Apple grew 68% in SE Asia on iPhone sales boom – report

Just as it did elsewhere, Apple saw its highest ever year-on-year growth and shipped more iPhones than it ever has before across SE Asia’s key nations, Indonesia, Thailand, Philippines and Vietnam, reports Counterpoint.

Apple continues growth in most tech-savvy markets

Despite COVID-19, the analysts claim that smartphone shipments set new annual records across these nations, up 5% for 96 million units. They also claim Apple (along with Xiaomi and realme) shipped their highest ever volumes and that 5G devices accounted for 18% of overall sales. That matters, as it suggests plenty of available upside for future devices.

Even though there was a brief slowdown in Apple shipments in H2 2021, it sold more of the 11 and 12 series iPhones at the start of the year and towards the end as well. Apple also benefited from strong demand for iPhone 13.

Big in Vietnam

All the same, Apple has some way to go as despite these positive signs, it remains outside the top five vendors across all nations for now – but is on a roll in Vietnam, where Counterpoint claims Apple took the number four slot in Vietnam for the first time. It more than doubled its share, from 4% in 2020 to 9% in 21, at the expense of most other competitors there.

This took effort to achieve. Apple has been making significant investment in improving its to market position in Vietnam as noted by Senior Research Analyst Ivan Lam, who said:

[Also read: Apple is at ‘inflection point’ of rapid enterprise adoption]

“Apple enjoys a good place among Vietnamese consumers. In 2021, Apple enhanced its distribution strategy in Vietnam. It pushed online sales through Lazada Apple Flagship Stores and boosted “mini Apple Stores” by working with retailers, although there are already Apple Zones in Thegiodidong stores and F.Studio in the FPT shops system. Also, in Vietnam, 5G smartphone penetration is increasing gradually, supporting iPhone 13 sales.”

Why Vietnam matters

Vietnam is an important market in many ways, not least as a significant consumer of next generation internet services. Counterpoint Research Director Tarun Pathak said:

“Vietnam is one of the most active consumer electronics markets in Southeast Asia, as well as one of the Asian countries with highest internet penetration. Although COVID-19 continued to disrupt the market, the demand was always there. We expect this rebound to continue in 2022.”

With similar news from most Apple markets, it seems the stage is set for the next phase of the upgrade cycle with iPhone SE 2022. The company also took the lead in China for the first time in six years on strength of iPhone 13.

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