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Q1 Premium Smartphone Sales Down 13% YoY

Global premium smartphone sales dropped 13% year-on-year for the January to March quarter, with Apple retaining a 57% dominant position in the market niche according to Counterpoint Research numbers.

Apple’s iPhone 11 notched the highest-selling premium smartphone for Q1.

Samsung came in second place with 19% premium handset share, followed by Chinese telco Huawei with 12%.

Research reveals four out of the five best selling handsets in the premium segment were all from Apple.

The news comes after Samsung reported strong mid-range phone sales amidst the coronavirus pandemic, with its Galaxy A51 crowned the best -selling Android phone in Q1Y20 according to Strategy Analytics.

Counterpoint attributes the broader market slowdown to COVID19, however, asserts the contribution of premium phones within the global smartphone market has remained ‘resilient’ with 22% of total smartphone sell-through.

The niche contributed close to 57% of total global smartphone revenue during the quarter.

Apple and Samsung retained the first and second spot in all regions except China, with Oppo growing 87% YoY from its Reno 3 series.

Counterpoint claims over 90% of Huawei’s premium segment sell-through in the quarter was from China.

Xiaomi also climbed 10% year-on-year – the first time it has entered the top five within the premium handset category.

5G smartphones represented one-fifth of total premium smartphone sales during the quarter, concurrent with a drop in device price points.

Counterpoint forecasts the premium smartphone segment to be the most resilient from the impact of COVID19, with the launch of Apple’s 5G iPhones tipped to offer a boost later this year.

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