Key Takeaways:

Global handset sell-in and sell-through declined

• Annual sell-through dropped 18% for handsets and 14% for smartphones. Handset sell-in shipments dropped slightly more as COVID-19 spread rapidly.
• Most of the drop in February was caused by China and Italy. Most other countries were still showing steady demand.
• There are observations that production from China showed a sharp decline, but this was also due to the Chinese New Year which was expected.
• Sell-in shipments were 108 million units for handsets during February showing a 22% drop compared to last year.

Apple and Huawei register deeper declines, but Samsung less

• Apple sell-through dropped 30% MoM and 7% YoY in February. This was mostly attributed to the seasonality in the Western markets and COVID-19 impact in China.
• Samsung smartphone sell-through declined MoM and YoY by 3% only. There was a slight impact of COVID-19 on Samsung mobile production in February as it has strong manufacturing ecosystem outside China; in Vietnam and India.
• Among Chinese brands, Huawei registered the steepest MoM and YoY declines – 27% and 28%, respectively.

Samsung gains in premium and ultra-premium segment, as Apple declines

• In the ultra-premium price band, Samsung gained slightly as Apple’s performance remained weak in China and the US. Overall, seasonality and COVID-19 impact in China led to a downturn.
• Samsung gained marginally in the premium price band ($600-$799) with the dip in Apple sell-through. iPhone 11 continues to account for ~60% volumes in this price band.

Table of Contents:

• Key Takeaways
• Global Mobile Handset Market Analysis
• Country-Level Smartphone Market Analysis
• Global Hardware Feature Analysis
• Global Hit Model Analysis

Author: Hanish Bhatia
Number of Pages: 39
Published Date: April 2020