Global handset sell-in and sell-through declined
- Annual sell-through dropped 18% for handsets and 14% for smartphones. Handset sell-in shipments dropped slightly more as COVID-19 spread rapidly.
- Most of the drop in February was caused by China and Italy. Most other countries were still showing steady demand.
- There are observations that production from China showed a sharp decline, but this was also due to the Chinese New Year which was expected.
- Sell-in shipments were 108 million units for handsets during February showing a 22% drop compared to last year.
Apple and Huawei register deeper declines, but Samsung less
- Apple sell-through dropped 30% MoM and 7% YoY in February. This was mostly attributed to the seasonality in the Western markets and COVID-19 impact in China.
- Samsung smartphone sell-through declined MoM and YoY by 3% only. There was a slight impact of COVID-19 on Samsung mobile production in February as it has strong manufacturing ecosystem outside China; in Vietnam and India.
- Among Chinese brands, Huawei registered the steepest MoM and YoY declines – 27% and 28%, respectively.
Samsung gains in premium and ultra-premium segment, as Apple declines
- In the ultra-premium price band, Samsung gained slightly as Apple’s performance remained weak in China and the US. Overall, seasonality and COVID-19 impact in China led to a downturn.
- Samsung gained marginally in the premium price band ($600-$799) with the dip in Apple sell-through. iPhone 11 continues to account for ~60% volumes in this price band.
Table of Contents:
- Key Takeaways
- Global Mobile Handset Market Analysis
- Country-Level Smartphone Market Analysis
- Global Hardware Feature Analysis
- Global Hit Model Analysis
Author: Hanish Bhatia
Number of Pages: 39
Published Date: April 2020
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