Apple led smartphone sales in China in the fourth quarter of 2022 despite sustained sluggish demand in the industry's largest market.
According to the most recent statistics from Counterpoint Research, this triumph makes the US tech giant the second-top brand in China for the first time ever.
Smartphone Demand
In Q4, which ended on December 31, 2022, smartphone sales in China fell by 15%. Based on a report by the South China Morning Post (SCMP), this is the fourth consecutive quarter of double-digit declines due to a slowing domestic economy and a spike in Covid-19 cases after lifting its strict pandemic restrictions.
Also, consumer demand in China has been hampered by macroeconomic challenges and Covid-related delays since 2020. A study issued on Friday, Jan. 27, by Beijing-based analyst Archie Zhang of global tech research firm Counterpoint confirmed it.
The most recent data from Counterpoint shows that the industry as a whole is cautiously optimistic about its near-term prospects in the world's biggest smartphone market.
Zhang said that although China's regulatory shift on Covid-19 took off the market a surprise, the reopening process has reportedly moved faster than anticipated.
He warned that consumer confidence would take longer than the economy's recovery, especially in future income.
"Therefore, we do not expect any explosive growth in smartphone sales this year. But a marginal recovery can still be expected."
After the first quarter, when the country's social life returns to normal, Zhang predicts that smartphone sales will increase.
Market Analysis
For the December 2022 quarter, Apple achieved a quarterly record high of 23.7% market share in China thanks to the success of the iPhone 14 series.
Counterpoint found that both Apple and its big domestic Android competitors saw sales dip by double digits during that time period.
For the fourth quarter, Vivo's sales were down 21 percent, putting it in second place behind Apple. During the same timeframe, sales dropped by 21%, 15%, and 19% for Oppo, Honor, and Xiaomi, respectively - three of the other top five smartphone manufacturers.
Throughout 2022, Vivo's 19.2% market share remained China's most popular smartphone brand. Oppo came in second with 17.5%, Honor in third with 16.7%, and Xiaomi in fourth with 13.9%.
Counterpoint said China's 2022 smartphone sales dropped 14%, hitting its lowest point in a decade. However, Apple's 3% drop was better than the market average.
According to Counterpoint's analysis, Chinese manufacturers of Android smartphones remain convinced that the premium category is the key to increasing sales. So they have released a number of high-end models this year.
Additionally, they released additional foldable gadgets since rivalry in this market sector is anticipated to heighten this year. Counterpoint believes Chinese smartphone makers will increase their foldable product lines worldwide.
Among the top five smartphone manufacturers in the world in 2022, Samsung ranked first, followed by Apple, Xiaomi, Oppo, and Vivo.
