The smartphone industry is in rough shape. Sundar Pichai used the word “headwinds” to discuss the company’s difficulties moving Pixel 3 units, but Canalys’ latest report is far more blunt, describing the situation as a “freefall.”
Things are pretty ugly in the Q1 report, as smartphone shipments declined for the sixth quarter in a row. The combined global units hit 313.9 million, marking their lowest point in almost half a decade, according to the firm.
Of the big players, Apple seems to be particularly hard hit, falling 23.2% year on year. Once again, China played a big role here, but as usual, the full story is much more complex.
“This is the largest single-quarter decline in the history of the iPhone,” said analyst Ben Stanton in a release tied to the news. “Apple’s second largest market, China, again proved tough. But this was far from its only problem. Shipments fell in the US as trade-in initiatives failed to offset longer consumer refresh cycles. In markets such as Europe, Apple is increasingly using discounts to prop up demand, but this is causing additional complexity for distributors, and blurring the value proposition of these ‘premium’ devices in the eyes of consumers.”