While smartphone sales slipped all over the world in the first quarter, the “premium” segment resisted the shock. Among the major brands, Apple has almost a full box, observes Counterpoint.
By “premium” phones, the research firm understands the models sold from $ 400 (at Apple it’s simple, with an SE starting at $ 399, all the models in the current range are therefore premium). Sales in this category fell 13% due to the Covid-19, but these smartphones weighed for 22% of the total, i.e. the same proportion as a year ago.
This minority, however, generated more than half of the overall revenue (57%) from smartphone sales. Suffice to say that the brand that sold the most also won the most. In this little game, it was Apple that more than pulled out of the game.
Apple has captured 57% of the market share of this premium segment, ahead of Samsung (19%) and Huawei (12%). Out of the 7 major geographic regions, Apple took first place, followed by Samsung. Only China was the exception: Huawei dominated its national market, followed by Apple and Oppo (Samsung is virtually absent from China).
As for the most popular models in these sales, we are witnessing an iPhone parade. Out of the five places, Apple occupied the first four. The iPhone 11 has set sail and taken the wind with 30% of the shares, followed at a good distance by the 11 Pro Max (9%) then the 11 Pro (7%) and the XR (6%). The iPhone SE arrived at the start of the second quarter, too late to report.
Huawei closed the market with 3% for its Mate 30 Pro (a large model of 6.53 “) which Counterpoint notes that it is the first 5G smartphone to appear in this table.
Another observation, among the price strata that make up this “premium” category, it is that of models between $ 600 and $ 799 which has increased in one year – going from 25% of the total to 42% – and started on all the others. A price range that corresponds exactly to that of the iPhone 11. CQFD.
Counterpoint comments on the performance of the iPhone 11, a worthy successor to the XR: “ Apple tested its price elasticity and realized that slightly aggressive pricing could potentially generate a much higher “Customer Lifetime Value (CLV)” over 24 to 30 months. ” In other words, by making the iPhone 11 a little more affordable – but without renouncing its pricing policy -, Apple reaches a wider audience who will continue to spend at home throughout the use of its phone (see also Counterpoint: the iPhone 11 dominated in Europe in the first quarter).
With the prospect of the arrival this year of the first iPhone equipped with 5G, Apple is well on its way to playing a key role in the growth of this medium / high-end family, the firm concludes.