iPhone 13 remains the most popular smartphone on the market

iPhone 13 remains the most popular smartphone on the market

The latest Worldpanel ComTech OS smartphone data reveals that despite high inflation and severe supply chain disruptions caused by the pandemic and subsequent lockdowns, Apple’s iOS platform has grown the install base year on year across the five European countries (France, Germany, Italy, Spain and major countries). Britain), the United States, mainland China and Japan. Across key markets measured by Kantar, Apple’s iOS platform accounted for 27% of sales in the third quarter of 2022.

The continued success of the iPhone 13 is spurring iOS engagement

The success of iOS is due to the continued strong performance of the iPhone 13, which, one year after its launch, remains the most popular smartphone model on the market. iPhone owners usually have higher levels of disposable income, which helps them weather the effects of global inflation. Looking ahead, we expect the latest iPhone 14 lineup to achieve comparable levels of growth.

Apple’s success over the past 20 years is due in part to its heavy bet on mainland China, after investing heavily in the China-based factories that now produce most of its products. This decision has also been a hit among Chinese consumers: Kantar’s Worldpanel ComTech study reports that 21% of people in mainland China were iPhone owners in September 2022, up 9% installed base growth over the previous year.

Kantar’s data indicates that Android was operating at a steady rate through the third quarter of 2022, seeing steady installed base growth in all markets except Italy and mainland China, which was held back by lower growth from Huawei. Samsung’s Galaxy A series of phones are very popular in Europe; The flagship S Series is the best-selling model in the United States.

The configuration of manufacturers within the Android ecosystem continues to evolve. The continued collapse of Huawei in Europe, coupled with LG’s withdrawal from the market last year, has led to the growth of Chinese brands Xiaomi and Oppo. They are the third and fifth brands owned respectively in their home markets and continue to make significant gains in Europe. It should be noted that Xiaomi is the #1 owned smartphone brand in Spain and #2 owned in Italy (growth achieved in both markets up to Q3 2022).

Maintain devices for a longer period

Businesses and consumers in Europe, America and increasingly Asia (which previously seemed immune to the bug of inflation) are grappling with rising inflation. As companies struggle to absorb the increased costs, those costs are passed on to the consumer. The result is delayed smartphone buying: more consumers have owned their smartphones for four years or more in the following markets.

comtech osshares q3 diagram 2

However, the manufacturer’s response seems less stringent compared to that of the consumers. During Apple’s latest announcement, the closest indication of financial pressure was that the iPhone 14 still starts at $999, and the iPhone 14 Pro at $1,099. While this statement sounds true in the US, for Europeans prices have gone up (standard iPhone 14 models have gone up by £70 / €100 respectively), driven by inflation and a stronger dollar. Apple didn’t stop there and continued to overcharge its iPad Air by £100 over its initial launch price seven months ago. Google resisted a similar move when launching the Pixel 7 series last month, yet other competitors may not be able to resist raising prices when they launch their next ranges.

Jack Hamlin, Director of Global Consumer Insights at Kantar’s Worldpanel ComTech, comments, “In an industry upended by geopolitical, economic, and environmental turmoil, Apple’s latest announcement seemed like a welcome return to normalcy—a brief escape to a Cupertino spaceship. The Far Out event followed.” Familiar formula, with the latest iPhones, Watch and AirPods announced.

European consumers hold more price-conscious attitudes towards technology

Smartphone manufacturers raising their prices are exacerbating an already difficult financial environment for European consumers suffering from soaring energy bills. Europeans are more price conscious towards technology than other regions surveyed. Kantar’s Worldpanel ComTech study reports that 31% of 5 smartphone owners in Europe report spending within a certain price range compared to 22% of Americans.

Jack Hamlin continues: “Beyond the glamor of launch events, the smartphone industry is entering a period of unprecedented change. The study reports modest growth in smartphone ownership in the third quarter 22 compared to the 23rd quarter in Europe 5 (France, Germany, Italy, Spain and Great Britain) and the United States Mainland China, Australia and Japan Installed base growth stalled yoy in Japan down from +7% to +3% and in Great Britain down from +3% to +1% versus a year earlier.

“As we approach the end of 2022, smartphone manufacturers must come up with an answer on how to overcome inflationary pressures and more price-sensitive consumers. Improved exchange values, broader budget device ranges, absorbing additional operating costs, improved distribution channels, improved product development, are just some of the levers that can be pulled.”

Kantar’s data visualization tool allows users to view and analyze smartphone operating system market share data online. The latest sales share figures for major operators can be viewed and compared to historical figures over here.

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