Recently, Counterpoint Research released the share data of the global high-end mobile phone market (priced at more than $600) in 2023, and the relevant situation is as follows:
The first place is Apple, with a 71% share, the second place is Samsung, with a 17% share, the third place is Huawei, with a 5% share, the fourth place is Xiaomi, with a 2% share, and the fifth place is OPPO with a 1% share.
Compared with the data in 2022, Apple's proportion has declined significantly, and Samsung has increased slightly, this is because the sales volume of Samsung's S23 series is more than 20% higher than that of the S22 series, although the domestic brand has improved significantly, but this has a certain relationship with its lower base.
However, Huawei's future performance is very worth looking forward to, because Huawei's brand high-end has long been completed, and in the case of sanctions, it can win 3% of the global high-end market in 2022, which undoubtedly highlights its strength, and the proportion in 2023 has skyrocketed by 67% compared with 2022, which undoubtedly announces that Huawei has begun to accelerate its return.
This is closely related to the hot sales of the Huawei Mate 60 series, and the hot sales of the Huawei Mate 60 series are directly related to the return of the Kirin chip, which also means that Huawei has passed the most difficult moment, according to relevant information, Huawei's expected shipments in 2024 will come to 100 million units, and the sales of high-end machines will naturally rise, and the top three in the global high-end market must be stable.
According to the momentum of Huawei's Mate 60 series in short supply, Huawei's P70 series and Mate 70 series launched in 2024 should also be very strong, and the final sales of high-end machines should not be a big problem to 20 million units, while the sales of Samsung's S23 series in the 10 months after the release are more than 27 million units. Therefore, Huawei's global high-end market share of more than 10% in 2024 should be very promising.
In the high-end market, the most affected by Huawei is naturally Apple, specifically it will seriously affect Apple's performance in the Chinese market, this trend has become obvious after the launch of the Huawei Mate 60 series, in the Chinese market in Q4 of 2023, Apple's sales fell by 10.6% year-on-year, while Huawei skyrocketed by 79.3% year-on-year, this is still because of the shortage of supply for Huawei Mate 60 series, if the supply is sufficient, it is not impossible to increase by 100%.
In general, the high-end market is the real money-making market, and at present, Apple is still the king, Samsung is also very strong, after the return of Huawei's Kirin chip, Huawei's third position must be stable, and in 2024, it will continue to narrow the gap with Samsung, Xiaomi's momentum is also good, the international high-end top three are not forced for the time being, but the domestic high-end top three should be stable.