The latest market intelligence reports from Strategy Analytics and Counterpoint reveal that iPhone was the top smartphone brand in Southeast Asia in Q3 and China during the recent 11/11 online shopping festival.
According to the reports, both Southeast Asian and Chinese smartphone markets saw a decline because of economic conditions and production delays. Even in declining smartphone markets, Apple iPhone performed very well.
COVID-related disruptions, consumer fatigue, and economic headwinds made 11.11 lackluster this year in China, said analyst at Strategy Analytics.
Southeast Asia is still facing macroeconomic headwinds. This has resulted in weak business and consumer sentiments. Investments have slowed down too, including FDI volumes for some countries. – Counterpoint
iPhone continues to dominate smartphone markets in spite of economic headwinds
According to Counterpoint’s research on premium smartphone shipments in Q3, 2022 in Southeast Asian markets, iPhone shipments grew by 63% year-on-year while competitors’ shipments declined.
There were some brand-level hits and misses too in Q3 2022. While Samsung shipments fell 13% YoY, Apple’s shipments were up 63% YoY across all the key countries. Vietnam seemed to be grabbing iPhones at a faster rate than its neighbours.
Analysis of smartphone sales on the 11.11 festival in China by Strategy Analytics reveals that Apple iPhone ranked the top smartphone by volume and revenue share at the expense of Chinese brands. iPhone 14 and iPhone 13 were the most-sold premium smartphone models. Linda Sui, Senior Director at Strategy Analytics said:
Apple solidified the leadership during 11.11 festival this year. Apple sold nearly 3.5 million iPhone units, down -27% YoY but still outperformed overall market which went down -35% YoY. We estimate Apple generated the revenue of 25.1 billion CNY (US$ 3.5 billion), with the full retail price of 7,150+ CNY (1000+ USD).
Apple ranked top by volume share (39%) and revenue share (68%) at the expenses of Chinese brands. iPhone 14 series and iPhone 13 were on the top selling model list and dominated premier segment.