Apple, Huawei, and Xiaomi Lead the Charge
As we move into 2016, it’s worth taking a moment to reflect on the extraordinary growth of the smartphone market in 2015. According to a recent report from IDC’s Worldwide Quarterly Mobile Phone Tracker, last year saw a record-breaking 1.4 billion smartphones shipped globally. This represents a significant 10.1% increase from the 1.3 billion units shipped in 2014, with the final quarter of 2015 delivering particularly strong results.
Apple’s Stellar Performance
Apple, a household name in Australia, continued its dominance in the premium smartphone market, finishing 2015 with a market share of 16.2%, up from 14.8% the previous year. The Cupertino-based tech giant shipped a total of 231.5 million units in 2015, a year-over-year growth of 20.2%. Impressively, Apple’s 4th quarter (4Q15) was its most successful yet, with 74.8 million iPhones sold.
Australia was undoubtedly part of Apple’s success story, given the brand’s popularity here. Features like Apple Pay and Force Touch, alongside new offerings such as the Rose Gold finish, resonated with consumers. Additionally, China proved to be a critical market for Apple, with 18% growth driven by a high percentage of first-time iPhone buyers. Despite premium pricing, Apple’s strategy of delivering innovation and aspirational branding paid off handsomely.
Huawei’s Rise to Prominence
While Apple and Samsung often dominate the headlines, 2015 was a breakout year for Huawei, which solidified its position as the world’s third-largest smartphone vendor. Huawei shipped an impressive 106.6 million units in 2015, achieving a staggering 44.3% year-over-year growth. This makes Huawei only the fourth company in history to ship more than 100 million smartphones in a single year, following Nokia, Samsung, and Apple.
Huawei’s success lies in its ability to diversify beyond its home market in China. Nearly half of its shipments in 2015 were international, thanks to a robust mix of affordable handsets for emerging markets and flagship devices that appealed to consumers seeking premium features. In Australia, Huawei’s competitive pricing and growing reputation for quality devices have helped it gain a foothold in a market traditionally dominated by Apple and Samsung.
Xiaomi’s Steady Growth
Another Chinese player making waves is Xiaomi. While the bulk of its shipments remain focused on the domestic market, Xiaomi is steadily expanding its international presence, particularly in India and Brazil. The brand shipped 70.8 million units in 2015, marking a 22.8% increase over the previous year. Xiaomi’s strategy of offering high-performance devices at competitive prices has proven to be a winning formula.
A Broader Look at the Market
Samsung retained its position as the global leader, shipping 324.8 million smartphones in 2015. However, its year-over-year growth of 2.1% lagged behind its competitors. The company faces increasing pressure at both the high-end from Apple and the mid-tier and low-end from Chinese manufacturers like Huawei and Xiaomi. Samsung’s focus on premium-looking mid-range devices, such as the A-Series, is part of its strategy to maintain relevance in an increasingly crowded market.
Lenovo, which acquired Motorola in 2014, struggled to find its footing in 2015, with shipments declining 21.1%. Despite these challenges, the company’s decision to rebrand Motorola as “Moto” for high-end devices and “Vibe” for entry-level models may help it streamline its offerings in the future.
What Does This Mean for Australia?
For Australian consumers, 2015 marked a year of unparalleled choice. Whether it was Apple’s premium innovations, Huawei’s balance of quality and affordability, or Xiaomi’s budget-friendly options, the market offered something for everyone. The record-breaking 1.4 billion smartphone shipments globally signal that smartphones are more integrated into our lives than ever before, a trend that’s unlikely to slow down.
Summary of Smartphone Categories and Highlights
Premium Smartphones:
- Samsung Galaxy S6 ($999): Exynos 7420 Octa-core processor, 3GB RAM, 5.1-inch Super AMOLED display, 16MP rear camera, 5MP front camera, Wireless charging, fast charging.
- Samsung Galaxy S6 Edge ($1,149): Exynos 7420 Octa-core processor, 3GB RAM, 5.1-inch curved Super AMOLED display, 16MP rear camera, 5MP front camera, Wireless charging, fast charging.
- Apple iPhone 6s ($1,079): Apple A9 chip, 2GB RAM, 4.7-inch Retina HD display, 12MP rear camera, 5MP front camera, 3D Touch, Live Photos.
- Apple iPhone 6s Plus ($1,229): Apple A9 chip, 2GB RAM, 5.5-inch Retina HD display, 12MP rear camera with OIS, 5MP front camera, 3D Touch, Live Photos.
- LG G4 ($899): Qualcomm Snapdragon 808, 3GB RAM, 5.5-inch IPS LCD with Quad HD resolution, 16MP rear camera with manual controls, 8MP front camera, Optional leather back, removable battery.
- Sony Xperia Z5 ($999): Qualcomm Snapdragon 810, 3GB RAM, 5.2-inch IPS LCD with Full HD resolution, 23MP rear camera, 5.1MP front camera, Water resistance, dedicated camera button.
- HTC One M9 ($899): Qualcomm Snapdragon 810, 3GB RAM, 5.0-inch Super LCD3 with Full HD resolution, 20.7MP rear camera, 4MP UltraPixel front camera, All-metal design, BoomSound speakers.
Mid-Range Smartphones:
- Motorola Moto G (3rd Gen) ($299): Qualcomm Snapdragon 410, 1GB/2GB RAM, 5-inch IPS LCD with 720p resolution, 13MP rear camera, 5MP front camera, Water resistance, customizable back covers.
- Samsung Galaxy A5 (2015) ($599): Qualcomm Snapdragon 410, 2GB RAM, 5.0-inch Super AMOLED with 720p resolution, 13MP rear camera, 5MP front camera, Metal unibody design, fingerprint sensor.
- Huawei P8 Lite ($299): HiSilicon Kirin 620, 2GB RAM, 5.0-inch IPS LCD with 720p resolution, 13MP rear camera, 5MP front camera, Slim design, good battery life.
Budget Smartphones:
- Motorola Moto E (2nd Gen) ($149): Qualcomm Snapdragon 200/410, 1GB RAM, 4.5-inch IPS LCD with 540 x 960 resolution, 5MP rear camera, VGA front camera, Affordable price, long battery life.
- Alcatel OneTouch Idol 3 ($249): Qualcomm Snapdragon 615, 1.5GB/2GB RAM, 4.7-inch/5.5-inch IPS LCD with 720p/1080p resolution, 13MP rear camera, 8MP front camera, Dual front-facing speakers, reversible design.
- Nokia Lumia 640 ($199): Qualcomm Snapdragon 400, 1GB RAM, 5.0-inch IPS LCD with 720p resolution, 8MP rear camera, 1MP front camera, Windows Phone OS, affordable price.
As we look ahead, 2016 promises even more competition and innovation. With new technologies like virtual reality, augmented reality, and advancements in AI integration on the horizon, it’s an exciting time to be a smartphone enthusiast. Whether you’re a die-hard Apple fan, a Samsung loyalist, or exploring alternatives like Huawei and Xiaomi, the future of mobile technology is brighter than ever.