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    Friday, January 31, 2020

    Apple Led Global Smartphone Market in Q4 2019: Canalys, Strategy Analytics

    Global smartphone market grew consecutively in Q4, 2019 buoyed by US giant Apple's 9% growth rate on the back of strong demand for its iPhone 11 models as it led the market with a 21.3% share up from 19.7% in Q4, 2018, a Canalys report said Thursday.

    The global smartphone shipments grew by 1% as it hit 369 million units in Q4,2019 with Apple leading the suit at 78.4 million shipments globally, the report said.

    Samsung followed Apple and logged in shipments of 71 million units with no change in its market share of 19.2% from that of last year in the same quarter thus registering a flat 1% growth.

    Huawei came third at 15.1% share but registered a 7% fall in growth--its first quarterly decline in two years as it grapples with its ongoing US Entity List saga in addition to its overseas business offsetting the growth in China.

    Xiaomi followed next with a yearly growth of 23% over Q4, 2018 to reach 33 million units in Q4 2019 with market share of 9%. While Oppo grew at 2% to hit 30 million units over the year (Q4,18-Q4,19) with a share of 8.2% in the market.

    “This is an industry-wide success - eight of the top ten vendors grew in Q4,” said Canalys Senior Analyst Ben Stanton.

    “When we saw the first decline in global volume a couple of years ago, Canalys stated that the industry was moving from the growth era to the cyclical era. This is it. This growth spurt will not last forever but will be one of a series of peaks and troughs, as the customer refresh rate for smartphones reaches its new equilibrium point.”

    The report also attributed the success story of Q4 to emerging markets.

    “Chinese vendors were particularly diligent in developing regions over the past quarter,” said Research Analyst Shengtao Jin.

    “Smartphones under US$100 have been a major focus, as vendors targeted the installed base of users still using feature phones. Vivo, for example, had exceptional success with the cheap Y91C in Indonesia this quarter. Apple also saw success in emerging regions as the cheaper iPhone 11 tempted a broader base of customers than it is used to, ” Jin said.

    However, the findings further noted that the worldwide smartphone market fell by 2% to 1.37 billion units in 2019 over 2018.This, the report added, was despite global market growth being recorded in both Q3 and now in Q4, 2019.

    On an annual basis, Samsung led the 2019 smartphone market with 21.8% share and 298.1 million units at a growth of 2%. While Huawei followed at 17.6% of share and clocked 17% of annual growth in 2019. However, Apple with 14.5% share in the global smartphone market recorded a 7% decline during the year.

    “The fortunes of Huawei and Samsung are the story of the year. 2018 saw Huawei take huge chunks of Samsung’s market share. And 2019 was meant to be the year Huawei challenged Samsung for the #1 spot. Samsung knew this and was ready for all-out war. It drastically increased its portfolio, and slashed operating margin. But the battle never came, as Huawei’s placement on the US Entity List in May stifled it overseas, ” said Canalys analyst, Mo Jia.

    “As Huawei prepares to launch its next wave of devices without Google Mobile Services (GMS), its objectives are now very different. It must maintain as much channel support as it can in key markets like Western Europe. It must curate a developer ecosystem to support HMS. And most importantly, it must maintain scale. If it loses scale, it loses developer interest,” added Jia.
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