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iPhone 14 (left) and the iPhone 14 Professional (proper)
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Researchers declare that as smartphone shipments drastically declined in Europe in 2022, the iPhone 14 was Apple’s weakest vendor since 2012’s iPhone 5.
Counterpoint Analysis beforehand described 2021 as a rollercoaster yr in smartphone gross sales, however at the very least Apple hit its highest European market share then. However now in its newest analysis, the corporate stories EU smartphone shipments in 2022 had been dangerous for all producers, together with Apple.
The analysis claims that general, the EU smartphone market declined by 17% in 2022 in comparison with 2021. About 176 million smartphones had been shipped within the yr, which is the bottom complete since 2012.
“Sure, the standard Christmas enhance meant quarterly shipments elevated in comparison with Q3, however shopper demand remained muted,” stated Jan Stryjak, Counterpoint Analysis affiliate director. “Apple’s common robust finish to the yr was weaker than anticipated, permitting Samsung to keep up its management of the European market.”
Nonetheless, says Counterpoint, regardless of Apple’s iPhone 14 seeing the weakest EU launch for a decade, it nonetheless helped smartphone shipments general develop by 6% in This autumn 2022, in comparison with Q32022. It is not clear if the researchers imply the iPhone 14 itself, or the complete annual lineup together with the iPhone 14 Professional household, and the iPhone 14 Plus.
This autumn 2022 noticed some enchancment, however not sufficient to carry the yr. Supply: Counterpoint
Stryjak ascribes the general falling cargo numbers to how “there was no let up for European shoppers in This autumn as the price of dwelling remained at file ranges.”
Initially, issues should not probably to enhance as Stryjak says that “the difficult macro local weather and ongoing geopolitical tensions will proceed into 2023 and probably worsen initially because the cost-of-living disaster deepens by Winter.”
Counterpoint expects the primary half of 2023 to see “weakened shopper demand and excessive stock ranges,” particularly as “some international locations are more likely to fall into recession.”
“Nevertheless, inflation has stabilised and wholesale vitality costs have dropped, resulting in hopes of rate of interest and vitality invoice cuts later within the yr,” says Stryjak. “This could enhance shopper confidence and spur demand, resulting in a greater second half of the yr.”
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