Juniper Research forecasted Apple would generate iPhone sales worth $200 billion in 2022, representing nearly 40 per cent of the total smartphone hardware market as users demand for higher-price models grows.
In its latest research, Juniper Research found Apple was succeeding in convincing customers to choose pricier items “through a curation curation of a strong hardware and software ecosystem, which other vendors have only limited to do in the current market”.
Apple’s higher price point was showcased further by the fact that despite holding nearly 40 per cent of total value of the market, the company’s sales would actually represent less than 20 per cent of devices sold that year.
Juniper Research added the average selling price (ASP) of iPhones is expected to rise in the coming years, to $700 globally in 2024, while Android devices are set for a decline to around $200 if they fail to leverage 5G and widen the reach of new design features.
It also tipped Chinese brands to expand their presence boosted by decline in sales of Huawei devices after the US trade ban imposed in 2019 [1].
Huawei’s market share is expected to shrink from 11 per cent in 2019 to 9 per cent in 2022.
Differentiation struggles
The research company warned premium features, including camera technology improvements and high-end audio, won’t be enough for vendors to complete at scale in the crowded smartphone market.
“Apple and Samsung have succeeded in fostering brand loyalty, which smaller vendors have struggled with, despite many introducing new capabilities,” said associate analyst Nick Hunt “These players need to pair strong features with strong branding to have sustained success.”
[1] https://www.mobileworldlive.com/featured-content/home-banner/huawei-lands-on-us-trade-blacklist
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