Canalys: Global smartphone market grows again in Q4 2019 as Apple takes number 1 spot

Page created by Jared Green
 
CONTINUE READING
Canalys: Global smartphone market grows again in Q4 2019 as Apple takes number 1 spot
Canalys: Global smartphone market grows again
in Q4 2019 as Apple takes number 1 spot
Shanghai (China), Bengaluru (India), Singapore, Reading (UK) and Portland (US) – Thursday, 29
January 2020

Global smartphone shipments grew 1% in Q4 2019, the second consecutive quarter of growth,
as the market hit 369 million units. Apple led the market, exploiting strong demand for iPhone
11 models to increase 9% to 78 million units. Samsung shipped 71 million units to maintain its
positive momentum, growing 1%. Huawei took third place, but declined 7% amid its ongoing US
Entity List saga, as its overseas business offset growth in China. Xiaomi took fourth place,
growing 23% to 33 million units, while Oppo took fifth growing 2% to 30 million units.

“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 declines 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.”

Insight. Innovation. Impact.                                                          www.canalys.com
One of the success stories in Q4 came from 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.”

 Worldwide smartphone shipments and annual growth
 Canalys Smartphone Market Pulse: Q4 2019
 Vendor                     Q4 2019         Q4 2019         Q4 2018          Q4 2018           Annual
                          shipments     market share      shipments      market share          growth
                            (million)                       (million)
 Apple                          78.4          21.3%             71.7           19.7%             +9%
 Samsung                        70.8          19.2%             69.9           19.2%             +1%
 Huawei                         56.0          15.2%             60.5           16.6%              -7%
 Xiaomi                         33.0           9.0%             26.8            7.3%            +23%
 Oppo                           30.3           8.2%             29.6            8.1%             +2%
 Others                        100.2          27.2%            105.6           29.0%             -5%
 Total                         368.7         100.0%            364.1         100.0%              +1%

 Note: percentages may not add up to 100% due to rounding
 Source: Canalys Smartphone Analysis (sell-in shipments), January 2020

In 2019 the worldwide smartphone market fell by 2% to 1.37 billion units, compared to 2018.
This was despite global market growth in Q3 and Q4.

“The fortunes of Huawei and Samsung are the story of the year,” said Canalys nalyst, Mo Jia.
“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.”

Insight. Innovation. Impact.                                                            www.canalys.com
Ultimately Samsung retained the lead in the 2019 smartphone market with 21.8% share and 298.1
million units, growing 2%. Huawei was second with 17.6%, followed by Apple with 14.5% of the
global smartphone market in 2019.

“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,” commented Jia.

What is clear going in to 2020 is the smartphone is more important than ever. Declines do not
mean people are using smartphones less. In fact, the population is more addicted to phones than
ever.

 Worldwide smartphone shipments and annual growth
 Canalys Smartphone Market Pulse: 2019
 Vendor                        2019              2019          2018              2018          Annual
                          shipments      market share     shipments      market share          growth
                            (million)                       (million)
 Samsung                        298.1          21.8%           293.3           21.1%             +2%
 Huawei                         240.6          17.6%           206.0           14.8%            +17%
 Apple                          198.1          14.5%           212.2           15.3%              -7%
 Xiaomi                         125.5           9.2%           120.6            8.7%             +4%
 Oppo                           120.2           8.8%           116.0            8.3%             +4%
 Others                         384.3          28.1%           441.4           31.8%            -13%
 Total                         1,366.7        100.0%         1,389.4         100.0%              -2%

 Note: percentages may not add up to 100% due to rounding
 Source: Canalys Smartphone Analysis (sell-in shipments), January 2020

Insight. Innovation. Impact.                                                            www.canalys.com
For more information, please contact:

Canalys China
Louis Liu: louis_liu@canalys.com +86 136 2177 7745
Nicole Peng: nicole_peng@canalys.com +86 150 2186 8330

Canalys India
Adwait Mardikar: adwait_mardikar@canalys.com +91 96651 38668
Rushabh Doshi: rushabh_doshi@canalys.com +91 99728 54174

Canalys Singapore
Shengtao Jin: shengtao_jin@canalys.com +65 6657 9303
Matthew Xie: matthew_xie@canalys.com +65 8223 4730

Canalys EMEA
Ben Stanton: ben_stanton@canalys.com +44 7824 114 350
Mo Jia: mo_jia@canalys.com +33 785 683 766

Canalys USA
Vincent Thielke: vincent_thielke@canalys.com +1 650 644 9970
Marcy Ryan: marcy_ryan@canalys.com +1 650 862 4299

About Canalys
Canalys is an independent analyst company that strives to guide clients on the future of the
technology industry and to think beyond the business models of the past. We deliver smart
market insights to IT, channel and service provider professionals around the world. We stake our
reputation on the quality of our data, our innovative use of technology and our high level of
customer service.

Receiving updates
To receive media alerts directly, or for more information about our events, services or custom
research and consulting capabilities, please contact us or email press@canalys.com.

                                  Please click here to unsubscribe

                               Copyright © Canalys 2020. All rights reserved.

Insight. Innovation. Impact.                                                       www.canalys.com
China: Room 310, Block A, No 98 Yanping Road, Jingan District, Shanghai 200042, China
                           India: 43 Residency Road, Bengaluru, Karnataka 560025, India
                   Singapore: 133 Cecil Street, Keck Seng Tower, #13-02/02A, Singapore 069535
                       UK: Diddenham Court, Lambwood Hill, Grazeley, Reading RG7 1JQ, UK
                             USA: 319 SW Washington #1175, Portland, OR 97204 USA
                               email: contact@canalys.com | web: www.canalys.com

Insight. Innovation. Impact.                                                                     www.canalys.com
You can also read