Apple has performed exceptionally in 2020, driven by the cheaper and budget friendly iPhone

Smartphones with larger screens continue to show rapid momentum, driven by the increasing quality of mobile gaming, and social media’s lurch towards video content.” The report says, Apple has performed exceptionally in 2020, driven by the cheaper iPhone 11, and the budget-friendly iPhone SE.” Just 13% of smartphones shipped in H1 2020 were 5G-capable. Of these, 78% were shipped in China, which has quickly become the world leader in 5G deployment and adoption.

Apple’s worldwide smartphone shipments share:

H1 2019: 11.8%

H1 2020: 14.8%

Worldwide share of smartphone shipments by screen size:

H1 2019:

Below 5.5”: 14%

5.5”-6.4”: 77%

6.5” and above: 9%

H1 2020:

Below 5.5”: 9%

5.5”-6.4”: 55%

6.5” and above: 36%

“Smartphones with larger screens continue to show rapid momentum, driven by the increasing quality of mobile gaming, and social media’s lurch towards video content.” China has long been the world’s largest smartphone market by volume, but Q2 2020, China overtook the US to be the largest market for premium smartphones above US$600.”

Global smartphone shipment growth by price band in H1 2020:

US$600-US$799: +10% YoY

US$800+: -23% YoY

“Amid COVID-19, ultra-premium smartphones have been weak. Increasingly customers are sucked down into competitive sub-premium devices between US$600-US$799.”

"Those customers who might have made a purchase decision based on luxury have delayed that decision, due to the crisis. But those making a purchase out of necessity are still a stable part of the market. People now tend to keep their phones for longer, so if Apple does bring 5G devices to market, it will finally be able to target stubborn upgraders at the high-end who are looking to future-proof their next device.”