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This PowerPoint-based report uses Ovum's latest smartphone forecast to assess the long-term prospects for Apple and other established vendors in light of growing competition from emerging local vendors.


  • Smartphone sales growth will drop quickly from 27% in 2014 to just under 10% in 2017, as non-smartphone users to convert become rarer.
  • The share of smartphones sold above $200 will drop from 55% in 2014 to 36% in 2020
  • The low-price/high-volume/quick-to-market strategy employed by emerging vendors is not sustainable. They will shift in the next one to three years from a pure customer acquisition play to monetisation and value generation.

Features and Benefits

  • Quantifies the smartphone sales opportunity in the next five years by region, by price band, and by OS
  • Provides a smartphone sales strategy map to evaluate various smartphone vendor strategies
  • Analyzes long-term opportunities and challenges for Apple's iPhone

Key questions answered

  • What will be the impact of smartphone market maturity on global handset sales and average selling prices?
  • How are vendors likely to respond to market maturity?
  • What will be Apple's market share in smartphone sales in 2020?

Table of contents


  • Introduction
  • Download 1: Smartphone Market Update: Apple’s Success Beyond 2015

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