A recent report of Counterpoint, a market intelligence firm, on ‘European Smartphone Market Down 14% YoY in 2020’ reveals that Apple’s decision to delay the launch of iPhone 12 proved beneficial not only for the current flagship smartphone series but also for iPhone 11 and iPhone SE.
The iPhone 12 series was launched on October 13, 2020, after a month’s delay than the usual September iPhone launch time. Although the company did not officially release a statement on the reasons for the delay, it was reported that COVID-19 related production hurdles impacted the smartphone’s release. And that proved to be a blessing in disguise, according to Counterpoint.
Delay in iPhone 12 launch was beneficial for Apple
The latest iPhone 12 line-up is not only packed with advanced technology, features but is also available in a variety of sizes: iPhone 12, mini, Pro, and Pro Max. And the smartphone series was launched at a time when the mobile market was craving new products. The report states,
Apple may have declined slightly in 2020, but this doesn’t tell the full story. The decision to delay the launch of the iPhone 12 appears to have paid off, for two reasons. First, it gave the iPhone 11 and iPhone SE the opportunity to demonstrate remarkable longevity, selling continuously well in many markets throughout the year.
And second, it built up demand for the new device which, when finally launched in October, sold spectacularly. In fact, the iPhone 12 was Apple’s most successful device launch to date, and drove Apple to a record share high of 30% in Q4 2020.
The report also mentions that “overall, 2020 saw the European smartphone market shrink by 14% versus 2019” because of low consumer spending due to COVID-19.
2020 was a rollercoaster year for the European smartphone market. The COVID-19 pandemic hit the region hard, resulting in both supply and demand side issues. Meanwhile, economic concerns and employment worries led to consumers saving rather than spending, and widespread lockdowns meant that many consumers were unable or unwilling to visit retail stores and buy new devices.