The premium smartphone market has become increasingly competitive in recent years, with several major players vying for a share of the lucrative segment. However, one company has emerged as the clear leader, with a dominant 75% share of total sales in the past year: Apple.
Despite a shrinking global smartphone market, the premium segment grew by 1%, accounting for 55% of total market revenue in 2022. This growth has been driven by affluent customers who are more immune to macroeconomic difficulties.
Apple’s success in the premium smartphone market can be attributed to several factors, including its strong brand reputation, innovative technology, and effective marketing strategies. The company has consistently released high-quality products that appeal to consumers, and its loyal customer base has helped to maintain its dominance in the market.
However, with more OEMs launching foldable devices in the premium segment, Android could see a resurgence this year, posing a potential threat to Apple’s market share.
In this article, we will explore how Apple has managed to maintain its dominance in the premium smartphone market and what the future holds for the segment.
Premium Smartphone Segment
The premium smartphone segment, which constituted 55% of the total market revenue in 2022 and demonstrated a 1% growth despite a 12% decline in the global smartphone market, was dominated by Apple with a noteworthy 75% share, as reported by Counterpoint.
This segment caters to affluent customers who are more immune to macroeconomic difficulties and are willing to pay a premium for advanced features and quality products.
The growth in this segment can be attributed to the increasing trend of consumers upgrading to newer and more expensive models, which results in higher revenue for smartphone manufacturers.
Apple’s dominance in the premium smartphone market can be attributed to its brand loyalty and reputation for high-quality products.
The company’s sales went up by 6% during the past year, leading to its dominance in the premium market.
However, Apple experienced supply disruption during the peak holiday season, resulting in reduced sales of premium smartphones.
This disruption allowed for Samsung to gain a small share of the market, with 16% of the total premium market share.
Nonetheless, Apple’s continued dominance in the premium smartphone segment is expected to persist due to its loyal customer base and new product releases.
Sales and Market Growth
Despite a global smartphone market decline of 12%, the premium segment grew by 1% and accounted for 55% of total market revenue in 2022. This growth can be attributed to the resilience of affluent customers who are less affected by macroeconomic difficulties.
Moreover, the premium smartphone market has seen a shift towards iOS, which has expanded to 75% of premium smartphones, while Android has declined to 23%, according to Counterpoint.
Despite the dominance of Apple in the premium smartphone market with a 75% share, Samsung had 16% of premium market share, but sales dropped by 5%.
However, Android could see a resurgence this year with more OEMs launching foldable devices in the premium segment. Meanwhile, Apple experienced some supply disruption during the peak holiday season, resulting in reduced premium smartphone sales.
Overall, the premium smartphone segment continues to be a significant driver of revenue in the global smartphone market.
Competition in the Market
With the emergence of more OEMs launching foldable devices in the premium segment, Android may experience a resurgence in the premium smartphone market. Currently, Apple dominates the premium smartphone market with a 75% share, while Samsung holds a distant second place with 16% market share. However, despite the decline in Samsung’s sales by 5%, it still remains a significant player in the premium smartphone market.
The premium smartphone market has seen a shift towards foldable devices, and this trend is expected to continue in 2023. Various Android OEMs such as Samsung, Huawei, and Xiaomi have already launched foldable smartphones. With more players entering the market, it is expected that the competition will intensify, giving customers more choices and potentially leading to a decrease in Apple’s market share. The following table provides an overview of the top players in the premium smartphone market and their market share.
| Company | Market Share |
|---|---|
| Apple | 75% |
| Samsung | 16% |
| Huawei | 6% |
| Xiaomi | 2% |
| Others | 1% |
Challenges Faced by Companies
Various challenges are faced by companies in the premium smartphone segment, including supply disruptions, declining sales in certain regions, and the need to keep up with emerging trends such as foldable devices.
Apple, for instance, experienced supply disruptions during the peak holiday season, which resulted in reduced sales of premium smartphones. Huawei, on the other hand, faced a decline in sales due to a slump in the Chinese market. Samsung reported a slump in profits at the end of 2022, and multiple divisions suffered as customers adjusted their inventories.
In the face of these challenges, companies in the premium smartphone segment must continue to innovate to stay ahead of the competition. This often means investing in research and development to create new features and technologies that appeal to consumers.
Companies must also keep up with emerging trends such as foldable devices, which have the potential to disrupt the market. Additionally, companies must be able to adapt to changing market conditions, such as declining sales in certain regions, by adjusting their product offerings and marketing strategies.
Finally, companies must be able to manage their supply chains effectively to ensure that they can meet demand and avoid disruptions that can lead to lost sales and revenue.
Future Outlook and Trends
Looking ahead, the premium smartphone market is set to experience growth despite the overall decline in the global smartphone market. The affluent customer base, who are less likely to be affected by macroeconomic difficulties, will continue to drive demand for premium smartphones. The emergence of new technologies, such as foldable devices, is expected to contribute to the growth of the premium smartphone segment.
The market share of Android has declined to 23%, while iOS has expanded to 75% of the premium smartphone market. However, Android could see a resurgence this year with the launch of more foldable devices in the premium segment.
Apple’s dominance in the premium smartphone market is expected to continue, with the company reporting a 6% increase in sales in the past year. The supply disruption during the peak holiday season resulted in reduced premium smartphone sales, but the company is expected to bounce back in the coming years.
Samsung, on the other hand, reported a slump in profits at the end of 2022, but the company plans to continue catering to high-end product demand and expand its leadership in the smartphone market with the Galaxy S23. The existing foldable offerings in China set to be available in markets outside the country could contribute to Samsung’s growth in the premium smartphone market.
