LIFE

Diminishing returns

Life, James Hein, Published on 05/06/2019

» The first three months of 2019 saw Apple and Samsung collectively selling 17.5 million fewer smartphones globally compared to last year. As I've previously noted, we have market saturation and a lack of yearly upgrades for many users. I upgrade with roughly every third model, for example. The premium end of the market also continues to move out of the reach of many, meaning fewer people can upgrade as often. The innovation jump in successive models is also diminishing, so they lack the wow factor that drove earlier upgrades. These figures do not include the impact of the latest Samsung S10 range which shipped at the end of the quarter. The top three remain Samsung, Huawei and Apple. This may change with the recent US Huawei bans, or at least reduce any growth. Even after price cuts, Apple's sales fell 17.6% in the quarter leaving Samsung as the one least likely to lose their position in the next few months. Oppo and Viva rounded out the top five in sales with Xiaomi nibbling at their heels.