2023-08-17 10:18:20
According to Counterpoint Research, the 4th quarter of 2023 is expected to see lower global smartphone shipments as Apple prepares to release its iPhone 15.
World number one in a declining market. This is the fate that Counterpoint Research has in store for Apple in the short term.
The analyst firm announces a drop in its global shipment forecasts smartphones for the last quarter of 2023 by 6% to 1.15 billion units. It would then be the lowest for 10 years.
This can be explained in particular by the poor form of the Asian market and in particular China, which is experiencing a difficult start to the year economically. The region as a whole is experiencing declines or slowdowns in growth, especially for emerging markets.
A sluggish Chinese market
According to Counterpoint Research, North America is also not at its best and “continues to be a major drag on the global recovery”. The first half was disappointing and the firm expects to see a drop of more than 10% by the end of the year.
Although the global economy is on the rise once more, Counterpoint notes that consumers are reluctant to change smartphones and the renewal period tends to lengthen.
Smartphone Shipments Worldwide 2014-2023 – Counterpoint Research
Analysts are therefore watching the 4th quarter with interest, in particular the expected launch of the iPhone 15 in mid-September. Apple’s keynote should take place around September 12, the second Tuesday of the month as is often the brand’s habit.
Analysts see it as “a window for operators to steal high-value customers.” With the overwhelming number of iPhone 12s in operation since launch in 2020 (over 100 million had been sold in the first 7 months), it’s time for device upgrades for many. A boon for Apple, according to Counterpoint Research, which might also benefit from a current trend of buyers to turn to premium or ultra-premium, its target hearts.
For the firm, with the growing presence of Apple in the Chinese market and in India, the end of 2023 might be auspicious and make Apple the future world leader in the market in terms of shipments throughout the whole of the year. A first, if the brand “does not encounter production problems like last year”, temper those responsible for the forecasts.
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