This article is based on an article from the Japanese edition of Engadget and was created using the translation tool Deepl.
The new iPhone SE released in April represented a "bright spot" for the market as the new coronavirus spread has caused a global slump in smartphone sales, according to an analysis.
Counterpoint Research (CR), a market research firm, said in its latest report that U.S. smartphone sales volume in the second quarter of 2020 fell 25 percent year-over-year. Apple was down 23%, which is not quite as bad as Samsung's 10% decline, but still managed to hold up compared to LG, which was down 35%, OnePlus, which was down 60%, and Motorola, which was also down 62%.
CR's research director for North America said that Apple sales in the same period were largely helped by the strong performance of the iPhone SE. That was helped by the reopening of carrier stores and national retailers since the device's launch, as well as big promotions in some sales channels to bring customers back into stores.
There had been fears that the strong pre-orders for the new iPhone SE were a "spending downgrade" - a cannibalistic phenomenon in which users who would normally buy the expensive flagship were satisfied with cheaper alternatives, undermining sales of the iPhone 12, which is expected to launch this fall.
But the above CR director said, "Our checks show that iPhone SE sales are unlikely to be cannibalizing fall 5G iPhone (iPhone 12) sales." Because "iPhone SE buyers are more pragmatic about price, less concerned with 5G, and the smaller display is not considered a hindrance.“ In other words, it's hinted that this is a customer base that didn't originally have an eye on the iPhone 12, which is likely to be richer and more expensive with richer specifications.
Furthermore, according to CR's research data, more than 26% of people who bought the new iPhone SE were switching from Android. And more than 30% were device users prior to the iPhone 6s (launched in September 2015), explaining that the company is bringing in people who hadn't replaced their smartphones in the last few years and Android users.
CR also estimated that smartphone sales from May to the end of June are up week by week year-over-year, with June 2020 sales up from June of the previous year, a sign that the U.S. market is recovering. We'll have to wait and see if this wave of strength continues into the fall to boost the iPhone 12 series, or if the new coronavirus re-spreading will cast a shadow over it.
This article is based on an article from the Japanese edition of Engadget and was created using the translation tool Deepl. The Japanese edition of Engadget does not guarantee the accuracy or reliability of this article.