What They Say
Counterpoint Research reported its data for the premium smartphone market in 2021 and said that it was up 24% to reach 27% of the overall market. (Counterpoint regards the market for handsets as above $400 at wholesale price).
Research Director Tarun Pathak said,
“The premium market growth in 2021 was driven by a mix of factors, including replacement demand, OEM strategies and supply chain dynamics. Upgrades to the affordable-premium segment in emerging economies and replacement demand for 5G devices in advanced economies continued to drive growth”.
Handset makers put the chips they had available in their premium handsets which helped the boost.
- Apple dominates the segment and that dominance has grown in 2021 and was the top brad in every region
- Samsung grew 6%, but lost share although foldables did well especially in South Korea, North America and Western Europe.
- Oppo and vivo’s sales more than doubled in the premium segment in 2021, growing 116% and 103% respectively. Oppo has been gaining steadily in the European market, aiming to fill the gap left by Huawei.
- Xiaomi’s gains were driven by the Mi 11 series. Xiaomi featured in the top-five list for the premium segment in almost all the regions where it operates.
- Asus also gained with its focus on the niche gaming segment.
- LG’s exit from the smartphone market helped Motorola, Google and OnePlus gain in the North American Market.
The linked article also looked a brand rankings by region and 5G penetration, which was 91% in this segment of the market in Q4.
What We Think
The row across the top of the second chart here must make folks in Cupertino happy, but the number of different brands shows how much regional factors influence the market. (BR)
