Due to the slowdown in the economy, shipments of smartphones in 2022 decreased markedly, which, however, did not affect the premium segment, where sales in annual terms, on the contrary, grew by 1%. Apple retained its leadership, capturing 75% of the market for high-end devices priced from $600. This year, the company plans to consolidate its leadership by introducing exclusive features for the iPhone 15 Pro line, Counterpoint Research analysts say.
Image source: apple.com
If it weren’t for disruptions in the supply of iPhone 14 Pro devices, Apple’s share in the premium smartphone segment in 2022 could have been even higher, but it also turned out well with a figure of 75% – a year earlier it was 71%. In monetary terms, the company increased sales by 6%, benefiting from the decline in Huawei’s performance in the Chinese market. Apple secures audience loyalty through long-term software support, streamlined after-sales customer support, and full integration of devices into a single ecosystem.
Samsung failed to repeat last year’s success, and its global market share in the premium smartphone segment has declined from 17% in 2021 to 16% in 2022. In monetary terms, sales fell by 5%. For other manufacturers, the dynamics turned out to be much more active: sales of Huawei and Xiaomi in the premium segment fell by 44% and 40%, respectively, while those of Honor and Google jumped by 110% and 118%, respectively.
This year, Apple will bet on exclusive innovations with the iPhone 15 Pro: according to unconfirmed reports, these will be a telescopic lens with optical zoom, record-breaking thin bezels around the display, a titanium case and an Apple A17 Bionic processor made using 3 nm technology.
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