Apple: iPhone shipments will continue to grow throughout 2020

Q4 2019 smartphone market: iPhone 11 makes sparks, Huawei unstoppable in China

iPhone 11 dominates in global smartphone sales in the fourth and last quarter of the year, the most important because it includes Christmas shopping. The basic model of the 2019 range performed very well in Europe, the USA, Japan and Australia, according to Kantar. In particular, iPhone 11 represented 10% of all terminals sold in the USA and in the five most important markets in Europe (GB, Germany, Italy, France and Spain): it is twice what its previous iPhone XR did the previous year, and is a testament to how much Apple has hit the mark with its Melafonini this year. It is also interesting to note that throughout the quarter almost one smartphone sold out of 4 was an iPhone – the precise share is 24.3%.

In the Android world, however, it is known as Xiaomi is making its way above all in Europe, with shipments increased by 7.2%, with a total of 14.2% of the overall market share, just behind Huawei, which is in contraction. According to the projections, therefore, in the next quarters the two Chinese could exchange positions for market share: Xiaomi could therefore move into third position, Huawei in fourth (of course in the first two remain firm Samsung and Apple). It is impossible not to think of the Ban activated by the USA as the primary cause of this loss of land.

The Samsung Galaxy A range has sold well in the United States – perhaps too well, given that the Galaxy S10 and Note 10 families lost out. In any case, the shares of the South Korean giant have grown slightly.

In China, however, Huawei's dominance is absolute and apparently incontrovertible. Second Kantar the combined shares of the main brand and Honor stand at around 44.2%, while Canalys makes a more conservative estimate and stops 39%.

Canalys data allow us to analyze more closely the trend of the Chinese market, from which good news does not come: shipments decreased significantly compared to the previous year – from 100.7 to 85.3 million units – and practically all the biggest producers have lost shares. But it was not so for Huawei: it went from 30 to 33.3 million, an increase of about 11% compared to the previous year. Among others, Apple is the one that has fallen less, by 12% and remaining in fourth position; in the Top 5 Vivo was the one with the highest contraction, 29% less.

Looking at the full year, Huawei shipped a total of 142 million smartphones – the fact that there were 240 million global shipments helps us to put in perspective how much the domestic market matters to society. The company has therefore grown by 35% compared to 2018. Behind it is the void: the second for shipments, Oppo, stops at 65.7 million, Vivo at 62.7 million. It is true that Oppo and Vivo are part of the same large group, but not even adding up their results can they reach Huawei's levels.

Finally, let's look at how 5G is still in its embryonic phase: the smartphones compatible with the new network protocol are around 10% of the total, more precisely 8.9 million. Most of the 5G terminals shipped are, coincidentally, by Huawei, with 6.9 million. In Vivo the second place with just 1.2 million.