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Canalys<\/a> said weak demand in the quarter ended September caused shipments to decline 9% year-over-year to 297.8 million units, while preliminary data from IDC revealed a 9.7% year-over-year decline to 301.9 million units. Counterpoint reported a 12% year-on-year decline to 301 million units in the same quarter.
IDC said this is the largest-ever third-quarter decline and the fifth consecutive quarter of fall in shipments. By contrast, Counterpoint said the international political tensions resulting in economic uncertainty hit the smartphone market even though it reversed its slide below the 300-million-mark last quarter, due to a slight recovery in Apple<\/a> and Samsung<\/a> shipments.
Samsung was the top smartphone maker, shipping 64 million units despite a fall of about 8% year-over-year in Q3. Oppo<\/a>, in contrast, fell the sharpest at 22% to ship 25-29 million units and secured fourth position, according to the data from the research firms.
iPhone-maker Apple in the second position was the only company to grow in the third quarter due to the robust demand for the iPhone 13 and the recently launched iPhone 14 series<\/a>. Third-placed Xiaomi<\/a> suffered an 8% decline only as it managed to leverage its global presence to find opportunities for growth, they said.
‘Premium phones faring better than mid-to-low end phones’
<\/strong>
“Performance of the high-end segment was the only highlight this quarter,” commented Canalys Research Analyst Runar Bjørhovde on the performance of vendors. “Apple reached its highest Q3 market share yet, driven by both the iPhone 13 and newly launched iPhone 14<\/a> series.”
In the Android space, Samsung refreshed its foldable portfolio and increased its marketing initiatives significantly to generate interest and demand for its new flagships, said Bjørhovde.
“Mid-to-low-end demand has been hit making it challenging for vendors to navigate in a competitive segment. Xiaomi managed to leverage its global scale with a refreshed product line to offset declines in its home market. Oppo and Vivo are still significantly impacted by the drop in the China market but have both shown small signs of recovery,” he added.
“Most major vendors continued experiencing annual shipment declines in the third quarter of 2022. Russia’s escalating war in Ukraine, ongoing China-US political distrust and tensions, growing inflationary pressures across regions, a growing fear of recession, and weakening national currencies all caused a further dent in consumer sentiment, hitting already weakened demand,” Harmeet Singh Walia, Senior Analyst at Counterpoint Research<\/a> highlighted the overall market dynamics.
“This is also adding to a slow but sustained lengthening of smartphone replacement cycles with smartphones becoming more durable and as technology advancement slows. This is accompanying, and to a smaller degree advancing, a fall in the shipments of mid- and lower-end smartphones, even as the premium segment weathers the economic storm better,” Walia said.
Ryan Reith, group vice president with IDC's Worldwide Mobile and Consumer Device Trackers, noted that developed markets that sell more premium devices<\/a> are faring better than emerging markets where smartphones are sold at relatively low prices.
“We believe this is largely supported by the expansion of installment plans offered through telcos, retail channels, and even direct from vendors. Promotional activity around trade-in offers also supports that shift,” Reith added.
Market outlook
<\/strong>
Canalys Analyst Sanyam Chaurasia said that Europe and Asia Pacific outperformed the rest of the world in Q3. “Europe avoided a significant drop helped by a spike in shipments to Russia. Here, Chinese vendors leveraged short-term opportunities to stock up the channel in a market that has been undersupplied during previous quarters. APAC had a huge variation between different markets, but sequentially improving demand in India, Indonesia and the Philippines helped the region stabilize its performance.”
He added that carrier-dominated markets such as North America and Latin America presented increasingly cautious sentiments on managing inventory before heading into big holiday seasons, contrasting a much more optimistic view in Q3 last year.
Counterpoint Research’s Associate Director Jan Stryjak noted that the full-impact of iPhone 14 may be felt in Q4, resulting in further quarterly improvement in the coming quarter but central banks’ attempts to control inflation will further reduce consumer demand.
“The channel inventory is still higher, and the OEMs will focus on getting rid of excess inventory in Q4 as well. Hence, shipments are unlikely to reach last year’s levels, let alone pre-pandemic Q4 levels of over 400 million units. Looking further ahead into 2023, we expect sluggish demand with lengthening replacement rates, especially in the first half of the year,” said Stryjak.
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智能手机市场下跌9 - 12%在第三季度需求疲软咬伤:市场追踪器
Canalys说需求疲软,在截至9月份的季度出货量同比下降9%,至2.978亿辆,而从IDC透露初步数据较上年同期下滑9.7%,至3.019亿辆。对位法较去年同期下降12%,至3.01亿辆在同一季度。
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Canalys说需求疲软,在截至9月份的季度出货量同比下降9%,至2.978亿辆,而从IDC透露初步数据较上年同期下滑9.7%,至3.019亿辆。对位法较去年同期下降12%,至3.01亿辆在同一季度。
IDC说,这是有史以来最大的第三季度下降和出口连续第五个季度下降。相比之下,对位表示,国际政治紧张局势导致经济不确定性的智能手机市场,尽管它逆转了去年下滑低于3亿-马克季度,由于轻微的复苏苹果和三星发货。
三星的智能手机制造商,发货6400万台尽管第三季度同比下降约8%。相对应的人相比之下,最大的22%下降到船25 - 29百万单位和获得第四的位置,根据研究公司的数据。
业巨头苹果在第二个位置是唯一一家在第三季度增长由于需求强劲的13和最近推出了iPhoneiPhone 14系列。第三小米只下降了8%,设法利用其全球影响力找到成长的机会,他们说。
“高端手机远比mid-to-low结束电话的”
“高端部分的性能是唯一突出本季度,“评论Canalys研究分析师Runar Bjørhovde在供应商的性能。“苹果第三季度的市场份额达到了最高,由iPhone 13和新推出的iPhone 14系列。”
在安卓领域,三星刷新其折叠组合,显著增加了营销活动产生兴趣和需求的新旗舰,Bjørhovde说。
“Mid-to-low-end需求已经达到使它具有挑战性供应商导航在竞争激烈的市场。小米设法利用其全球规模的刷新产品线抵消其本土市场的下跌。同僚和体内仍显著影响中国市场的下降但都显示小复苏的迹象,”他补充道。
“最主要的供应商继续经历年度装运2022年第三季度的下降。俄罗斯的战争升级在乌克兰,中美政治不信任和持续的紧张局势,跨地区,日益增长的通胀压力日益衰退的恐惧,并削弱本国货币导致消费者信心进一步削弱,触及已经削弱了需求,”辛格Harmeet生活,高级分析师对比研究强调整体的市场动态。
“这也是增加缓慢但持续延长智能手机与智能手机变得更加耐用和更换周期技术进步慢。这是陪同,一个较小的程度上推进,下降中期和低端智能手机的出货量,即使溢价部分经济风暴天气更好,”生活的说。
Ryan Reith集团副总裁IDC全球的移动和消费设备追踪器,指出,发达市场,卖出更多的溢价设备表现比新兴市场智能手机以相对较低的价格出售。
“我们相信,这主要是由电信公司提供的分期付款计划的扩张,零售渠道,甚至直接从厂商。促销活动以旧换新提供也支持这种转变,”瑞斯补充道。
市场前景
Canalys分析师Sanyam Chaurasia说,欧洲和亚洲太平洋在第三季度超过世界其他地区。“欧洲避免了重大下降得益于出口到俄罗斯。这里,中国供应商利用短期机会囤积的渠道在市场不足在前几个季度。亚太地区不同市场之间有着巨大的差异,但顺序改善需求在印度、印尼和菲律宾帮助该地区稳定性能。”
他补充说,carrier-dominated北美和拉丁美洲等市场呈现越来越谨慎情绪管理库存进入大节假日之前,在去年第三季度对比更乐观的看法。
对比研究的全面影响Jan Stryjak副主任指出,iPhone 5月14日在第四季度,导致进一步在未来季度季度改善但央行试图控制通胀将进一步减少消费需求。
“渠道库存仍高,oem厂商将重点在第四季度去除多余的库存。因此,出货量不大可能达到去年的水平,更不用说大流行前第四季度的4亿件以上的水平。进一步展望未来2023年,我们预计需求疲弱和延长替代率,特别是在今年上半年,“Stryjak说。
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