Canalys Newsroom – North America smartphone cargo down 6% in Q2 2022 as demand dampens


The North American smartphone market reached 35.4 million shipped items in Q2 2022, down 6.4% yearly amid financial challenges, excessive inflation, and poor seasonal demand. Apple grew 3% and has dominated over half the North American area for 3 consecutive quarters, because of strong iPhone 13 demand mixed with a full quarter’s efficiency of its entry-level mannequin, the iPhone SE (third Gen). Samsung’s shipments elevated 4% as its S collection and low-end A collection units continued to ship. Lenovo (Motorola), TCL, and Google rounded of the highest 5, claiming 9%, 5% and a couple of% market share. 

“Following a quickly recovered efficiency in 2021, the tide has turned within the North American smartphone market,” mentioned Canalys Analysis Analyst Runar Bjørhovde. “A mixture of excessive inflation, lowering shopper confidence, and an financial slowdown is shrinking demand in North America, which was beforehand the world’s most resilient market. Distributors are responding shortly to falling demand and are targeted on decreasing the chance of oversupply as they put together for brand spanking new launches within the second half of 2022. Most high distributors matched their shipments from Q2 2021, and the quantity lower was attributable to the hole LG left remaining partly unfulfilled.” 

“Shopper curiosity for low-end and high-end units is sustaining the market, whereas the urge for food for mid-range units is vanishing quick,” mentioned Canalys Analysis Analyst Brian Lynch. “The efficiency of the iPhone SE (3rd Gen), Galaxy A53, and Galaxy A33 are poorer than initially anticipated. Reducing buying energy is forcing consumers who usually would contemplate units costing between US$250 and US$600 to search for cheaper choices as shoppers proceed to really feel the monetary stress of inflation on on a regular basis bills. Within the low-end, demand stays strong, however competitors between distributors is fierce. Motorola’s refreshed G Energy, Samsung’s A13 fashions, and TCL’s new launches with Tracfone, Verizon, and T-Cellular present quite a few budget-friendly choices which can be rising in demand. The high-end’s efficiency additionally remained robust with Apple’s iPhone 13 collection and Samsung’s Galaxy S collection discovering alternatives. For Samsung, the S Pen in Galaxy S22 Extremely has been an efficient differentiator amongst premium Android units, making it Samsung’s finest performing mannequin available in the market.” 

“Considerations over demand within the second half of 2022 have taken root for each distributors and carriers, resulting in extra stringent management over stock and different prices,” continued Lynch. “Distributors are anticipated to speculate closely in advertising and marketing and supply promotions and bundles to hurry up sell-though. This effort shall be crucial for low-end market challengers trying to develop their market share and defend service slots.” 

North America smartphone shipments, market share, and annual development 

Canalys Smartphone Market Pulse: Q2 2022 

Model 

Q2 2022 
shipments 

Q2 2022  
market share 

Q2 2021  
shipments 

Q2 2021 
market share 

Annual 
development 

Apple 

18.5 

52% 

18.0 

48% 

3% 

Samsung 

9.0 

26% 

8.7 

23% 

4% 

Motorola 

3.1 

9% 

3.1 

8% 

1% 

TCL 

1.8 

5% 

2.0 

5% 

-11% 

Google 

0.8 

2% 

0.2 

1% 

230% 

Others 

2.2 

6% 

5.8 

15% 

-61% 

Complete 

35.4 

100% 

37.8 

100% 

-6% 

Be aware: Unit shipments in hundreds of thousands. Percentages could not add as much as 100% resulting from rounding. 

Supply: Canalys Smartphone Evaluation (sell-in shipments), August 2022 

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For extra data, please contact:  

Brian Lynch: brian_lynch@canalys.com +1 503 927 5489 
Runar Bjørhovde: runar_bjorhovde@canalys.com +44 7787 290 115 

About Smartphone Evaluation 

Canalys’ worldwide Smartphone Evaluation service supplies a complete country-level view of cargo estimates far prematurely of our rivals. We offer quarterly market share information, well timed historic information monitoring, detailed evaluation of storage, processors, reminiscence, cameras and lots of different specs. We mix detailed worldwide statistics for all classes with Canalys’ distinctive information on shipments by way of tier-one and tier-two channels. The service additionally supplies a singular view of end-user varieties. On the identical time, we ship common evaluation to offer insights into the info, together with the assumptions behind our forecast outlooks. 

About Canalys

Canalys is an unbiased analyst firm that strives to information purchasers on the way forward for the expertise trade and to assume past the enterprise fashions of the previous. We ship sensible market insights to IT, channel and repair supplier professionals all over the world. We stake our popularity on the standard of our information, our progressive use of expertise and our excessive stage of customer support.

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