IDC Reports a 0.8% Decline in Global Average Advertised Mobile Phone Pricing, According to IDC’s Mobile Phone Pricing Index
NEEDHAM, Mass., May 30, 2024 – The International Data Corporation (IDC) has published its latest analysis on mobile phone pricing, revealing a return to a downward trend in global average advertised prices. From May 2024 to May 2025, IDC noted a 0.8% decline in average pricing worldwide, indicating a downward shift compared to the previous month.
Over the past six months, the pricing trend has shown negative growth, beginning with a sharp 2.7% decline in November, which improved to a 1.7% decline in December. The decline moderated to 0.7% at the start of this year. In March, the trend shifted to a positive 0.9%, marking the highest growth in the past 12 months, before reverting to a downward trend of -0.8% this month.
Regionally, despite the global average decline, most regions are experiencing positive growth. The APeJC region experienced the largest growth at 0.6%, followed by PRC with a 0.5% growth, and then Canada, Latin America, and MEA with 0.3%, 0.2%, and 0.1% growth, respectively. The declines in Japan, Western Europe, and CEE are 1.1%, while the decline in the USA is comparatively moderate at 0.5%.
Among the top five brands—Apple, Huawei, Motorola, Samsung, and Xiaomi—all reported a decline in their average advertised pricing compared to the previous month. Xiaomi and Motorola experienced the steepest declines, at 1.2% and 0.8% respectively, while Apple, Huawei, and Samsung saw decreases of 0.6%, 0.4%, and 0.5% respectively.
IDC PWI Growth vs Baseline – by Region
| Date | APeJC | Canada | CEE | Japan | LA | MEA | PRC | USA | WE |
|---|---|---|---|---|---|---|---|---|---|
| 2024 January | -1.4% | -1.7% | -0.9% | -1.6% | 0.6% | -0.3% | -0.6% | -0.5% | -0.6% |
| 2024 February | -0.5% | -0.6% | -1.6% | -2.4% | -0.8% | 1.0% | -0.4% | -0.3% | -1.5% |
| 2024 March | -1.4% | -1.1% | -1.4% | -1.3% | -0.2% | -4.3% | -0.5% | -0.1% | -1.8% |
| 2024 April | -1.1% | -1.7% | -1.1% | -2.0% | -1.0% | -1.3% | 3.2% | -2.1% | -1.6% |
| 2024 May | -0.9% | -0.8% | -0.5% | -1.0% | -0.5% | -0.4% | -2.9% | -0.1% | -0.7% |
| 2024 June | -1.1% | 0.2% | -1.0% | -2.4% | -2.3% | -1.4% | 2.3% | -1.6% | -0.3% |
| 2024 July | 0.5% | 0.2% | -0.7% | 0.5% | -0.7% | -0.2% | -2.6% | 0.5% | -0.8% |
| 2024 August | 1.6% | -0.4% | -0.1% | 2.6% | -1.2% | -0.8% | 2.9% | -2.2% | 1.0% |
| 2024 September | 0.6% | 0.3% | -0.1% | 0.9% | -0.9% | -0.1% | -0.8% | 1.0% | 0.5% |
| 2024 October | -2.4% | -2.4% | -1.5% | -3.6% | -1.9% | -0.1% | 0.6% | -4.4% | -1.4% |
| 2024 November | -1.7% | -3.0% | -2.9% | -2.1% | -1.0% | -1.1% | -1.1% | -0.2% | -3.2% |
| 2024 December | -1.7% | -2.3% | -1.6% | -1.0% | -0.6% | -0.9% | -0.9% | -3.9% | -2.1% |
| 2025 January | -0.9% | -1.3% | -0.6% | -1.4% | -0.6% | 0.6% | -0.5% | 0.5% | -1.0% |
| 2025 February | -0.2% | -0.9% | 1.2% | 1.1% | 0.1% | -0.3% | 0.4% | -1.1% | -0.2% |
| 2025 March | -0.6% | -1.9% | 1.4% | 0.1% | 0.7% | -1.1% | -0.1% | -1.1% | 1.4% |
| 2025 April | -0.0% | 1.6% | 0.1% | -1.2% | -1.1% | -0.8% | -0.6% | -0.8% | 1.0% |
| 2025 May | 0.6% | 0.3% | -1.1% | -1.1% | 0.2% | 0.1% | 0.5% | -0.5% | -1.1% |
IDC PWI Growth from Base – By Top 5 Vendor
Data table for “IDC PWI Growth from Base – By Top 5 Vendor” chart Index Growth %
| Date | Apple | Huawei | Motorola | Samsung | Xiaomi |
|---|---|---|---|---|---|
| 2024 January | -0.2% | -0.5% | -0.3% | -0.3% | -0.2% |
| 2024 February | -1.5% | -0.1% | -1.7% | -1.2% | -1.7% |
| 2024 March | -1.3% | -2.1% | -0.1% | -1.6% | -1.6% |
| 2024 April | -0.8% | -1.3% | -1.6% | -1.5% | -1.5% |
| 2024 May | -0.4% | -0.5% | -0.3% | -0.5% | -0.8% |
| 2024 June | -0.8% | -0.8% | -0.6% | -0.8% | -0.4% |
| 2024 July | -0.0% | -0.7% | -1.0% | -0.6% | -1.0% |
| 2024 August | 0.5% | 0.9% | 0.5% | 0.2% | 0.2% |
| 2024 September | 0.0% | -0.3% | -0.2% | 0.1% | 0.3% |
| 2024 October | -1.6% | -0.5% | -1.3% | -1.1% | -1.1% |
| 2024 November | -1.6% | -2.6% | -1.5% | -1.8% | -2.4% |
| 2024 December | -1.1% | -1.6% | -1.8% | -1.4% | -1.8% |
| 2025 January | -1.1% | -0.4% | -0.9% | -0.0% | 0.2% |
| 2025 February | -0.1% | 0.2% | 0.9% | -0.3% | 0.3% |
| 2025 March | 1.3% | -0.6% | 0.8% | 0.7% | 0.8% |
| 2025 April | 0.3% | -0.2% | 0.5% | 0.5% | 0.9% |
| 2025 May | -0.6% | -0.4% | -0.8% | -0.5% | -1.2% |
IDC PWI Growth from Base – By Product Category
Data table for “IDC PWI Growth from Base – By Product Category” chart Index Growth %
| Date | Feature Phone | Smartphone |
|---|---|---|
| 2024 January | 0.1% | -0.6% |
| 2024 February | -0.9% | -1.2% |
| 2024 March | -0.3% | -1.7% |
| 2024 April | -0.7% | -1.4% |
| 2024 May | 0.4% | -0.6% |
| 2024 June | -0.5% | -0.9% |
| 2024 July | 0.1% | -0.7% |
| 2024 August | 1.3% | 0.4% |
| 2024 September | 0.6% | -0.1% |
| 2024 October | -1.0% | -1.5% |
| 2024 November | -2.0% | -2.7% |
| 2024 December | -2.0% | -1.8% |
| 2025 January | -0.5% | -0.7% |
| 2025 February | 0.8% | 0.2% |
| 2025 March | 1.7% | 0.9% |
| 2025 April | 1.9% | 0.3% |
| 2025 May | -0.3% | -0.8% |
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IDC’s Mobile Phone Pricing Watch gathers data in nearly 80 countries and provides detailed, timely, and accurate information on Mobile Phone device pricing using a Pricing Index among other analysis. The Pricing Watch covers the core technology dimensions in IDC’s market leading Quarterly Mobile Phone Tracker – plus additional details on channels and other dimensions in monthly updates. The Pricing Watch is a valuable resource for strategic pricing and operations in the Mobile Phone market globally. For more information, or to subscribe to the research, please contact Kathy Nagamine at 650-350-6423 or knagamine@idc.com.
