No conversation about premium smartphones is complete without an iPhone. Time and again, an
has emerged at the top of premium smartphone market — both globally and in India — and now the latest report by Counterpoint suggests that out of the five highest selling models in the premium segment in the first quarter of 2020, four were iPhones.
In fact, the top four positions were taken by different iPhone models and a
smartphone ranked at the fifth position.
As per the report, the
11 topped the premium smartphone market and ranked as the highest-selling model in this quarter with a 30% share. The most-affordable iPhone of the latest-generation iPhone series led by a big margin as per the report. The second and third places were taken by the other two models of the 2019 iPhone series —
iPhone 11 Pro
Max and iPhone 11 Pro — with 9% and 6% share respectively, The fourth place was secured by last-year’s most-popular and highest-selling iPhone,
with 6% share.
Huawei Mate 30 Pro completed the list with a 3% share, marking the entry of the first 5G smartphone in the top best selling smartphones in any quarter.
Overall, Apple dominated the premium smartphone segment with a 57% market share, claims the Counterpoint report. Even though the overall premium handset segment declined by 13% annually, the $600-799 (approximately Rs 45,000-Rs 60,000) grew 47% YoY capturing over 42% of the premium price band sell-through. “This was driven by the iPhone 11 series, which captured three-quarters of this price tier. The price segment has been growing steadily since 2Q 2019, first driven by the popularity of iPhone XR and now iPhone 11. This is now the strongest price band for Apple. Apple has tested its price elasticity and realised that marginally aggressive pricing can potentially generate a much higher “customer lifetime value (CLV)” over 24-30 months,” added the report.
Moving forward, the Counterpoint report predicts that the launch of 5G-enabled devices by Apple is likely to play a “key role” in the growth of the premium segment.