In the latest OLED shipment report for the second quarter of 2023, the less expensive iPhone 14 actually ended up having the highest global market share than the iPhone 14 Pro and iPhone 14 Pro Max, becoming the best-selling handset in this period. According to the latest data, the 6.1-inch smartphone had a 15.3 percent revenue share.
iPhone 14 Pro Max had nearly half the revenue share compared to the previous quarter, losing to the 2-year-old iPhone 13
Statistics shared by Display Supply Chain Consultants (DSCC) show that Q2 2023 was 4 percent better than the previous quarter while also growing 1 percent year-over-year in smartphone OLED shipments. Apple, unsurprisingly, secured the top position in this quarter with a 32 percent share, though that figure dropped from 39 percent in Q1 due to slower growth of the iPhone 14 Pro and iPhone 14 Pro Max models as the iPhone 15 launch draws near.
Samsung secured the second position with a 23 percent share, which was also down from 26 percent in the previous quarter. Coming to the individual smartphones, we have already talked about the iPhone 14’s revenue share, but the ‘head-scratching’ moment for us was seeing the iPhone 13 as the second-best-selling OLED smartphone in Q2 with an 11.1 percent revenue. It narrowingly beat the iPhone 14 Pro Max, which stood at 10.7 percent, followed by the iPhone 14 Pro at 9.2 percent.
It looks like production of OLED panels for Apple’s more premium offerings is slowing for the most obvious reason; inventory of the iPhone 15 Pro and iPhone 15 Pro Max is picking up. Even if Apple wanted to maintain production of its current-generation flagships, it would not favor the company as consumers would no longer be interested in upgrading, not when their significantly improved successors are right around the corner.
While the top four positions were occupied by iPhones, the fifth place had an Android smartphone, and a flagship at that; the Galaxy S23 Ultra, having obtained a 5.2 percent revenue share. We expect that in the final quarter of 2023, the market share of the iPhone 15 Pro and iPhone 15 Pro Max will be the highest because even though they are rumored to receive a price hike, several customers would be impatient in wanting to get those exclusive upgrades.
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