Source: Herald Economy
Samsung is in danger of losing it's No. 1 position after 10 years.
According to Counterpoint Research, a global market research firm, "Apple came closest to the No. 1 position this year. If they don't suffer from production disruptions like last year, a change can happen at this time."
The younger generation's preference for iPhone has intensified and it's predicted that Samsung would eventually lose it's No. 1 position in 10 years to Apple's iPhone. Experts analyzed that, "above all, the iPhone preference among Gen Z (born after 1996) had a big impact."
Counterpoint is predicting Apple is expected to overtake Samsung and take the No. 1 spot based on growth of it's premium phone market and strong sales performance in the U.S. While global smartphone shipments will record lowest level in 10 yrs, Apple predicted sales volume would increase further.
Samsung's sales and operating profit are already far behind Apple's iPhone but in terms of annual smartphone shipments, Samsung has maintained it's No. 1 position for the past 10 years. However, this is also in danger of being taken away by Apple.
Apple recorded 85% of the smartphone's market operating profit in the 2nd quarter of this year. On the other hand, Samsung only had 12%. In terms of smartphone market share, Samsung maintained it's No. 1 position with 22% however Apple's profits are overwhelming.
Experts analyzed the reason for this is due to excessive preference for iPhone by younger generation. The Financial Times (FT) reported that "the younger generation is feeling the fear of being alienated from their peers if they do not use an iPhone, even if they're expensive."
According to a market research firm, 83% of Gen Z in the U.S said they own an iPhone. On the other hand, only 10% had a Samsung phone. FT analyzed, "Apple's market share in the U.S market was 35% until 2019, but thanks to the Gen Z influence, it has now exceeded 50%."
Even in Korea, the younger generation's preference for iPhone is getting worse. According to a recent survey by Gallup Korea, among smartphone users aged 18-29, Samsung Galaxy only accounted for 32% with iPhone overwhelmingly high at 65%.
According to analysts, the iPhone preference among idols and famous celebrities is also having a big impact on the younger generation's iPhone use. In fact, an iPhone CF by popular girl group New Jeans became a hot topic and caused controversy after the group was discovered filming with iPhones on their 'ETA' MV and members openly advertised during broadcast while performing with iPhones on stage. This erupted in controversy among Koreans who retorted, "They're openly doing PPL on broadcast!.." "It's so uncomfortable to watch because they're openly advertising on air waves!!"
Meanwhile, following growing controversy and complaints filed, the Korea Communications Standards Commission announced they're reviewing whether New Jeans violated broadcast rules with indirect PPL and will decide whether to file legal injunctions.
- [+2,384, -234] I've used both but I don't think I'll ever get anything other than Galaxy. Isn't Samsung the best in our country? The iPhone is honestly just..
- [+1,453, -115] K-pop idols of the past generation always used Galaxy but they have all since become servants of global capitalism and are scrambling to model for luxury brands. What kind of choding idols wear Gucci, Dior, Chanel while filming with iPhones and doing PPL on stage?
- [+1,336, -66] Still, I'm team Galaxy always!
- [+752, -336] Isn't the performance of the Galaxy (23) overwhelmingly better?
- [+553, -143] If you're a true patriot then it's Samsung. I've used LG myself but if they ever disappear then it'll be only Samsung!
- [+223, -22] I'm done with New Jeans! I liked them before but their iPhone propaganda has seriously crossed the line now... their pure image is completely shattered! New Jeans is just another choding group that only follows and cares about money money money!
- [+153, -42] Are New Jean kids even Korean? How can they blatantly advertising iPhones like this??! Literally zero patriotism in this day and age! They should be throwing out Apple and only carrying Samsung Galaxy!
- [+132, -14] I'm unconditionally Samsung! They're the only company feeding our country!!
- [+98, -5] New Jeans are totally wrong for doing that on air! Why?!
- [+94, -16] This is why when New Jeans comes on now, I change the channel!
- [+85, -3] I only like BTS now since they use Galaxy, New Jeans snobs~
- [+45, -2] Even elementary kids are asking to buy iPhones now because idols and famous celebs are coming out with them.
- [+35, -11] Ban New Jeans from ever appearing on TV!