Market share

This chart shows both the revenue share and the unit share of global handset market in Q4 2012. (This was an iPhone launch quarter, which means Apple's share is a little larger than normal). 

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This is, of course, a combination of public data (eg Apple revenue and sales,, Samsung revenue) and estimates from various sources (the 'Other' is pretty speculative, and could be argued at various different levels), but there's nothing terribly controversial here. A couple of observations: 

  • The dominance of Apple, Samsung and (in volumes) Nokia is clear
  • Apple had around a third of the revenue in the industry despite selling only about 10% of the units: that's what selling phones for an average of $619 gets you
  • Conversely, most of the volume in Android is at significantly lower prices than Apple (a blended average in the $200-250 range), especially in the 'other' category, which really reflects low-priced Chinese manufacturers targeting the $150 sweet spot. 
  • Smartphones in total had about 50% of the volume of the market, but around 80% of the revenue

This gives a pretty good illustration of some of the key questions facing the industry in general and Apple in particular. How much more growth is left in the market? How many more people will convert from non-smart to smart phones, and at what prices? And with Apple already taking a third of the revenue in the market, how much more can it grow?

Below: the same data in a more compact form. 

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