Top

Apple Continues to Retain Over 50% Share of Premium Smartphone Market in Q2 2021

  • Blogs
  • / Varun Mishra

The global premium smartphone market (models priced $400* and above) recorded a 46% YoY sales growth in Q2 2021, according to Counterpoint Research’s Market Pulse Service. The growth in the premium segment outpaced the overall market growth of 26% YoY. Besides, the premium segment share in the global smartphone sales increased to 24% in Q2 2021, compared to 21% in Q2 2020. Apple continued to lead the segment, cornering over half of the sales during the quarter, followed by Samsung and Huawei. Since the launch of iPhone 12 series in Q4 2020, Apple has continued to account for over 50% share in the premium smartphone market.

Global Premium Smartphone (>$400) Sales Market Share, Q2 2020 vs Q2 2021

Source: Counterpoint Research Monthly Market Pulse

A large part of the premium market growth in Q2 2021 was driven by Apple, which reported a sales growth of 74% YoY in the premium segment on the strong momentum of the iPhone 12 series due to the iPhone users continuing to upgrade to 5G. Apple’s supply chain was also very resilient in managing component shortages and gained from the decline of Huawei in regions like China and Europe. Apple was the largest OEM in the premium segment across all regions.

Global Smartphone Premium Market Rankings, Q2 2021

Source: Counterpoint Research Monthly Market Pulse

Although Samsung’s sales in the premium segment grew 13% YoY, the brand lost its share in the segment due to production disruption at its Vietnam unit following a fresh COVID-19 outbreak. However, with the launch of the new Z fold 3 and Z flip 3 models at a lower price point compared to their predecessors, Samsung is likely to gain share in H2 2021.

Xiaomi and OPPO both gained share in the segment driven by their premium portfolio-focused expansion in regions like Europe and China. Xiaomi was among the Top 3 players in Europe in the premium segment driven by its Mi 11 series. The OEM has been making efforts to gain from Huawei’s decline, which is now paying off. OPPO also gained share driven by its Reno and Find series in China and Western Europe.

OnePlus entered the Top 3 list for the premium segment in North America driven by its OnePlus 9 Series. The OEM gained both from LG’s exit and Samsung’s supply constraints.

Within the premium segment, while all the price bands saw growth, the highest growth (182% YoY) was seen in the ultra-premium band (>$800). This was mainly due to the strong momentum of the iPhone 12 Pro Max and iPhone 12 Pro. The Pro versions were launched later than the usual September date, causing demand to spill over to the subsequent months. Apple captured close to 75% of the ultra-premium segment, compared to 54% a year ago. This shift also indicates that more consumers now prefer high-end devices after realizing the importance of smartphones to them during the COVID-19 lockdowns. A section of consumers also had extra savings while working from home, which they invested in devices like smartphones.

Sales Market Share by Price Band, Q2 2020 vs Q2 2021

Source: Counterpoint Research Monthly Market Pulse

5G is also becoming a standard offering within the premium segment. The overall penetration of 5G within the premium segment reached 84% in Q2 2021, compared to 35% in Q2 2020. In the $600 and above price band, 95% of devices were 5G capable. The launch of the iPhone 12 series in Q4 2020 gave a boost to the sales of 5G capable devices in the segment.

4G, 5G Penetration in Premium Segment Smartphone Sales

Source: Counterpoint Research Monthly Market Pulse

Going forward, the premium segment is likely to continue its growth momentum. The sales of the iPhone 12 have been very stable in markets like the US even before the launch of the new iPhone series this month. Further, the launch of the Fold series from Samsung and the refresh of iPhones by Apple will also drive growth. With the replacement cycle for iPhone being closer to three years, there is also a significant potential of 5G upgrades in 2021 and beyond.

Xiaomi, OPPO, vivo and OnePlus will also continue to try to gain share in the premium segment. HONOR has also entered the segment in China with its Magic series. There is also the untapped segment of Huawei’s flagship users in China, which is a big opportunity. As the replacement cycle of these users approaches, other OEMs will gain share from Huawei.

*The analysis is based on wholesale ASP

You can also visit our Data Section (updated quarterly) to view the smartphone market share for World, USA, China and India.

Some of our other smartphone market analyses for Q2 2021

Varun Mishra

Varun is a Senior Analyst at Counterpoint Research based out of Gurgaon. In Counterpoint, he closely tracks mobile devices and ecosystem with a focus on Emerging Markets. He also tracks Global Refurbished Smartphone market. He started his career as a Consultant with Infosys Limited where he was able to identify strategic avenues for business growth through deep research and analysis of markets and companies in various domains. He holds a Master of Business Administration in Marketing from Institute of Management Technology, Ghaziabad and a bachelors degree from Coventry University, UK.
Click here to see all posts by this author
List
  • DEVICES
  • ECOSYSTEM
  • RECENT POSTS

Counterpoint Weekly Newsletter

Read Here

Apple Snack Pack

PREMIUM

Understanding iPhone

Explore Now

Coverage

Insights

Social media

Contact us

Copyright ⓒ Counterpoint Technology Market Research | All rights reserved

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited

Registration

In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.