Recently, Counterpoint, a world-renowned data research institution, released a list of the top 10 best-selling smartphones in the world in 2021. Of the 4,200 smartphone models active in the global market, Apple, Samsung and Xiaomi are the only brands to make it into the top 10, and among them, Apple occupies 7 positions on the list, which is the highest ever.
Apple leads the global market iPhone 13 performs well
The data shows that the top five models in 2021 are all from Apple, which accounts for 44% of the world's total smartphone revenue in 2021, reaching $196 billion. The iPhone 12 is the best-selling model, followed by the iPhone 12 Pro Max, iPhone 13, iPhone 12 Pro, and iPhone 11, with the top three models contributing 41% of Apple's total sales revenue stream. The urgent need for 5G upgrades from a strong and loyal iOS user base and the drive from carriers led sales of the iPhone 12 series, with high demand for the iPhone 12 and 13 series helping Apple's overall average selling price increase by 14 percent to $825 in 2021. In addition, the delayed rollout of the iPhone 12 series shifted demand for some of the holiday seasons to the first few months of 2021.
Counterpoint's Q4 2021 smartphone report released on March 3 showed that Apple surpassed Samsung to become the largest smartphone supplier in the fourth quarter of 2021, with shipments of 81.5 million units, creating a record share. Among them, the latest iPhone 13 series performed well, becoming the best-selling model in the fourth quarter of 2021, followed by the iPhone 13 Pro Max and iPhone 13 Pro. Driven by the iPhone 13 series, the average global smartphone sales price in the fourth quarter of 2021 increased by 12% year-on-year.
Vivo leads the Chinese market with strong glory increments
From the third quarter of 2020 to the fourth quarter of 2021, China's smartphone shipments fell 11% year-on-year to 84 million units. After Huawei's decline, competition has intensified and market dynamics are changing rapidly. Apple grew 13% year-over-year and 95% sequentially, with a 22% market share in the fourth quarter of 2021. Xiaomi fell to fifth place, maintaining its downward trend. OPPO rose to third place with the help of its sub-brand OnePlus. Vivo fell to fourth place in the fourth quarter of 2021 with sales of about 14 million units, with a market share of only 16.5%, but overall, vivo led the entire Chinese smartphone market in 2021.
After restoring its relationship with suppliers, Honor also began to rebound in the second half of 2021, and since becoming an independent brand for the first time, Honor has climbed to the second place in the market share in the fourth quarter of 2021, an increase of 100% year-on-year to 14 million units.
Entering 2022, CINNO Research's report data on March 7 shows that Apple's iPhone 13 still occupies the first position in sales. Even so, taking advantage of the Spring Festival shopping tide, domestic brands have re-led the Chinese market. Oppo Reno 7 5G, vivo S12, Honor 60, Honor X30 and other models are still selling well. It is worth mentioning that compared with last year, Glory's sales have skyrocketed, and sales in January have more than tripled. Although the market share of big brother Huawei has fallen out of the TOP5, the independent brand glory separated from Huawei is recovering the lost ground and regaining yesterday's glory.
Regain the high-end market The changes and attempts of domestic brands
Commenting on the Chinese smartphone market as a whole, senior analyst Ivan Lam said: "The Chinese market continues to decline due to various factors on the supply side and demand side. First, the ongoing shortage of parts is impacting shipments from all OEMs. Second, the average replacement cycle of smartphones in China is getting longer and longer. Smartphone designs within brands have also become more homogeneous, especially in hardware, failing to incentivize consumers to upgrade. Finally, China has been experiencing a complex economic environment, with exports driving growth and domestic spending remaining lackluster. ”
Despite a decline in 2021 shipments, major OEMs continue to expand their premium product portfolios. These devices include vivo's X70 Pro, Xiaomi's Mix 4, and Honor's Magic3 and Magic V. Foldable devices are another popular choice for OEMs to target the high-end market segment by offering differentiated products. Foldable devices bring a new form factor design and experience to smartphones. With the foldable equipment technology more mature, the price is more affordable, a huge potential market for users needs to be explored. In addition, Apple has not yet entered this field, which means that other OEMs have a chance to take the lead.
To its credit, the past year has also proven to be a milestone for Chinese OEMs in adopting advanced technology. Vivo, OPPO and Xiaomi have all launched self-developed chipsets to showcase their investment in semiconductors; OPPO and Honor have also launched foldable flagship models with more mature designs, especially for users for highly customized software.
Apple's success in the high-end market is an encouraging sign and will continue to inspire Chinese OEMs to strengthen their footprint in the space. Entering 2022, OEMs including Honor, Vivo and OPPO will continue to try to expand in the high-end market. In addition to foldable products, the Android brand will also launch more high-end smartphones this year to reclaim some of the market share apple gained in 2021.