On the morning of June 17th, the latest report from data firm Counterpoint Research showed that sales of high-end smartphones, which cost more than $400 at the factory price and non-final price, fell 13 per cent between January and March. Apple accounted for 57% of the global high-end market in the first quarter, followed by Samsung with 19% and Huawei in the top three with 12%.
Counterpoint Research’s ranking of seven regions worldwide
The data report cites the performance of several major brands in the high-end mobile phone market. The first is the overall situation, affected by the new crown epidemic, the economic downturn led to the high-end mobile phone market weakness is already expected. And this ranking, also can be generally guessed:
Apple topped the list in four of the world’s top five mobile phone markets, with the only high-end handset market in China that falls short of Huawei’s. By model, Apple accounts for four of the top five best-selling products, and the iPhone 11 accounts for 30% of the high-end phone sales statistics. This was followed by 11 Pro Max (9%) and 11 Pro (7%), followed by the iPhone XR (6%) and the Huawei Mate 30 Pro 5G (3%). Of course, this result has to do with the higher unit price of Apple products themselves.
Apple also took the top share of high-end handsets in almost all regions of North America, Latin America, Western Europe, Eastern Europe, Asia-Pacific, the Middle East and Africa.
Top 5 best-selling high-end mobile phone products
Of all the regions, only in China, Huawei can compete with Apple, with a higher share of the market in high-end handsets than Apple.
The Chinese market looks the most special, with Samsung ranked second in all markets except Apple. But in China, the list is made by Huawei, Apple, OPPO, Xiaomi and Vivo. It is worth noting that in the first quarter of 2020, more than 90% of Huawei’s high-end sales were in China. OPPO’s Reno 3 and Reno 3 Pro 5G series contributed to a 67% year-over-year increase (the original base is low), while Xiaomi 10 5G and Xiaomi Note 10 also grew by 10%. This is the first time Xiaomi has entered the top 5 global high-end segments since the third quarter of 2018. Another handset maker, OnePlus, has been promoted by the popularity of the OnePlus 7 series, which has been on the list in all but Latin America and China, demonstrating the success of their strategy.
Re-segmentation of more than $400 (significant increase in $600 to $799 products)
Devices priced between $600 and $799 grew fastest in the first quarter, thanks in large part to the success of the iPhone 11, according to Counterpoint.
5G handsets are also growing in the high-end market, now accounting for 20% of the high-end smartphone market, and Huawei’s push in China has given them nearly 42% of total sales of 5G devices in the high-end segment. Looking ahead, Apple’s 5G devices will play an important role in the growth of the high-end market. Counterpoint believes the high-end mobile market will also be fraught with uncertainty due to the impact of the new crown outbreak.