Market Stats

IDC: EMEA Smartphone Sales Take a Dip

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The EMEA mobile phone market continues to drop, IDC records, with Q2 2018 smartphone shipments reching 44.9 million, "marginally lower" than the same quarter last year.

SmartphonesThe core EU market sees the strongest declines, with most W. European countries seeing lower smartphone values than the same quarter of 2017. That said the picture is mixed, as France and Italy show an increase while C. Europe continues to trend towards more expensive models, leading to an increase in market value in every country. However, overall EU ASPs are down by over -10% Y-o-Y, reversing the recent trend towards more expensive models.

MEA also shows signs of price weakness, with flat smartphone volumes at 38.4m and an ASP of $212, "substantially" lower than the $242 of Q1 2018. The region sees a slowdown in the traditionally "very substantial" feature phone market, and currently the feature phone/smartphone market market split is at almost half and half.

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IDC: Tablet Shipments Continue to Drop

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Global tablet shipments total 33 million in Q2 2018, IDC reports-- a -13.5% Y-o-Y decline, with shipments of both slate and detachable/hybrid tablets falling, in part due to a lack of updates to the high-profile devices launched in Q2 2017.

IDC Q2 2018 tablets

"The detachable market is at a crucial stage as it has been driven primarily by premium products from Microsoft and Apple and growth has slowed in recent months," the analyst says. "Though consumers and businesses alike have shown interest in the detachable form factor, those operating on tighter budgets have had very few options available to them and hence some have opted for traditional PCs. However, with the launch of the Surface Go, Chrome OS-based detachables, and hopefully a more affordable iPad Pro in the future, the detachable category still has a bright future, provided the performance and software lines up with users' expectations."

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IDC: "Record Value" for EMEA Smartphone Market

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The EMEA smartphone market shows "some" stability in Q1 2018 in unit terms, IDC reports, while value is not only up has even managed to exceed the previous peak result of Q1 2015.

Mobile phonesThe total value of Q1 2018 smartphone sales is $29.967 billion, while unit volume is 86.523 million.

"Overall mobile phone shipments in EMEA declined year on year in unit terms, and it may well be that the market is beyond the peak levels registered in 2017," the analyst says. "This is because the resurgence in feature phones in emerging markets, mainly in Africa, seen from the H2 2016, is now beginning to ebb. The Q1 2018 feature phone market was the smallest in six quarters."

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Strategy Analytics: Q1 2018 Tablet Shipments Down -7%

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According to Strategy Analytics, global tablet shipments are down by -7% Y-o-Y on Q1 2018, even as major vendors such as Apple and Amazon manage to increase shipments through lower hardware prices.

Strategy Analytics Q1 2018 tablets

In fact, Q1 2018 iPad shipments show 2% Y-o-Y growth-- or -31% Q-o-Q decline, if due to comparison to a strong Q4 2017-- reaching 9.1m units, driving Apple tablet market share to 23.4%. Education remains a "good opportunity" for Apple, since schools often use both PCs and tablets for different use cases. As such it comes to no surprise the company is launching the basic iPad with Pencil refresh for Q2 2018, just in time for the school buying season.

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Gartner: A First Smartphone Decline on Q4 2017

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Gartner reports global Q4 2017 smartphone sales total 408 million units-- a -5.6% Y-o-Y decline, a first since the analyst started tracking the smartphone market in 2004.

Gartner smartphones Q4 2017 sales

"Two main factors led to the fall in the fourth quarter of 2017," Gartner says. "First, upgrades from feature phones to smartphones have slowed down due to a lack of quality "ultra-low-cost" smartphones and users preferring to buy quality feature phones. Second, replacement smartphone users are choosing quality models and keeping them longer, lengthening the replacement cycle of smartphones. Moreover, while demand for high quality, 4G connectivity and better camera features remained strong, high expectations and few incremental benefits during replacement weakened smartphone sales."

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