Key Takeaways: 

• Global Handset Sell-in Inclines, Sell-Through Declines Marginally
  • Sell through was slightly weak in July as major markets of China, US, India all were weak. Europe was mixed as UK was up while Italy, Spain were down. Asian markets were flat while MEA rose slightly.
  • Sell in was up slightly. We think Huawei restocking was happening. Huawei had a significant drop of sell in outside of China since late May. We think there is restocking that is happening and the drop in markets like Europe might not be that severe during the summer season.

• Apple, Samsung, Huawei, Oppo Register MoM Growth, Xiaomi and Vivo Decline

  • Samsung continues to gain driven by strong performance and addition of new devices to the A series line up. A series alone accounted for 78% of the total Samsung smartphone sell-through during July.

  • Apple performed well in EU, Japan and Canada but it continued to decline across other regions (incl. US & CH). The brand recorded its lowest monthly sell-through since October 2013 in the Chinese market at 1.4 million units.

  • Huawei’s regained lost market share driven by growth in EU as well as China.

• Apple Dominates Ultra-Premium & Premium Price Band

  • Demand in ultra-premium $800+ price band remained flat primarily because of Apple. Samsung Galaxy S10 5G device has done well in Korea and the US market. It remained the 3rd best-selling device in $800+ price band during July 2019.

  • Premium $600-$799 price band gained marginally. iPhone XR continues to dominate this price band. It accounted for almost half of the total smartphone sales in this price band. LG’s G8 ThinQ has also managed to capture some share in this price band, where it competes with the Samsung Galaxy S10/Plus and Huawei P30 Pro.

Number of Pages: 36
Author: Hanish Bhatia
Published Date: August 2019