iPhone in the black: Apple has reduced market share, but increased revenue from smartphones
Although the iPhone is becoming more expensive and consumers are forced to switch to other smartphone models, Apple increased revenue in the Russian smartphone market in 2018. MacBook and iPad showed good sales growth
IPhone sales in Russia increased by 2% in pieces compared to 2017. In terms of money Apple has earned on the sales of smartphones in Russia in 2018, up by 17%. If in 2017, Apple had sold million iPhone of 3.87 to 138 billion rubles, in 2018 already of 3.96 billion devices to 162 billion rubles. Data as of 7 December provided the combined company “Svyaznoy Evroset”.
Despite the growth in sales, the share of Apple smartphones continues to decline both in the Russian and global market. At the end of the year, “Svyaznoy Euroset” predicts the loss of Apple 1 percentage point of the Russian market in monetary terms and 0.2 percentage point in piece. According to the preliminary results of the year (for the first week of December), Apple’s market share is 34.7% in monetary terms against 35.7% a year earlier, but in the number of devices sold it is only 13.2% (against 13.4% in 2017) of the entire smartphone market in Russia.
In 2018, Apple has released three new smartphone: the iPhone XS iPhone XS iPhone Max and XR. The official price of iPhone XS in Russia starts from 87 990 rubles, iPhone XS Max — 96 990 rubles. More budget iPhone XR costs 64 990 rubles. Since the decrease in the share in ruble equivalent is more noticeable than in quantitative terms, and the prices for new iPhones are growing every year, it means that the demand of buyers is shifting towards the old models.
It is the high prices for the new iPhone models that provide Apple with the largest market share in terms of financial indicators, because the number of smartphones sold in 2018, the company fell from second to third place.
Samsung remains the leader in smartphone sales in the world — 26% of the market revenue. The second place was taken by Apple for a long time: due to higher prices, iPhones are bought less than devices of the Korean giant. But in the second quarter of 2018, Honor/Huawei overtook Apple with its 27% (Honor — 19%,Huawei — 8%) of the market and came in second place in the world in terms of smartphone sales.
According to the estimates of “Svyaznoy Euroset”, in 2018 Apple sold 156 000 laptops for 14.9 billion rubles, showing an increase of 62%. In 2017, the company earned only 9.2 billion rubles in this segment, selling 91,000 devices. Thus, in quantitative terms, the growth was higher than in monetary terms — by 71%. Again, this suggests that buyers prefer a less expensive model.
Apple’s iPad sales in 2018 also showed a good growth — by 31% or 2.2 billion in monetary terms: from 7 billion rubles to 9.2 billion rubles. This year, according to preliminary estimates, 260 000 tablets were sold in Russia, which is 42% more than in 2017, when customers purchased 183 000 iPads.
At the same time, Apple’s share in the laptop market in piece terms is lower than in the tablet market — 15.4% of the total number of laptops sold (the market share increased by 3.8 percentage points compared to 2017). Apple’s tablet market share increased by 7.4 percentage points to 28.4%.
The company’s share in the market in revenue from all sales of laptops is only 5.9% in piece terms (2.1 percentage points more than at the end of 2017).
This means that despite the small market share of all sold mobile devices, tablets and laptops, and even despite the decline in market share in the amount of revenue from the sale of iPhone, Apple in the Russian market is a leader in revenue due to high prices for devices.
If Apple’s sales profile in the world will be the same as in Russia (the share of low-cost devices will increase), the us smartphone manufacturer is threatened by falling revenues due to patent disputes with Qualcomm. At the moment, the company has lost claims chipmaker in China and Germany, which threatens to limit the supply of old models of smartphones. And as you can see from the analysis, they now make up the main revenue of the company.