2023-08-18 17:33:50
par Jennifer Mertens
posted on Friday August 18th, 2023 at 7:33 PM •
4 min read
The trend is downward in the smartphone market. Shipments for 2023 are expected to hit their lowest level in a decade, according to forecasts from analyst firm Counterpoint Research. But a player in the sector should still manage to pull out of the game: Apple.
News : Counterpoint Research predicts that Apple will take the top spot in the smartphone market in terms of shipments this year.
A promotion for the Cupertino company which comes in a particular context since smartphone sales have been at half mast for a while. The analyst firm expects smartphone shipments to drop 6% to 1.15 billion units, the lowest volume in 10 years.
Inflation is not far away
This trend is not a sign of consumer disinterest, but rather the result of a sluggish economic situation. For more than a year now, the world has been facing widespread inflation, linked to the war in Ukraine, but also to the lack of recovery of the Chinese economy, despite the lifting of restrictions imposed by Covid-19.
The Asian market is not doing very well, with China in the lead. The region is experiencing declines or slowdowns in growth, especially in emerging markets. A situation that obviously does not push the population to buy a new smartphone. North America is no slouch as it “continues to be a major drag on the global recovery” in smartphone shipments, according to Counterpoint Research. The firm also expects the decline observed in the first half to continue in the second and thus achieve a double-digit drop in shipments.
The fact is that even though the global economy is showing signs of improvement, consumers are still hesitant to upgrade their smartphones due to still high prices. The renewal period tends to lengthen, notes Counterpoint.
A boon for Apple
With the release of its new smartphone, l’iPhone 15at the start of the next school year, a model announced as a turning point for the rangeApple should stand out and sell with a vengeance.
Counterpoint Research indeed expects iPhone 12 owners – released in 2020 – to renew their phone with the brand new model this year. The iPhone 15 should therefore, like its ancestor, experience significant success. The phone’s arguments should also allow Apple to steal customers who want to renew their device from its competitors. But that’s not all. Apple’s growing deployment in certain markets, notably China and India, should allow it to increase its sales by the end of the year. What to allow him to take first place in the market in terms of shipping throughout the year. It would be a first. It only remains to hope that no external factor such as production problems will disturb the royal road that stands before Apple.
And following ? Analysts estimate that the market depression should end with 2023. They indeed expect a rebound in 2024, without the market returning to “pre-pandemic levels” anytime soon.
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