Business
Chinese panels harming Samsung D’s smartphone display demand
On March 28, market research agency DSCC predicted that this year’s global OLED sales would be $38.7 billion, down 7% from the previous year. Since Chinese display makers selling OLEDs at cheaper prices, demand for rigid Samsung smartphone OLEDs decreasing.
According to the report, smartphone OLED shipments by the application are similar to last year, but sales are expected to decrease by 8%. Possibly, it’s because of the decrease in rigid OLED sales and the decrease in average selling price (ASP).
Samsung Display
Smartphone OLED is expected to record 77% of shipment share and 78% of sales share in the entire OLED market this year. Smartwatch OLED is expected to account for 15% of shipments and 5% of sales. As revealed by Samsung Display, it’s expected to keep its market leadership this year as well.
Samsung D will reportedly supply OLED for all four models of the upcoming Apple iPhone 15 series, with a whopping share of 60 percent. The South Korean display maker is likely to see a three-digit YoY increase in monitor and automotive OLED shipments.
BOE Display
BOE’s OLED sales share is expected to rise from 9% last year to 13% this year. In the iPhone 15 series, BOE’s share was estimated at 18%. Compared to last year, DSCC explained that in the iPhone 15 series, the number of models that BOE supplies with OLED has increased to two, a regular type and a Plus.
LG Display
LG Display could increase its overall OLED market share from 20% last year to 21% this year. The expected market share of LG Display in the iPhone 15 series is 22%. The OEM supplies OLED only to the Pro lineup in the iPhone 15 series.
This year, LG Display’s share in the monitor OLED market is expected to be 35% based on shipments and 35% based on sales. The company’s share in the TV OLED market is estimated to be 85% based on shipments and 81% based on sales.
TV OLED
TV OLED shipments are expected to decline by 12% and sales by 15%. In addition, OLED shipments and sales required for augmented reality (AR) and virtual reality (VR), vehicles, laptops, monitors, and tablets are predicted to grow.
Samsung ranked first in market share in the global smartphone market in Q3, 2023. TrendForce report says that Samsung led the global Q3 smartphone market, recording a market share of 19.5%.
Overall production in the third quarter increased by 11.5% compared to the previous quarter to 60.1 million units. During the same period, Apple’s production increased by 17.9% to 49.5 million, thanks to iPhone 15.
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Third place was taken by Xiaomi (13.9%), followed by Oppo (12.6%) and Transion (8.6%). 6th place is Vivo (8%). Meanwhile, global smartphone production reached 308 million units, a 13% increase compared to the previous quarter and a 6.4% increase from the previous year.
Huawei’s re-entry into the flagship smartphone market targeting Apple has had a significant impact in China. Huawei is aiming to expand its high-end flagship series, focusing on the Chinese domestic market next year, so Apple “We plan to attack directly”.
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In Q3 2023, Samsung and Apple’s market share slightly declined, while an underdog Chinese phone brand appeared on the top 5 chart. In a recent development, Canalys published market research data for the third quarter, revealing Tanssion as the fifth best-seller globally.
According to the info, Samsung and Apple lead total sales with 20% and 17% market share, yet both have fallen from their 22% and 18% levels in 2022. However, Tanssion, the maker of Tecno, Itel, and Infinix phones, climbed from 6% global market share last year to 9% in 2023, a 50% jump.
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Apart from this, Xiaomi matched last year’s share only by “recovering” from a terrible first half of 2023. At the same time, OPPO has fallen steadily over the past two years, while fellow BBK brand vivo lost the top-5 slot it’s owned for years.
Overall, the global smartphone market underwent a slight drop of 1% in Q3 2023. Bolstered by regional recoveries and new product upgrade demand, the smartphone market recorded a double-digit sequential growth in Q3, ahead of the sales seasons.
Recently, research agency Counterpoint Research published their latest analysis. The report reveals that Samsung continued its leadership in the third quarter of 2023, while Apple remained in the second spot. However, both OEMs faced a decline of 1 percent year over year.
According to CR, slower consumer demand is the main factor in the dwindling sales. The market did see a slight 2 percent growth in Q3 compared to Q2, likely driven by last month’s iPhone 15 series launch. Samsung secured 20 percent market share, while Apple grabbed 16 percent sales.
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The Galaxy A-series was the key driver for the South Korean smartphone maker. Apple came in second with 16 percent of the market while Xiaomi rounded out the top three with its 12 percent share. Oppo (10 percent) and vivo (8 percent) were the remaining brands in the top five charts.
The newly released iPhone 15 series will help Apple score a lead over Samsung in the fourth quarter of the year. The results will arrive by early next year, and it’s expected that the US phone maker could surpass Samsung. Major camera upgrades and USB-C helped Apple register strong sales.