2020 has been an atypical yr. We’re nonetheless making an attempt to deal with the brand new regular that the continued pandemic has introduced upon us. These modifications have helped some corporations improve their gross sales numbers, as laptops and PCs are important for folks to work or examine from house. Nevertheless, 2020 didn’t deal with each firm or each market the identical. The smartphone market suffered a 6% YoY decline in gross sales throughout This autumn 2020, which interprets to extreme losses for everybody besides Apple and Samsung.
In line with the most recent knowledge from Counterpoint, Apple and Samsung had been the one OEMs to see positive growth over the past quarter of 2020. Cupertino managed to extend its gross sales due to document excessive iPhone 12 gross sales, whereas the Korean tech large has to thank its Samsung Galaxy S20 FE for saving its quarterly gross sales.
Analysis Analyst Maurice Klaehne explains why the just lately launched iPhone 12 helped Apple attain 14 % YoY progress throughout This autumn 2020, as he says that, “We did see two shiny spots available in the market. Apple had a really robust YoY progress interval, even with a delayed and staggered iPhone 12 launch. Demand for brand new iPhones outpaced provide in lots of circumstances as carriers had good promotional provides for each switchers and upgraders, one thing that isn’t as frequent. AT&T’s improve provides allowed clients to commerce in older gadgets for reductions of as much as $799, successfully making the iPhone 12 a free machine with a qualifying limitless plan and trade-in. Preliminary wait occasions for the Professional fashions, particularly the iPhone 12 Professional Max, spanned shut to a few weeks. Given this robust demand for brand new iPhones and provide shortages in This autumn 2020, we count on gross sales to spill over into Q1 2021.”
Senior Analyst Hanish Bhatia gave his feedback on Samsung’s gross sales and the way the Galaxy S20 FE was the primary motive for the chaebol’s success. He says that “Samsung had a powerful quarter as effectively, primarily because of the success of the Samsung S20 FE 5G. The OEM even launched a 256GB variant within the quarter to fulfill additional demand from clients trying to purchase a sub-$1,000 machine. Particularly throughout this COVID-19 interval, clients want to spend much less cash, however nonetheless need specs of flagship gadgets. Commerce-in provides turn into particularly interesting when the month-to-month invoice doesn’t improve by greater than $10-$15. Looking forward to 2021, the launch of latest Samsung Galaxy S21 addresses the pricing problem as every machine is $200 inexpensive than the S20 sequence. Nevertheless, January and February are typically a lull available in the market, and with Apple’s present momentum, there will probably be much less alternatives for Samsung to capitalize on.”
Now, we should solely wait and see how 2021 unfolds. The Samsung Galaxy S21 sequence has just lately launched. Its aggressive pricing, deals, and trade-in discounts might give it a combating probability in opposition to the iPhone 12’s momentum, although Samsung will not be anticipating its latest flagship to sell as much as its predecessors.
Supply Counterpoint Research