According to data from Counterpoint Research, the average price (ASP) of high-end smartphones ($400 and above) hit a new high in the second quarter, up 8% year-on-year, and reached a record high in the second quarter of 2022. A record $780 (about 5,382 yuan).
This was said to be mainly driven by a 94% year-over-year increase in sales of models in the $1,000 and above price segment, which accounted for more than a quarter of high-end smartphone sales in the second quarter and a fifth of global sales For more than one smartphone revenue, the premium segment has outperformed the global smartphone market as a whole for the ninth consecutive quarter.
Among them, Apple accounted for 57% of the high-end smartphone market sales, and Vivo surpassed OPPO to become the third largest high-end smartphone brand for the first time. The market share of over 50% is the highest since the iPhone was launched in 2007.
During the quarter, Apple continued to lead the premium segment with a 57% share. Sales activity in the U.S. remained strong throughout the quarter, and Apple managed to attract new users.
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| Global high-end (>$400) smartphone market share, Q2 2021 vs. Q2 2022 |
Excluding Apple, Samsung's sales rose 2% year over year, while its share also increased. On the Chinese side, OPPO, Xiaomi, and Huawei saw their share drop as the Chinese market struggled in the second quarter, recording its lowest quarterly sales since the fourth quarter of 2012.
However, Vivo's quarterly sales increased 59% year-on-year and surpassed OPPO to become the third-largest premium smartphone brand for the first time in the second quarter of 2022. Currently, most of this growth is coming from China. At the same time, Vivo also became the second largest premium smartphone brand in China for the first time, and is currently the largest smartphone OEM in China, with its premium segment ($400-$699) primarily driven by the X80 series.
The increase in share among the "Other" brands was mainly driven by Honor. Among them, the HONOR 70 is the best-selling model of Honor in the high-end field, followed by the Magic 4.
Senior analyst Varun Mishra said: 5G is becoming more common and consumers are gradually starting to upgrade their devices. As high-end iPhone users upgrade to 5G. Apple's sales rose nearly 114% year over year and accounted for more than 78% of models $1,000 and above.
Despite the decline in global sales, the premium smartphone market revenue remained stable. The premium segment's revenue contribution to the overall smartphone market has also increased from 58% in Q1 2022 to 60% in Q2 2022 as lower-priced models are increasingly subject to inflationary pressures.
In terms of volume, sales in the premium segment fell 8% year over year in the second quarter of 2022, but outperformed the overall smartphone market, which declined 12%. This is the ninth consecutive quarter that the premium segment has outperformed the overall growth of the smartphone market.
Additionally, Apple has overtaken the rest of the Android device market in the U.S. smartphone market with a 50 percent share, the highest share the iPhone has achieved since its launch in 2007, according to Counterpoint Research. In addition to Apple, the Android camp led by Samsung and Lenovo has carved up the remaining market share.
The above statistics are based on the smartphones users are using, known as "active installations". This figure takes into account the millions of users who have entered the Apple ecosystem through the second-hand market, as well as users with older iPhones.
"Users have been moving from Android to iOS" for the past four years, said Jeff Fieldhack, the agency's research director.
said Jeff Fieldhack, director of analytics at Counterpoint. "This is an important milestone and we could see it replicated in other developed countries around the world."
Apple Chief Financial Officer Luca Maestri (Luca Maestri) has said that installed capacity is the engine of Apple's business growth. That number continues to grow, with all-time highs in every country and every service category, "a very important achievement," Maestri said.
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