Report Overview

Juniper Research’s Smartphone Market research is an invaluable analysis of one of the most competitive technology industries of today; evaluating ways in which device vendors are innovating in the face of a slowing market, with discussions of differentiation strategies, alongside new technologies like 5G and the impact of changes in the smartphone value chain.

The report provides vital analysis of the future outlook for this key market segment; examining the strategies that leading smartphone vendors are using to respond to the changing landscape. This is presented alongside extensive forecasts and insight into the market share of smartphone operating systems and vendors.

The research includes:
  • Market Trends & Opportunities (PDF)
  • 5-year Market Sizing & Forecast Spreadsheet (Excel)
  • 12 months' Access to harvest Online Data Platform
Buy Full Research Suite - Immediate access to all the above only £2990.


Key Features

  • Market Dynamics & Device Innovation: Examination of the trends affecting the smartphone market, including consumer preferences, design trends and the impact of new form factors, such as foldable smartphones, and the impact of regional factors on the market.
  • Supply Chain Analysis: Examination of factors impacting the smartphone supply chain, including component manufacture and capabilities.
  • 5-year Forecasts: Smartphone market prospects analysis, together with 5-year forecasts for key metrics, including device revenue, shipments and installed base, split by iOS, Android and others, in addition to global vendor forecasts.
  • Competitive Landscape: Comprehensive assessment of the leading smartphone vendors and their strategies, including an assessment of market position using the Juniper Research Leaderboard. These include:
    • Apple
    • Asus
    • BBK
    • Google
    • Honor
    • HTC
    • Huawei
    • Lenovo
    • Meizu
    • Samsung
    • Sony
    • TCL
    • Tanssion
    • Xiaomi
    • ZTE

Key Questions Answered

  1. Where are the strongest smartphone growth opportunities over the next 5 years?
  2. What features can maximise profits on these devices?
  3. What impact will 5G have on the smartphone market?
  4. What device innovations can serve as differentiators to drive up vendor revenue?
  5. Where can different stakeholders in the market derive value?

Companies Referenced

Case Studied: Apple, Google, OnePlus, Samsung.
Included in Juniper Research Leaderboard: Apple, Asus, BBK, Google, Honor, HTC, Huawei, Lenovo, Meizu, Samsung, Sony, TCL, Transsion, Xiaomi, ZTE.
Mentioned: Airtel, Alcatel, Amazon, AMD, América Móvil, AppAnnie, ARM Holdings Ltd, AT&T, Audiomack, Bank of Kigali, Best Buy, Black Shark, BT, Cisco, Deutsche Telekom, Disney, Dixons Carphone, EE, Ericsson, ESPN+, Etisalat, Excel Esports , Facebook, Fingerprints Cards, Firework, Flipkart, Foxconn, GCC (Gulf Cooperation Council), GDSA (Global Developer Service Alliance), Goodix, GSMA, Hulu, Iflix , Infinix, InOne Smart Technology, iQOO, Iqoo, Itel, Jazztel, , Joyent, KDDI, LG, Liberty Global, Lucent, MagSafe, Mara Phones, MediaTek, Medion, Mi, Micron Technology, Microsoft, Millicom International, Motorola, Nedbank, Netflix, Nokia, Novaled, Nutanix, Omdia, Ooredoo, Oppo, Orange, Pew Research Center, Pixelworks , Pocophone, Qualcomm, Realme, Redmi, Safaricom, Sagem Wireless, Snapdragon, SoftBank, Spice Mobility, Sprint, STC, Tata Sky, Tecno, Telefónica, Telna-KnowRoaming, Tigo, TikTok, T‑Mobile, TrueDepth, Verizon, Virgin Media, Vivo, VMware, Vodacom, Vodafone, Walmart, Wingtech, Yamaha, Zain, ZEISS, ZUK Mobile.

Data & Interactive Forecast

Juniper Research’s Smartphone Market forecast suite includes:
  • Installed base of smartphones, split by operating system:
    • Android
    • iOS
    • Other
  • Shipments of smartphones, split by operating system
  • Smartphone average selling price and revenue, split by operating system
  • Global installed base and shipments of smartphones, split by the following vendors:
    • Apple
    • BBK
    • Huawei
    • Lenovo
    • Samsung
    • Xiaomi
    • Others
  • Access to the full set of forecast data of 25 tables and more than 4,500 datapoints.
  • Interactive Scenario Tool allowing users to manipulate Juniper Research’s data for 5 different metrics.

Geographical splits: 25 countries

Harvest: Our online data platform, harvest, contains the very latest market data and is updated throughout the year. This is a fully featured platform enabling clients to better understand key data trends and manipulate charts and tables, overlaying different forecasts within the one chart - using the comparison tool. Empower your business with our market intelligence centre, and get alerted whenever your data is updated.

Interactive Excels (IFxl): Our IFxl tool enables clients to manipulate both forecast data and charts, within an Excel environment, to test their own assumptions using the Interactive Scenario Tool and compare selected markets side by side in customised charts and tables. IFxls greatly increase a clients’ ability to both understand a particular market and to integrate their own views into the model.

Forecast Summary

We anticipate that the smartphone market will be worth over $560 billion in 2022, with iPhones claiming nearly 40% of that value, despite selling less than 20% of the units shipped that year.
  • We expect iOS majority markets to approach or exceed an average selling price of $700 globally from 2024, compared to just over $200 for Android. Apple has consistently been able to drive users to its higher-priced models in a way that most Android vendors cannot; reporting that its XR and XS models (priced $750 and above) are among the most popular of its smartphones upon release.
  • As foldable smartphones are sold at prices approaching $2,000, almost double current flagship norms, we do not anticipate these will have a large impact on the market over the forecast period without substantial pricing reductions. Even if they do, they are likely to depress revenue in the long term, as consumers will expect these devices to have a longevity to justify the price tag



Full Research Suite

  • Market trends, strategies and forecasts report (pdf)
  • Market data & forecasts - All topic data and interactivity (xls)
  • harvest market data platform (12 months’ online access) - find out more

Click here for more information and purchase options

Jun 2021




Research FAQs

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Research Details

Juniper Research
James Moar, Nicholas Hunt
Innovation & Disruption
8 Key Regions - includes North America, Latin America, West Europe, Central & East Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East
Argentina, Australia, Brazil, Canada, China, Colombia, Denmark, France, Germany, India, Italy, Japan, South Korea, Mexico, Netherlands, Norway, Poland, Portugal, Saudi Arabia, Singapore, South Africa, Spain, Sweden, UK, USA