Key Takeaways: 

• Global Sell-in Dropped, Sell-Through Rises Marginally: In September, global sell-in dropped, especially for Chinese brands and Samsung, however, Apple sell-in increased driven by new launches. Apple’s new launches were the major driver behind global sell-through, especially in key markets such as the US.
• During September, Apple’s global sell-through witnessed the highest MoM growth, among all other major OEMs, including Samsung, Huawei, Xiaomi, Oppo and Vivo. Infact, Apple and Vivo were the only two brands which showed growth in sell-through figures during the month.
• The ultra-premium price segment of $800 & Above gained overall market share, majorly driven by newly launched iPhone Xs series as well as Galaxy Note 9. This led to a decline in market share of premium price band ($600-$800), as buyers shifted to the higher price band.
• Consumer Lens Survey Insights: Smartwatch & Apple watch consumer insights survey revealed that Apple continues to remain the most preferred smartwatch brand, in the US. The survey indicated Amazon is the second most preferred sales channel after Apple store. India consumer survey revealed that 1/3rd of the users are planning to purchase their next smartphone in $150-$225 price band, while dual camera and processor remain the most important features for their next purchase.

Table of Contents: 

• Global Market Status
  • Market Sizing – Demand and 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
• Monthly Research Topic
  • Highlights from Counterpoint Research, Consumer Lens

Number of Pages: 72
Author: Counterpoint
Published Date: October 2018