iPhone 15 series first 17 days unit sales in China down 4.5% compared to iPhone 14
Excluding the Plus, which was released three weeks late last year, sales declines exceeded 10%
Early US numbers show opposite trend with robust demand across all models, especially Pro Max
Beijing, Hong Kong, London, New Delhi, Boston, Seoul – October 17, 2023
iPhone 15 series unit sales for the first 17 days of sales in China is underperforming last year’s iPhone 14, according to preliminary data from Counterpoint Research’s Smartphone 360 Weekly Smartphone Sales Tracker. The data is in contrast to early US numbers coming in which reflect robust demand across all models, especially the Pro Max.
“China’s headline numbers for the 15 series are in the red, and this is a reflection of the broader decline in consumer spending,” says Mengmeng Zhang. “But the shorter pre-holiday shopping period coupled with supply mismatches on the Pro Max (with consumers shying away from blue) could push some of the demand to calendar Q4.”
Source: Counterpoint Research Smartphone 360 Weekly Tracker, China.
Early US numbers are in stark contrast to China, with the first 9 days of iPhone 15 sales showing double-digit increases in overall unit sales and healthy demand across Base, Pro and especially Pro Max models.
“The US is hot right now with back-to-back stellar weekends for the new iPhone. Overall reception of the 15 series has been very positive and we’re expecting a major upgrade cycle from iPhone 11 and 12 users,” says Jeff Fieldhack, Research Director for North America. “Of course, we’re talking about the first couple weeks of sales, but it’s a positive sign and takes a lot of sting off the China numbers.”
Background
Counterpoint Technology Market Research is a global research firm specializing in products in the technology, media and telecom (TMT) 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.
Global smartphone sell-through declined 8% YoY but grew 2% QoQ in Q3 2023.
Samsung led the market but declined YoY to reach its lowest quarterly level in the last decade.
A shorter period of iPhone 15 availability in Q3 led to a shift in demand to the next quarter.
The top five brands’ cumulative share declined in Q3 as challengers’ share grew.
HONOR, Huawei and Transsion Group were among the only top brands to record YoY growth
Global smartphone sell-through volumes fell 8% YoY in Q3 2023, the ninth consecutive quarter to record a decline, but grew 2% QoQ, according to the latest research from Counterpoint’s Market Pulse service. Volumes declined YoY largely due to slower than expected recovery in consumer demand. But the market’s QoQ growth, especially the positive performance in September despite one full week less of sales of the new iPhones, is likely a sign of positive news ahead.
Samsung continued to lead the global market, capturing a fifth of the total sales in Q3. The new generation of foldables received a mixed response, with the Flip 5 outselling its counterpart by nearly twice as much. However, Samsung’s A-series models remained market leaders in mid-price bands. Apple came in second with a 16% market share despite the limited availability of iPhone 15 series, which has been received well so far.
Xiaomi, OPPO and vivo rounded off the top five, with the three recording YoY declines. In Q3, all these brands worked towards strengthening their positions in key markets like China and India, while continuing to slow down expansionary efforts in overseas markets.
HONOR, Huawei and Transsion Group gained share and were among the only brands to record YoY growth in Q3. Huawei grew driven by the launch of the Mate 60 series in China, while HONOR’s growth was led by strong overseas performance. Transsion brands continued to expand while also benefiting from the recovery in the Middle East and Africa (MEA) market.
MEA was the only region to record YoY growth in Q3, owing to improvements in macroeconomic indicators. Most developed markets, like North America, Western Europe and South Korea, recorded steep declines. However, we expect most developed markets to grow in Q4 largely due to the delayed effect of the iPhone launch.
Following a strong September, we expect the momentum to continue till the year-end, beginning with the full impact of the iPhone 15 series along with the arrival of the festive season in India, followed by the 11.11 sales event in China and ending with the Christmas and end-of-year promotions across regions. In Q4 2023, we expect the market to halt its series of YoY declines.
However, the market is expected to decline for the full year of 2023, reaching its lowest level in the decade largely due to a shift in device replacement patterns, particularly in developed markets. Notably, the recovery of emerging markets before the global market and the growth of brands outside of the top five indicate the shifting dynamics and opportunities in the global smartphone market.
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.
China’s Virtual Reality (VR) market declined by 56% year-over-year (YoY) in H1 2023, marking an end to the market’s two-year growth streak spanning 2020-2022.
Market leader Pico has chosen to strategically scale back its marketing investments since 2023 to ensure a healthier operation amid China’s tepid economic recovery, resulting in lower shipments target for its VR headsets.
Despite the bleak sales figure of the existing market, launch of Apple’s Vision Pro has ignited a wave of inspiration to drive the industry forward.
China’s VR market shipments declined significantly by 56% YoY in H1 2023, according to the latest data from Counterpoint’s China eXtended Reality (XR) research service. This marked the end of the Chinese VR market’s two-year growth streak, spanning 2020-2022, and reverting to a state of stagnation. The decline in China appears to be more severe than that observed in the global VR market, which fell 39% YoY in H1 2023. Consequently, China’s share of the global VR shipments in Q2 2023 accounted for only 10%, which is relatively low compared to its 20%-30% share in the global smartphone market.
Exhibit 1: China VR Market Shipments and YoY Growth, CY2018-H1 2023
Source: Counterpoint China XR Tracker, Q2 2023
Note: VR headsets referred to here exclude smartphone boxes that rely on a smartphone to serve as the display panel.
The subdued market demand in China can be attributed to several factors.Firstly, the market’s growth over the past two years was largely driven by the extensive marketing efforts of China’s leading VR player, Pico. After it was acquired by internet giant ByteDance in September 2021, Pico significantly ramped up its product promotion to drive sales. However, since 2023, Pico has chosen to strategically scale back its marketing investments to ensure its operations are more stable amid China’s tepid economic recovery. Consequently, this decision has resulted in a lowered shipment target for Pico’s VR headsets. Secondly, despite Pico’s efforts to educate consumers on the enjoyable and entertaining experiences offered by VR headsets over the years, the absence of killer applications and a robust content ecosystem remains a significant challenge in China’s VR industry, hindering user adoption and retention. Additionally, during H1 2023, the absence of enticing new products in China dampened consumer demand. While the sales generated by new models such as Sony’s PSVR 2 and the Pico 4 Pro showed promise, they were insufficient to counteract the noticeable decline in the overall market.
In terms of the competitive landscape, China’s VR market has seen significant consolidation, with just a handful of dominant vendors. As market leader, Pico holds a substantial market share of roughly 50%. However, even Pico experienced an over 50% YoY decline during H1 2023. Sony captured a 19% share of the market thanks to a significant sales surge following the release of PSVR 2, which attracted Chinese PlayStation enthusiasts to purchase and explore the product. Nevertheless, it is expected that the momentum of the PSVR 2 will wane during H2 2023. DPVR continues to lead in China’s enterprise segment due to its competitive pricing, but it also faces a decline due to a slowdown in spending on digital transformation by Chinese enterprise customers. Apart from the top three players, there are limited providers competing in China’s VR segment, with iQiyi withdrawing from the market due to operational difficulties.
Exhibit 2: Market Share (%) of VR Headset OEMs in China and YoY Growth (%)
Source: Counterpoint China XR Tracker, Q2 2023
Notably, Meta’s Quest VR is not yet officially available in the Chinese market, while Chinese smartphone OEMs such as OPPO, vivo and Xiaomi, despite their success in the global smartphone market, appear to be cautious when it comes to introducing a commercial VR headset.
Will Apple and Meta MR Headsets Revitalize Sales in China?
Despite the bleak sales figures of the existing market, the launch of Apple’s first MR headset, the Vision Pro, along with the accompanying “spatial computing” concept, has generated a significant buzz in the Chinese technology industry. Apple has set an industrial standard for what an ideal product can be, and we believe that the Apple Vision Pro (AVP), though not yet available in the market, has ignited a wave of inspiration to drive the industry forward.
Since the release of the AVP, China’s dedicated VR companies have actively delved into its technology specifications and ramped up their R&D endeavors. They are particularly focused on optimizing ultra-low-latency color video see-through technologies, optical solutions, and hand tracking algorithms, aiming to bridge the technological gap with Apple.
Chinese smartphone OEMs (Original Equipment Manufacturers), previously cautious with a “wait-and-see” approach to commercializing AR/VR headsets, are now re-evaluating their investments. Fearing the risk of lagging behind in the “spatial computing” era, strategic initiatives have been launched within these companies to reassess their projections regarding technology development trends and potential breakthroughs in the consumer XR segment. Additionally, we’ve noticed several OEMs bolstering their XR research teams to prepare for their first commercialized product, forging closer partnerships with industry players such as Qualcomm and Google.
Meanwhile, China’s internet giants, some of whom had scaled back investments or disbanded their “Metaverse”-related departments in early 2023, are now re-entering the arena. Tencent, for instance, is reported to have recently established the XR Device & Content Business Group within its Interactive Entertainment Group (IEG) to oversee the development, sales, and promotion of its forthcoming XR products. The company is also in discussions with Meta regarding a potential partnership to localize the Quest VR and integrate Meta’s content ecosystem in China.
Chinese Augmented Reality (AR) companies also have a more optimistic outlook for their future development, thanks to the emphasis on Mixed Reality (MR) features by the AVP. They strongly believe in the significance of the interaction between virtual objects and the real world, which may position AR as the ultimate future solution. In contrast to the challenges faced by China’s VR segment, Counterpoint’s China XR tracker indicates robust YoY growth in China’s AR glasses market during H1 2023. China is also a global leader in the development and commercialization of consumer AR glasses, despite the relatively small market base at present.
In the software domain, Shanghai is among the cities where the Developer Lab for the AVP is located, alongside Cupertino, London, Munich, Singapore, and Tokyo. Apple has commenced hosting Chinese developers since June, supporting them to create and run their applications on the VisionOS platform. We expect this to invigorate the Chinese application ecosystem for MR headsets, creating new opportunities for applications beyond just gaming.
Despite the positive impacts that the AVP has had on China, it remains to be seen how tangible of a sales boost it will provide to the market. The product is primarily aimed at developers rather than consumers, with a price tag of $3,500. Additionally, the user experience of the AVP, which relies on the combination of Apple’s proprietary M2 System on Chip (SoC) and R1 co-processor, presents a significant challenge for Chinese hardware players to catch up in the short term.
Meta’s newly launched Quest 3 headset, the first MR product to hit the consumer market based on Qualcomm’s XR 2 Gen 2 platform, has emerged as a more attainable benchmark for Chinese companies in the near term. Based on the hardware specifications disclosed by Meta, the Quest 3 has demonstrated substantial improvements in MR features, which are poised to open up new avenues and application scenarios for developers. However, it also seems that the Quest 3 has not fully tapped into the best capabilities of the XR 2 Gen 2 platform. Consequently, there may be opportunities for improvement that Chinese latecomers can explore. We expect these opportunities to catalyze the launch of new products by Chinese hardware OEMs in 2024/2025.
Furthermore, the advancements made by Meta with both the Quest 3 and its upcoming products, coupled with the competition presented by Apple, are likely to expedite the closing of a deal between Tencent and Meta within the Chinese market. This presents a noteworthy opportunity to enhance the sales and adoption of XR products in China.
We will closely monitor the market to observe how the competitive landscape will be reshaped with the entrance of these newcomers.
The entry-level (<$50) segment continued to grow as TWS adoption rose across emerging markets.
Premium brands such as Apple, Samsung and Sony marked a slowdown due to a lack of new models.
For full year 2023, we forecast TWS sales to grow 2% in volume but decline 3% in value due to a mix shift towards low-cost TWS sales across emerging markets.
The global TWS market’s unit sales slipped only 2% YoY in H1 2023, according to the latest data from Counterpoint’s TWS Hearables Market Tracker, despite low demand for IT devices amid macroeconomic headwinds and consumer weakness. Surprisingly, the TWS market seemed somewhat immune to inflationary headwinds, especially the <$50 entry-level segment where sales increased 15% YoY in H1 2023. This mitigated the sales decline in higher-tier price segments as TWS demand polarized towards the entry and premium categories.
Some of these ups and downs within the price segments were driven by regional demand dynamics. In H1 2023, demand contracted in mature markets like North America and Europe where the TWS penetration has reached a mature level. In contrast, underpenetrated emerging markets like India, the Middle East and Africa, and Latin America registered robust growth during the period. China, one of the world’s largest TWS markets, showed signs of recovery as the COVID-19-related lockdowns eased in the latter half of 2022. The uptick in H1 2023 was also driven by the 618 e-commerce festival and promotions in China. The period also witnessed the rise of low-cost TWS brands. Chinese entry-level brand ZhengQibing saw sales unit growth of 141% YoY in H1 2023 as it focused on the sub-$20 models with attractive features and CMF designs.
Global TWS Market Share by Price Band, H1 2023 vs H1 2022 (Retail Price-based)
In India, local TWS brands such as boAt, Boult Audio and Noise reported strong double-digit YoY growth in Q2 2023driven by a broader portfolio of entry-level models. boAt successfully leveraged online shopping events like Amazon Prime Day, Flipkart Big Saving Days, and other online promotions to fulfill the demand for new affordable models. Boult Audio, with a keen focus on affordability, strategically launched a series of new models priced below $25, effectively drawing in customers. Noise‘s major model series, the Noise VS102 and VS404, were well received due to their affordable price, satisfactory sound quality, and long battery life. Additionally, they offered an up to 80% discount on their audio products during the Noise Anniversary Sales in 2023. The enhanced performance of models in the <$25 (retail price) segment also played a significant role in boosting sales.
Specifications of Major Entry-level TWS Models
Sources: Official Websites
Global TWS Market Growth by Price Band, H1 2023 vs H1 2022 (Retail Price-based)
Meanwhile, major global players such as Apple, Samsung and Sony saw market share declines and slower growth in the absence of new models. These premium-focused brands are bringing about incremental improvements in features compared to the low-cost models of challenger brands that are trying to innovate on design, audio features, latency, battery life, and more. Samsung also saw a noticeable decline in sales share on the high-tier price range with its aggressive pricing and promotions on the Galaxy Buds 2, due to a mix-shift in sales volumes centered around the $50-$100 price segment. Overall, the absence of new model releases and the lack of new features failed to drive replacement demand which resulted in a decrease in sales in the high- and premium-tier segments in H1 2023. The upcoming AirPods 2 with the new H2 chip and support for lossless audio, optimized for the upcoming Apple Vision Pro XR headset, could drive some uptick during the holiday season in Q4 2023.
Looking forward, the global TWS market’s sales volume is set to grow by 2% YoY in 2023, but revenue will decrease by 3% YoY. We expect the TWS market to keep growing till 2026 and the attach rate to new smartphone sales to reach 36% as the average lifespan of a TWS device before replacement reaches 1.5-1.8 years.
Of those planning to purchase a smartphone this festive season, 31% mention upgrading to the latest technology as the key reason for the purchase.
40% prefer to purchase smartphones online, whereas 46% are comfortable taking either of the two routes.
Amazon is the top preferred online channel for 48% of those planning to make online purchases (86% of the total respondents).
Samsung, Apple, Xiaomi and OnePlus are the most preferred brands this festive season.
42% of the respondents plan to purchase a premium smartphone (INR 30,000 or ~$360 and above).
5G, latest processor and RAM are the top specifications that the respondents will consider when making the purchase.
New Delhi, Buenos Aires, Denver, London, Hong Kong, Beijing, Seoul – October 5, 2023
Of Indian consumers planning to purchase a smartphone this festive season, 31% mention upgrading to the latest technology as the key reason for the purchase according to a survey conducted by Counterpoint Research.
For 18% of respondents, 5G is the top specification to consider, followed by the latest processor (14%) and RAM (9%). In terms of budget, 42% plan to purchase a premium smartphone (INR 30,000 or ~$360 and above). And with respect to channel preference, up to 86% could purchase via online, with Amazon as the top preferred platform.
Conducted in October among consumers in India planning to buy a smartphone this festive season, the survey covers topics like key reasons for making the purchase, brand preference, preferred price point, desired specifications and offers. Further, future preferences combined with the current smartphone purchase journey provide insights into consumers’ switching pattern or loyalty towards brands and purchase channels.
Key Takeaways from India Pre-festive Season Smartphone Consumer Survey
Source: India Pre-festive Season Smartphone Consumer Survey, October 2023
Commenting on the festive season smartphone demand, Senior Analyst Arushi Chawla said, “Many people time their purchases with the festive season keeping in mind the auspiciousness of the occasion and also the competitive offers during the period. With the smartphone becoming the most important electronic gadget, consumers are cautious about its quality and features. That is why they consult multiple sources before making the purchase while increasingly opting for premium smartphones.”
When asked about the top preferred smartphone brand, Samsung was at the top with 33%, followed by Apple (18%), Xiaomi (11%) and OnePlus (10%). In terms of purchase channel preference, 40% prefer to purchase smartphones online, whereas 46% are comfortable taking either of the two routes. Among these 86% of respondents considering the online route, Amazon is the top preferred online channel for 48%, followed by Flipkart with 41%. The top five reasons for people to prefer Amazon are attractive offers, availability of top brands, availability of latest devices, delivery speed and reliable delivery.
Commenting on smartphone purchase preferences, Research Director Tarun Pathak said, “Consumers want the latest technology not only to experience it but also to meet their increasing requirements. This is reflected in our survey where 5G emerged as the top specification desired by consumers. 5G will continue to push smartphone demand in the coming years. Its presence has now reached lower price bands (<INR 10,000 or ~$120). Further, it is interesting to see that 20% of the respondents prefer switching to online platforms from offline modes, with the top reason for 43% of this segment being the availability of the latest devices. During the festive season, the OEMs and platforms aim to attract buyers with competitive offers. We expect this festive season to be better than the last year.”
The survey also finds that 22% of the respondents consider cashbacks/rewards as their top preferred offer when making the smartphone purchase. This is followed by bank offers (21%) and no-cost EMI (16%). And when it comes to the most preferred no-cost EMI tenure, six months is preferred by one-third of the respondents.
Disclaimer
This survey was commissioned by Amazon India to understand people’s smartphone purchase preferences this festive season. Counterpoint Research conducted this survey in Tier 1, Tier 2 and Tier 3 cities to capture a sample size of more than 1,200 respondents. An online survey was performed to collect quantitative insights from those respondents in the 18-35 age group who plan to purchase a smartphone this festive season. We expect the results to have a statistical precision of +/- 4%.
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.
Top 10 List Consolidates Further to Just Apple and Samsung
Highlights:
Apple’s top-10 smartphone share in Q2 2023 down slightly but remains at double digits
iPhone base model (14 vs 13) sees YoY share growth across North America and Europe
iPhone Pro model sees huge share gains in Asia and Europe
Samsung’s A-series especially strong in Asia and LATAM; the two regions accounted for almost 60% of all top-10 A-series smartphone sales during Q2 2023
North America and Western Europe weighted heavily for Samsung’s only ultra-premium top-10 entry, the Galaxy S23 Ultra; combined, those two regions accounted for almost two-thirds global Ultra unit sales
This report tracks quarterly global handset model sales data by OEM with the key specifications. This report gives an insightful view of the changing trends in smartphone components and driving factors in the various price segments. It covers 99% of the global handset market with specification analysis.
The deliverable includes
• Time period: Q1 2022 to Q2 2023 with quarterly granularity
• By brands (450+) and models (6000+)
• By region: Global
• Specifications and prices (30+)
○ Price bands
○ Chipsets by OEMs
○ Chipset by models
○ Display Size and type
○ NAND
○ RAM
○ Rear camera counts
○ 22+ other specifications
This section shows the best-selling smartphone models in July 2023 for 8 countries. This is a section of our comprehensive database based on Counterpoint’s tracking of mobile handsets (smartphone and featurephone) sell-throughvolumes based on channel surveys and triangulation with other secondary sources across 50+ countries.
July 2023
Best-Selling Smartphones in USA in July 2023
Rank
Models
Sales Share
1
Apple iPhone 14
19%
2
Apple iPhone 14 Pro Max
12%
3
Apple iPhone 14 Pro
6%
4
Apple iPhone 13
6%
5
Samsung Galaxy A14 5G
5%
Best-Selling Smartphones in China in July 2023
Rank
Models
Sales Share
1
Apple iPhone 14 Pro Max
4%
2
Apple iPhone 14 Pro
4%
3
OPPO A58
3%
4
Apple iPhone 14
3%
5
vivo Y53t
3%
Best-Selling Smartphones in India in July 2023
Rank
Models
Sales Share
1
realme C53
4%
2
Samsung Galaxy A14 5G
3%
3
vivo Y16
3%
4
vivo T2x 5G
3%
5
OnePlus Nord CE 3 Lite 5G
3%
Best-Selling Smartphones in Germany in July 2023
Rank
Models
Sales Share
1
Apple iPhone 14 Pro
10%
2
Apple iPhone 14
9%
3
Samsung Galaxy S23
9%
4
Apple iPhone 14 Pro Max
8%
5
Samsung Galaxy S23 Ultra
5%
Best-Selling Smartphones in UK in July 2023
Rank
Models
Sales Share
1
Apple iPhone 14 Pro Max
18%
2
Apple iPhone 14 Pro
15%
3
Samsung Galaxy A14 5G
10%
4
Samsung Galaxy S23 Ultra
10%
5
Apple iPhone 14
10%
Best-Selling Smartphones in France in July 2023
Rank
Models
Sales Share
1
Apple iPhone 14
16%
2
Samsung Galaxy S23
9%
3
Apple iPhone 14 Pro
8%
4
Apple iPhone 14 Pro Max
5%
5
Samsung Galaxy S23 Plus
5%
Best-Selling Smartphones in South Korea in July 2023
Rank
Models
Sales Share
1
Samsung Galaxy S23
9%
2
Samsung Galaxy A34
8%
3
Samsung Galaxy S23 Ultra
8%
4
Samsung Galaxy A24
8%
5
Apple iPhone 14
6%
Best-Selling Smartphones in Japan in July 2023
Rank
Models
Sales Share
1
Apple iPhone 13
26%
2
Apple iPhone 14
9%
3
Apple iPhone SE 2022
7%
4
Google Pixel 7a
5%
5
Google Pixel 6a
5%
The top 5 smartphone model share numbers are from:
Handset Sales by Model January 2022 – July 2023
This report tracks quarterly global handset model sales data by OEM with the key specifications. This report gives an insightful view of the changing trends in smartphone components and driving factors in the various price segments.
It covers 99% of the global handset market with specification analysis.
• Time period: Jan 2022 to Jul 2023 with monthly granularity
• By brands (450+) and models (6000+)
• By regions: NAM, LATAM, WE, EE, MEA, Asia
• Countries: USA, China, India, Indonesia, Malaysia, Philippines, Thailand, Vietnam, Russia, Turkey, Japan, Brazil, Mexico, Nigeria, Pakistan, Saudi Arabia, Canada, South Korea, France, Germany, Italy, Spain, UK
• Specification and prices: Price bands, Chipsets by OEMs, Chipset by models, Display Size, Display Type, NAND, RAM, Rear camera counts and 22+ other specifications
This data represents the top 5 smartphone model share for eight countries for the specific month.
For detailed insights on the data, please reach out to us at info(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.
This section shows the best-selling smartphone models in April 2023 for 8 countries
April 2023
Best-Selling Smartphones in USA in April 2023
Rank
Models
Sales Share
1
Apple iPhone 14
14%
2
Apple iPhone 14 Pro Max
9%
3
Apple iPhone 14 Pro
7%
4
Samsung Galaxy A14 5G
6%
5
Samsung Galaxy S23 Ultra
6%
Best-Selling Smartphones in China in April 2023
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
4%
2
Apple iPhone 14
4%
3
Apple iPhone 14 Pro
4%
4
Apple iPhone 13
3%
5
OPPO A58
3%
Best-Selling Smartphones in India in April 2023
Rank
Models
Sales
Share
1
OnePlus Nord CE 3 Lite
4%
2
Samsung Galaxy A14 5G
3%
3
Redmi 12C
3%
4
realme C55
3%
5
Apple iPhone 13
3%
Best-Selling Smartphones in Germany in April 2023
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro
10%
2
Apple iPhone 14
9%
3
Samsung Galaxy S23
8%
4
Samsung Galaxy S23 Ultra
8%
5
Apple iPhone 14 Pro Max
8%
Best-Selling Smartphones in UK in April 2023
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
19%
2
Apple iPhone 14 Pro
13%
3
Apple iPhone 14
9%
4
Samsung Galaxy A14 5G
9%
5
Samsung Galaxy A14
7%
Best-Selling Smartphones in France in April 2023
Rank
Models
Sales
Share
1
Apple iPhone 14
15%
2
Samsung Galaxy S23
9%
3
Apple iPhone 14 Pro
7%
4
Samsung Galaxy S23 Plus
6%
5
Apple iPhone 14 Pro Max
5%
Best-Selling Smartphones in South Korea in April 2023
Rank
Models
Sales
Share
1
Samsung Galaxy S23
12%
2
Samsung Galaxy S23 Ultra
10%
3
Samsung Galaxy A34
8%
4
Apple iPhone 14
7%
5
Apple iPhone 14 Pro
6%
Best-Selling Smartphones in Japan in April 2023
Rank
Models
Sales
Share
1
Apple iPhone 13
22%
2
Apple iPhone 14
12%
3
Apple iPhone SE 2022
8%
4
Apple iPhone 14 Pro
7%
5
FCNT Arrows We
5%
This section shows the best-selling smartphone models in January 2023 for 8 countries
Jan 2023
Best-Selling Smartphones in USA in Jan 2023
Rank
Models
Sales Share
1
Apple iPhone 14
17%
2
Apple iPhone 14 Pro Max
17%
3
Apple iPhone 14 Pro
9%
4
Apple iPhone 14 Plus
6%
5
Apple iPhone 13
4%
Best-Selling Smartphones in China in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 14
5%
2
Apple iPhone 14 Pro Max
4%
3
Apple iPhone 13
4%
4
Apple iPhone 14 Pro
3%
5
OPPO Reno 9
3%
Best-Selling Smartphones in India in Jan 2023
Rank
Models
Sales
Share
1
OnePlus Nord CE 2 Lite 5G
4%
2
vivo Y02
3%
3
Apple iPhone 13
3%
4
Samsung Galaxy A03 Core
2%
5
Samsung Galaxy A14 5G
2%
Best-Selling Smartphones in Germany in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 14
13%
2
Apple iPhone 14 Pro Max
12%
3
Apple iPhone 14 Pro
10%
4
Apple iPhone 13
7%
5
Apple iPhone 14 Plus
7%
Best-Selling Smartphones in UK in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
24%
2
Apple iPhone 14 Pro
16%
3
Apple iPhone 14
11%
4
Samsung Galaxy A13
7%
5
Samsung Galaxy A04s
4%
Best-Selling Smartphones in France in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 14
21%
2
Apple iPhone 14 Pro
9%
3
Apple iPhone 14 Pro Max
6%
4
Samsung Galaxy S22 5G
5%
5
Apple iPhone 14 Plus
4%
Best-Selling Smartphones in South Korea in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 14
9%
2
Samsung Galaxy A13
7%
3
Apple iPhone 14 Pro Max
7%
4
Apple iPhone 14 Pro
7%
5
Samsung Galaxy M33
6%
Best-Selling Smartphones in Japan in Jan 2023
Rank
Models
Sales
Share
1
Apple iPhone 13
28%
2
Apple iPhone SE 2022
12%
3
Google Pixel 6a
7%
4
Apple iPhone 14
6%
5
Apple iPhone 14 Pro
5%
This section shows the best-selling smartphone models in Oct 2022 for 8 countries
Oct 2022
Best-Selling Smartphones in USA in Oct 2022
Rank
Models
Sales Share
1
Apple iPhone 14 Pro Max
23%
2
Apple iPhone 14 Pro
12%
3
Apple iPhone 14
10%
4
Samsung Galaxy Z Flip 4
3%
5
Apple iPhone 13
3%
Best-Selling Smartphones in UK in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
16%
2
Apple iPhone 14 Pro
10%
3
Apple iPhone 14
7%
4
Samsung Galaxy A13
5%
5
Apple iPhone 13
4%
Best-Selling Smartphones in China in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
6%
2
Apple iPhone 14 Pro
6%
3
Apple iPhone 13
5%
4
Apple iPhone 14
4%
5
vivo Y33s 5G
3%
Best-Selling Smartphones in India in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 13
4%
2
Samsung Galaxy M13
3%
3
Xiaomi Redmi A1
3%
4
Samsung Galaxy A04s
3%
5
realme C35
3%
Best-Selling Smartphones in France in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 14
10%
2
Apple iPhone 14 Pro
9%
3
Apple iPhone 14 Pro Max
7%
4
Apple iPhone 13
5%
5
Apple iPhone 13 Pro Max
5%
Best-Selling Smartphones in South Korea in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro Max
10%
2
Samsung Galaxy A13
8%
3
Apple iPhone 14 Pro
8%
4
Samsung Galaxy M33
6%
5
Apple iPhone 14
6%
Best-Selling Smartphones in Germany in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone 14 Pro
9%
2
Apple iPhone 14
9%
3
Apple iPhone 14 Pro Max
7%
4
Apple iPhone 13
7%
5
Apple iPhone 13 Pro
5%
Best-Selling Smartphones in Japan in Oct 2022
Rank
Models
Sales
Share
1
Apple iPhone SE 2022
23%
2
Apple iPhone 13
14%
3
Apple iPhone 14
9%
4
Apple iPhone 14 Pro
7%
5
Google Pixel 6a
5%
This section shows the best-selling smartphone models in July 2022 for 8 countries
Jul 2022
Published date: September 15, 2022
Best-Selling Smartphones in USA
Rank
Models
Sales Share
1
Apple iPhone 13
16%
2
Apple iPhone 13 Pro Max
12%
3
Samsung Galaxy A13 5G
7%
4
Apple iPhone 12
6%
5
Samsung Galaxy S22 Ultra 5G
5%
Best-Selling Smartphones in UK
Rank
Models
Sales Share
1
Apple iPhone 13
15%
2
Apple iPhone 13 Pro
10%
3
Apple iPhone 13 Pro Max
8%
4
Samsung Galaxy A13
7%
5
Samsung Galaxy A22 5G
7%
Best-Selling Smartphones in China
Rank
Models
Sales Share
1
Apple iPhone 13
7%
2
vivo Y33s 5G
3%
3
HONOR 70
3%
4
HONOR X30
2%
5
Apple iPhone 13 Pro Max
2%
Best-Selling Smartphones in India
Rank
Models
Sales Share
1
realme C35
3%
2
vivo Y01
3%
3
OPPO A57 4G
3%
4
realme C30
3%
5
Xiaomi Redmi 10
3%
Best-Selling Smartphones in France
Rank
Models
Sales Share
1
Apple iPhone 13
10%
2
Apple iPhone 13 Pro Max
7%
3
Samsung Galaxy S22 5G
7%
4
Apple iPhone 13 Pro
6%
5
Samsung Galaxy S22 Plus 5G
5%
Best-Selling Smartphones in South Korea
Rank
Models
Sales Share
1
Samsung Galaxy M33
10%
2
Samsung Galaxy M53
10%
3
Samsung Galaxy A23
7%
4
Samsung Galaxy S22 5G
7%
5
Samsung Galaxy A53 5G
6%
Best-Selling Smartphones in Germany
Rank
Models
Sales Share
1
Apple iPhone 13 Pro Max
10%
2
Samsung Galaxy A33 5G
9%
3
Apple iPhone 13 Pro
9%
4
Samsung Galaxy A53 5G
9%
5
Apple iPhone 13
8%
Best-Selling Smartphones in Japan
Rank
Models
Sales Share
1
Apple iPhone SE 2022
24%
2
Apple iPhone 12
13%
3
Apple iPhone 13
9%
4
Sony Xperia 10 IV
5%
5
Apple iPhone 13 Pro
4%
This section shows the best-selling smartphone models in April 2022 for 8 countries
Apr 2022
Published date: June 15, 2022
Best-Selling Smartphones in USA
Rank
Models
Sales
Share
1
Apple iPhone 13
17%
2
Apple iPhone 13 Pro Max
16%
3
Samsung Galaxy S22 Ultra 5G
5%
4
Apple iPhone 12
4%
5
Samsung Galaxy S22 5G
3%
Best-Selling Smartphones in UK
Rank
Models
Sales
Share
1
Apple iPhone 13
18%
2
Samsung Galaxy A22 5G
7%
3
Apple iPhone 13 Pro Max
6%
4
Apple iPhone 13 Pro
6%
5
Apple iPhone SE 2022
5%
Best-Selling Smartphones in China
Rank
Models
Sales
Share
1
Apple iPhone 13
7%
2
Apple iPhone 13 Pro Max
3%
3
OPPO Reno 7 5G China
2%
4
Apple iPhone 13 Pro
2%
5
HONOR Play 30 Plus
2%
Best-Selling Smartphones in India
Rank
Models
Sales
Share
1
Samsung Galaxy A13
3%
2
Redmi 9A Sport
3%
3
realme C31
2%
4
Redmi 10
2%
5
realme C11 2021
2%
Best-Selling Smartphones in France
Rank
Models
Sales
Share
1
Apple iPhone 13
9%
2
Apple iPhone 13 Pro Max
7%
3
Samsung Galaxy S22 5G
5%
4
Apple iPhone 13 Mini
5%
5
Samsung Galaxy A52s 5G
5%
Best-Selling Smartphones in South Korea
Rank
Models
Sales
Share
1
Samsung Galaxy A23
13%
2
Samsung Galaxy A53 5G
10%
3
Samsung Galaxy S22 5G
9%
4
Samsung Galaxy S22 Ultra 5G
8%
5
Apple iPhone SE 2022
6%
Best-Selling Smartphones in Germany
Rank
Models
Sales
Share
1
Apple iPhone 13
10%
2
Samsung Galaxy A53 5G
9%
3
Samsung Galaxy A52s 5G
7%
4
Apple iPhone 13 Pro
6%
5
Apple iPhone 13 Pro Max
6%
Best-Selling Smartphones in Japan
Rank
Models
Sales
Share
1
Apple iPhone SE 2022
18%
2
Apple iPhone 12
16%
3
Apple iPhone 13
13%
4
Apple iPhone 13 Pro
5%
5
Fcnt Arrows We
4%
This section shows the best-selling smartphone models in January 2022 for 8 countries
Pre-order delivery wait times for iPhone 15 base and Pro Max models significantly higher than previous generation
High demand coupled with initial supply constraints likely factors driving Pro Max’s delivery times to record high during pre-order week
iPhone 15 base model also seeing high wait times; China at 4X that of iPhone 14.
Boston, Seoul, Beijing, New Delhi, London – September 25, 2023
Delivery times on pre-orders for the iPhone 15 and 15 Pro Max came in significantly higher than corresponding iPhone 14 models across key markets, according to Counterpoint Research’s Apple 360 Service. The US was a prime example, with buyers of the base and top-end model having to wait 4 and 9 days longer, respectively, than those last year; Plus and Pro buyers will receive their devices up to two weeks faster.
Source: Counterpoint Research Apple 360 Service. *iPhone 15: Sep 15 – 21, 2023 and iPhone 14: Sep 9 – 15, 2022; excludes weekends. Note iPhone 14 Plus available from Oct 7, 2022 vs Sep 16, 2022 for other iPhone 14 models.
“I don’t think it’s a big surprise the Pro Max is showing longer wait times than its predecessor,” says Senior Analyst, Manufacturing, Ivan Lam. “It’s normal to experience hiccups when you’ve got significant upgrades on complex mechanisms like the camera module. But looking at wait times this weekend as the product starts selling in stores, it looks like availability is moving in the right direction and normalizing.”
Commenting on the iPhone 15, Jeff Fieldhack, Research Director for North America, notes, “The introduction of premium features like Dynamic Island previously exclusive to the Pro lineup has really increased its appeal to the general consumer base. It’s basically an iPhone 14 Pro at base level price and paired with the new aesthetic updates has created more incentives for users to upgrade this year.”
In the run up to Friday’s general release, the base model saw stronger than expected wait times in China, where domestic competitors are jostling to grab share in the premium segment which has been relatively unaffected by the overall market malaise. Most notable has been the rise and popularity of flip-style foldables as well as Huawei’s much anticipated launch of its Mate 60 Pro, which some are seeing as a direct competitor to the iPhone.
“What’s a bit surprising are the base model iPhone 15 wait times in China, which were 4X more than last year on launch day. We were expecting them to come in a lot lower – maybe on par with last year – based on all the discounting we saw on the 14 series during H1,” reflects Archie Zhang, Research Analyst, China. “But it could just be a sign Apple’s still ramping up supply as we move into the busiest quarter.”
“And as far as ultra-premium is concerned, the Pro Max is still the most coveted iPhone in China with long delivery wait times reflecting this,” adds Zhang. “But they’re similar to last year at the moment, and with scalper premiums way down, it could be a combination of less appetite for impulse buying amongst consumers and a similar demand-supply profile as last year.”
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.
Footfalls at Apple Stores in the US were up on the launch day for iPhone series sales, with the iPhone 15 Pro Max being the top model in demand.
Delivery times for all models are becoming longer compared to the iPhone 14 series launch.
eSIM activation process has become smoother with the second eSIM-only iPhone launch.
Apple Store executives are heavily pushing the gaming aspect of the new Pro series.
Apple Store sales for the iPhone 15 series started in the US on September 22, with people lining up outside the stores across the country to get their hands on the devices. This year felt a bit different compared to the previous three years –wait queues seemed to be much longer and more in-person shopping was done. Gone were the COVID-19 distancing measures and online-order pushes from Apple and carriers alike. Here are the five big takeaways from the sales launch day:
Store traffic for Apple locations is up while carriers see limited uptake: It seems we are back to waiting in long lines to purchase new Apple products during launch season. Just like last year’s launch, Tim Cook opened the sales at Apple’s 5th Avenue store in New York and greeted customers personally. Carrier stores, on the other hand, saw limited traffic and constrained iPhone inventory as Apple more tightly controls the supply during launch.
iPhone 15 Pro and Pro Max are selling out or very limited quantity remains: As we have seen in previous launches, the Pro versions tend to have stronger demand as early adopters eagerly wait to upgrade their devices. The iPhone 15 Pro Max is the top model in demand.
Delivery times are increasing, even for the base models: Demand for all iPhones has increased compared to last year. Apple is projecting delivery dates of October 4-9 for the iPhone 15 and 15 Plus models and October 23-30 for the Pro models on the launch day for the base memory configuration and black color models. In comparison, the iPhone 14 only had a slight lag of four days for delivery while the iPhone 14 Pro models saw delivery times in the 4-5-week range – similar to the iPhone 15 Pro models.
eSIM issues have largely subsided: When Apple first came out with eSIM-only iPhones last year, there were many issues with the initial transition from physical SIM swaps to eSIM. Carriers had to massively adjust their activation process and due to the large demand for iPhones during the launch, there were some bottlenecks that caused long delays for customers waiting to have their numbers transferred. Store representatives say this year the process has been much smoother and quicker.
iPhone 15 Pro Max is being heavily promoted as a gaming machine: Store representatives have been given several talking points around the iPhone 15 Pro Max’s gaming capabilities. From hardware-accelerated ray tracing and a new 6-core GPU to USB-C-enabled 4K gaming on an external monitor, the new Pro series devices are being pushed as viable alternatives to consoles and other Android devices alike.
Q2 was the market’s second consecutive quarter of growth, as the macroeconomic environment remained relatively positive largely due to the robust performance of the non-oil sector.
There was a noticeable improvement in consumer sentiment compared to 2022, as evidenced by the strong Ramadan sales season this year.
Samsung and Apple continue to lead the market in Q2 2023.
Saudi Arabia’s smartphone shipments recorded 35% YoY growth in Q2 2023, according to the latest research from Counterpoint’s Market Monitor Service. This was the market’s second consecutive quarter of growth, as the macroeconomic environment remained relatively positive largely due to the robust performance of the non-oil sector. Furthermore, there was a noticeable improvement in consumer sentiment compared to 2022, as evidenced by the strong Ramadan sales season this year.
Ramadan sales and e-commerce activity up YoY
Ramadan holds much importance for both consumers and retailers in Saudi Arabia. Lasting 7-8 weeks, the Ramadan sales season is the longest in the country during a given year, with customers spending a significant amount on gifts. During the Ramadan months of 2023, spending activity recorded strong YoY growth. According to the Saudi Central Bank, consumer spending grew 10% YoY in Q2, with the point-of-sale (POS) and e-commerce transactions (MADA cards) also growing 13% and 30% YoY, respectively.
During the Ramadan sales season, OEMs and retailers deploy various strategies to attract customers. This year, these included creative marketing campaigns such as Samsung’s ‘Stay Apart, Stay Together This Ramadan’ and HONOR’s ‘Memories Together’. Offers included attractive discounts, some as high as 50%, bundled offers and free accessories. Some e-commerce channels extended the duration of their sales to further benefit from the positive consumer sentiment.
Additionally, e-commerce activity continues to rise due to digitalization, substantial promotional activity, easy financing options like ‘Buy Now, Pay Later’ (BNPL), and convenient delivery services across the country. OEMs such as Samsung, Huawei and HONOR and e-commerce platforms like Noon and Jarir Bookstore hosted extended sale events, all contributing to growth.
Competitive Landscape
Samsung achieved a 23% YoY growth in shipments during the quarter, benefiting from a stable supply chain and strong festive season performance. The brand saw sustained sales of the cost-effective Galaxy A series, as well as a good show by its new 5G and premium devices.
Apple shipments more than doubled YoY owing to consistent demand for the iPhone 14 series, especially the Pro versions. Besides, the brand greatly benefited from the surge in online purchases and financing options provided by BNPL platforms like Tabby and Tamara.
Xiaomi grew 17% YoY in Q2 2023, maintaining its third spot. The brand recorded growth in the $100-$149 price band driven by the Redmi 12C. The mid-tier Redmi Note 12 series also performed well.
Motorola grew YoY in Q2, driven primarily by its compelling low-to-mid-tier offerings. Motorola has been improving the availability of its new launches in Saudi Arabia, including its latest foldables and the Razr 40 series.
HONOR was one of the fastest-growing brands in Q2 2023, steadily improving product availability, channel presence and participation in domestic promotional events. During the Ramadan season, HONOR offered large discounts on its entire portfolio, from the HONOR 70 to the X series, available across all major channels like eXtra, Jarir and Noon.
Outlook
Saudi Arabia’s smartphone market is expected to record low single-digit growth in 2023. Further, H2 shipments are expected to decline YoY, largely due to Saudi Arabia’s oil production cuts causing a decline in the country’s overall economic activity. Nonetheless, we remain optimistic about the market, as digitalization and 5G networks continue to expand.
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