Key Takeaways:

• Global Sell-in Declines, Sell-through Improves: Smartphone sell-through improved in most major markets including US, India and even China. EU remained flat while Japan registered negative growth. Sell-in has gone down thus inventory improved. Huawei incident led to demand-supply mismatch in some markets, so handset sales are expected to go down for several months.
• Apple Declines, Samsung & HOVX Brands Grow: Apple sales remained modest across markets due to seasonality. Apple is expected to go down further due to ongoing tussle between Us and China. Samsung registered growth driven by strong uptake of A & M series in SEA markets and flagship models in EU and Korean market. Huawei registered strong growth in EU and China, however sales are likely to go down due to ban by operators. EE and Vodafone already announced ban in EU. Oppo, Vivo and Xiaomi gained in China, India and SEA markets. Oppo is looking to expand in EU targeting premium price bands with Reno series.
• Flagships Dominate Ultra-Premium ($800+) Price Band: Apple and Samsung flagships accounted for 95% of the ultra-premium price band. Apple iPhone XS Max remained best-selling ultra-premium model, followed by Galaxy S10 Plus. US accounted for more than 40% of iPhone XS Max sales while EU (and South Korea) remained the key markets for Galaxy S10 Plus.

• Global Market Status
• Market Sizing – Demand & Supply / Price band
• Market Share – Vendor / Price band
• Major Country Landscape
• US Market Landscape
• China Market Landscape
• India Market Landscape
• Trends in Features and Specs
• Hardware trends and feature adoption rates
• Average feature sets
• Vendor market share by feature set
• Hit Model Analysis