Overview:

In this report, we forecast the shipment of key smartphone models by major OEMs and it focuses on giving a detailed view of quarterly flagship shipments globally.

Apple released four variants Q3 2021, as in the previous year and the proportion of sales by model is similar to the previous year. They will teminate the Mini variant from 2022 onward. Instead, it will show two variants each for 6.1" and 6.7" screen sizes, with a total of four new models expected to launch in the third quarter of 2022. While maintaining its premium brand image, Apple is expected to continue its efforts to diversify its lineup of new models and to cover a wider price range by using older models. This could contribute to increasing brand share in emerging markets such as SEA, Latam, and MEA.

The S22 series was launched about a month later than the S21. The most premium variant in the series, the S22 Ultra, will encourage existing Note users to replace their devices thanks to the S Pen, and accordingly, the proportion of sales in the series is expected to be larger than in previous years , especially at the beginning of its release. In 2023, its proportion will decrease slightly and the standard model, S22, will occupy the majority again.

Xiaomi increased shipments to strengthen mid-high during 2021, but demand fell short of it. In 2022, it is expected that they will temporarily put their high-end strengthening strategy on hold and turn to the mid-low side to focus on maintaining volume and market share.

Published Date: March 2022