s facility in Bengaluru. (IANS)