In the ever-evolving world of smartphones, the saga of brand survival has taken a dramatic twist. Brace yourselves for a rollercoaster ride through the decline of not one or two but a staggering 500 smartphone brands since 2017. Yes, you read that right! It's like the ultimate battle royale where only the fittest survive, and even some of them are barely hanging on. So stick till the end with us; who knows, maybe your favorite smartphone brand is part of the game?
In 2017, the smartphone market resembled a tumultuous battlefield, with over 700 distinct brands battling for power. Fast forward to the present, and the landscape has shrunk, with only roughly 250 active smartphone brands left. If this were a reality show, we'd be down to the last few competitors with no immunity idol to save them.
This startling conclusion comes from Counterpoint's Global Handset Model Sales Tracker. But why, you might ask? A variety of factors have combined against these businesses, resulting in a perfect storm of collapse.
The first is the unavoidable aging of the user base. As users' expectations rise, they demand higher-quality devices, making it difficult for smaller businesses to compete. You can't deceive Grandma any longer with a flimsy smartphone; she's caught on!
Then there's the issue of replacement cycles. People are holding onto their devices longer, and who can blame them when they're essentially pocket-sized Swiss Army knives? Longer usage means fewer new purchases, which doesn't bode well for smartphone brands trying to make a splash in the market.
Not to mention the economic headwinds that have been coming in from all sides. The pandemic swept through the market like a tornado, wreaking havoc on smaller local firms that couldn't withstand the storm. It's like attempting to navigate a small dinghy during a cyclone; hardly everyone makes it to calm waters.
And what about supply-chain bottlenecks? Oh, the dread! These bottlenecks created information superhighway traffic jams, producing delays and annoyance for both producers and customers. Small brands, which were already trying to stay up, found themselves trapped in reverse.
Let us now discuss technological transformations, notably the move from 4G to 5G. It's the equivalent of going from a leisurely bike ride to a Formula One race. Smaller brands simply couldn't keep up, and several went out of business.
While 700 smartphone companies may seem excessive to individuals in the United States, where a few behemoths dominate the roost, many other countries welcomed the variety of possibilities. Local brands offered more cheap and innovative options that catered to a diverse palette.
The playing field, however, was far from level. Smaller firms lacked the financial clout to invest in R&D or gain A-list celebrity sponsorships. Consider hiring the hottest Hollywood star on a low budget. Not happening!
To make matters worse, several of the major Chinese firms chose to enter the fray with aggressive pricing schemes. For example, Vivo and Xiaomi offered smartphones at prices that made lesser businesses appear to be selling antiquated, limited-edition items. It's like a David and Goliath battle, except David forgot his slingshot at home.
But hold on, there's more! People are simply not purchasing as many smartphones as they used to. It's like a gigantic going-out-of-business deal in the world of smartphone sales, but customers aren't biting. Counterpoint's July report offered the bad news: smartphone shipments fell for the third consecutive quarter. Android devices received the worst of the damage, with sales dropping by a stunning 24%. It's similar to a garage sale but without the fire.
TCL-Alcatel dropped the most, by 69%, followed by Samsung (37%) and Motorola (17%). Android phones, which are the bread and butter of those smaller makers, were hit the hardest. Meanwhile, the iPhone, like the last slice of pizza at a party, held up better but still saw a 6% dip in sales.
That concludes the smartphone brand disaster of the century. The survivors are competing in a market that has become more competitive than a cooking competition show. Who will emerge victorious, and who will be reduced to a mere footnote in the annals of smartphone history? Only time will tell, but one thing's for sure – it's a comedy of decline that keeps us all on the edge of our seats.
Read next: 57% of Gen Z Want to Become Influencers, Far More Than Any Other Group
In 2017, the smartphone market resembled a tumultuous battlefield, with over 700 distinct brands battling for power. Fast forward to the present, and the landscape has shrunk, with only roughly 250 active smartphone brands left. If this were a reality show, we'd be down to the last few competitors with no immunity idol to save them.
This startling conclusion comes from Counterpoint's Global Handset Model Sales Tracker. But why, you might ask? A variety of factors have combined against these businesses, resulting in a perfect storm of collapse.
The first is the unavoidable aging of the user base. As users' expectations rise, they demand higher-quality devices, making it difficult for smaller businesses to compete. You can't deceive Grandma any longer with a flimsy smartphone; she's caught on!
Then there's the issue of replacement cycles. People are holding onto their devices longer, and who can blame them when they're essentially pocket-sized Swiss Army knives? Longer usage means fewer new purchases, which doesn't bode well for smartphone brands trying to make a splash in the market.
Not to mention the economic headwinds that have been coming in from all sides. The pandemic swept through the market like a tornado, wreaking havoc on smaller local firms that couldn't withstand the storm. It's like attempting to navigate a small dinghy during a cyclone; hardly everyone makes it to calm waters.
And what about supply-chain bottlenecks? Oh, the dread! These bottlenecks created information superhighway traffic jams, producing delays and annoyance for both producers and customers. Small brands, which were already trying to stay up, found themselves trapped in reverse.
Let us now discuss technological transformations, notably the move from 4G to 5G. It's the equivalent of going from a leisurely bike ride to a Formula One race. Smaller brands simply couldn't keep up, and several went out of business.
While 700 smartphone companies may seem excessive to individuals in the United States, where a few behemoths dominate the roost, many other countries welcomed the variety of possibilities. Local brands offered more cheap and innovative options that catered to a diverse palette.
The playing field, however, was far from level. Smaller firms lacked the financial clout to invest in R&D or gain A-list celebrity sponsorships. Consider hiring the hottest Hollywood star on a low budget. Not happening!
To make matters worse, several of the major Chinese firms chose to enter the fray with aggressive pricing schemes. For example, Vivo and Xiaomi offered smartphones at prices that made lesser businesses appear to be selling antiquated, limited-edition items. It's like a David and Goliath battle, except David forgot his slingshot at home.
But hold on, there's more! People are simply not purchasing as many smartphones as they used to. It's like a gigantic going-out-of-business deal in the world of smartphone sales, but customers aren't biting. Counterpoint's July report offered the bad news: smartphone shipments fell for the third consecutive quarter. Android devices received the worst of the damage, with sales dropping by a stunning 24%. It's similar to a garage sale but without the fire.
TCL-Alcatel dropped the most, by 69%, followed by Samsung (37%) and Motorola (17%). Android phones, which are the bread and butter of those smaller makers, were hit the hardest. Meanwhile, the iPhone, like the last slice of pizza at a party, held up better but still saw a 6% dip in sales.
That concludes the smartphone brand disaster of the century. The survivors are competing in a market that has become more competitive than a cooking competition show. Who will emerge victorious, and who will be reduced to a mere footnote in the annals of smartphone history? Only time will tell, but one thing's for sure – it's a comedy of decline that keeps us all on the edge of our seats.
Read next: 57% of Gen Z Want to Become Influencers, Far More Than Any Other Group
