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Smartphone Market Share

OS Data Overview

The smartphone market continues to be challenged and 2019 is projected to experience its third consecutive year of declining shipments. Worldwide smartphone volumes are forecast to fall by 0.8% in 2019 with volumes dipping to 1.39 billion. Over the long term, smartphone shipments are forecast to reach 1.54 billion units in 2023. The worldwide smartphone market is continuing to shift towards ultra-high-end devices. In 2018, the ultra high-end witnessed the highest growth at 9.8% on an annual basis and the trend is likely to continue. Growth will be driven by both new and upgraded specifications such as flexible and larger screens, camera quality, and improvements in speed. Larger-screen smartphones (5.5 inches and above) will lead the charge with volumes of 1.1 billion in 2019, accounting for 79% of all smartphones shipment, reaching 1.4 billion units or 90.7% of overall shipment volume in 2023.



Smartphone OS Market Share

Year 2017 2018 2019 2020 2021 2022 2023
Android 85,1% 85,1% 85,9% 86,1% 86,4% 86,6% 86,7%
iOS 14,7% 14,9% 14,1% 13,9% 13,6% 13,4% 13,3%
Others 0,2% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0%
TOTAL 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0%

Android: In 2018Q4, Android's share decreased to 81.8% compared to 86.8% in 2018Q3. The decline was mostly due to the usual seasonal bump of iOS launches. Overall, Android share for 2018 was 85.1% and is expected to increase slightly in 2019 at 85.9% in 2019. Volumes are expected to grow at a five-year compound annual growth rate (CAGR) of 2.3% with shipments approaching 1.34 billion in 2023. Vendors will focus on capturing growth through serving the evolving consumer needs with better performing handsets to offset lengthening replacement cycles. Android average selling prices (ASPs) are estimated to grow by 4.9% in 2019 to US$267, up from US$255 in 2018.

iOS: Thanks to the seasonal Q4 high, iOS share increased to 18.2% in 2018Q4 from 13.2% in 2018Q3. The latest iOS devices performed well domestically though they received a mixed response from developing regions due to higher price points. 2019 is expected to be a challenging year for iOS due to higher ASPs as well as buzz from the new 5G Android handsets.

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