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Counterpoint Analysis beforehand described 2021 as a curler coaster yr for smartphone gross sales, however a minimum of Apple had the best European market share on the time. Nonetheless, the newest analysis studies that EU smartphone shipments in 2022 have been dangerous for all producers, together with Apple.
Total, the EU smartphone market will shrink by 17% in 2022 in comparison with 2021, in line with the research. Round 176 million smartphones shipped this yr, the bottom complete since 2012.
Jan Stryjak, affiliate director at Counterpoint Analysis, mentioned: “The normal Christmas hype meant that quarterly shipments have been up in comparison with the third quarter, however shopper demand remained robust. “Apple’s regular robust finish of the yr was weaker than anticipated, permitting Samsung to take care of its management within the European market.”
Nonetheless, in line with Counterpoint, regardless of Apple’s weakest EU launch of the iPhone 14 in a decade, smartphone shipments in This autumn 2022 fell by 6 in comparison with Q3 2022. % elevated. It isn’t clear if the researchers meant the iPhone 14 itself, or the whole annual lineup, which incorporates the iPhone 14 Professional household and iPhone 14 Plus.
Stryjak attributes the general cargo decline to “European customers did not surrender within the fourth quarter as the price of dwelling remained at document ranges.”
As Stryjak places it, the scenario is unlikely to enhance at first, with “a difficult macroclimate and ongoing geopolitical tensions prone to persist by way of 2023, initially exacerbating as the price of dwelling disaster deepens into winter. There’s a chance.”
Counterpoint expects “weakening shopper demand and better stock ranges” within the first half of 2023, particularly as “some nations are prone to slip into recession.”
“Nonetheless, with inflation stabilizing and wholesale vitality costs falling, we count on rates of interest and vitality tariffs to come back down later this yr,” Stryjak mentioned. “This can enhance shopper confidence and enhance demand, which ought to flip round within the second half of the yr.”