According to TechInsights, the channel share of global smartphone operators will gradually recover from 2022 to 2023, with a high forecast in 2025. This recovery will be driven by rising demand for 5G smartphones and the expected release of novel products, such as foldable screen devices from major manufacturers such as Apple. This increase reflects the maturation of the channel as 5G handsets become more popular. However, the channel’s share is forecast to continue to decline after 2025, reaching zero in 2028.
Operator channel sales are typically made through physical stores and offline channels, with sales professionals interacting directly with customers. According to TechInsights, direct sales by handset manufacturers and pure e-commerce would increase market share throughout the forecast period to 2028 at the expense of larger stores, mobile phone retailers, and independent sellers.
According to TechInsights, smartphone sales at the 618 event this year totaled 13.4 million units, down 7% year-on-year. This research suggests that internet sales will decline this year.
Apple, Xiaomi, and Honor remained the top three smartphone manufacturers in terms of shipments during the 618 event. Apple’s iPhone sales were remarkable, with 5.628 million units sold during the event, a dominant market share of 42%, and the top spot on the list. Xiaomi’s smartphones came in second with 3.752 million units sold, accounting for 28% of the market. Honor’s smartphones ranked third on the list, with 1.206 million units sold and a 9% market share.
The TechInsights WSS study report predicts a 2% year-on-year decline in global internet smartphone sales by 2023. As the industry matures, smartphone operator channel share is expected to gradually recover before declining again after 2025. Direct sales from handset manufacturers and e-commerce are expected to gain market share throughout this period. Online sales have declined this year, with Apple, Xiaomi, and Honor continuing to lead the way in terms of smartphone shipments.