Even though the share of high-end models in global smartphone sales shrank in 2020 due to the COVID-19 pandemic, Apple was able to “push through the headwinds and capture market share” by introducing 5G models and adopting an aggressive pricing strategy, according to TrendForce.
The research group adds that the tech giant produced 77.6 million smartphone units in the fourth quarter of 2020, an 85% increase quarter-over-quarter, overtaking Samsung and ranking first among all smartphone brands. iPhone 12 devices accounted for about 90% of the iPhone production in quarter four of 2020. For the first quarter of 2021, sales of iPhone 12 devices remain strong, and total iPhone production is expected to reach 54 million units, with iPhone 12 models again accounting for about 80% of this figure, says TrendForce.
The research group also has this to say: Looking further ahead, Apple plans to launch four new flagship iPhone devices in 2H21 and is likely to adhere to its aggressive pricing strategy. Regarding hardware advances, Apple will upgrade its mobile SoC to the A15 bionic SoC. Other than that, it will optimize various existing functions of the iPhone device. On the whole, the four upcoming flagship models can be regarded as extensions to the iPhone 12 series.