According to the International Data Corporation ’s (IDC) Worldwide Quarterly Mobile Phone Tracker, the Thai smartphone market declined by 25.7% year-on-year (YoY) in 1Q23, shipping 3.45 million shipments. However, there was relatively good news for Apple’s iPhone.
IDC says that, amid continued high levels of inflationary and economic pressures on disposable income, smartphones in the entry-level segment (<US$200) posed steep declines, shrinking to 51% of the market, down from 60% in 4Q22 and 59% in 1Q22. The average selling price (ASP) increased to US$403, rising 26% YoY due to very strong performance in the premium segment (US$800+), which had risen to 19% of the market compared to 11% in 1Q22.
IDC says that, in the premium segment, there was strong performance from the recently launched Samsung Galaxy S23 series, which was supported by attractive channel promotions. The iPhone 14 series remained strong due to carryover demand from 4Q22, adds the research group.
What’s more, Apple sold approximately 668,000 iPhones in Thailand in 1Q23 for 19.4% market share. That’s up from sales of 495,000 in 1Q22 for 10.7% market share. Year-over-year iPhone sales in Thailand grew 34.9%.
Ahead of Apple in Thailand smartphone market are Samsung and OPPO. In 1Q23 they had, respectively, 23.8% and 22.3% market share.
“The Thai smartphone market is expected to continue to decline in 2023. However, as the market is increasingly maturing, volume will be largely driven by the premium segment. There are some signs of economic recovery, and consumer confidence is increasing due to a pickup in tourist arrivals which should translate into increasing consumer spending in the smartphone market; however, political uncertainty still looms overhead,” says Apirat Ratanavichit, Market Analyst at IDC Thailand.
