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In the first quarter of 2020, around 843 thousand Apple smartphones were sold in Australia, making it the leading smartphone vendor in the country. Smartphone sales were negatively impacted by the COVID-19 pandemic, which led to many vendors facing supply constraints and store closures around the world.

Apple’s dominance in the marketplace

Apple held an over 50 percent market share of smartphones in Australia. Its closest competitor, Samsung, was responsible for just a quarter of the market at the same time. Apple product consumers have long been associated with brand loyalty, and it comes as no surprise that the vast majority of Apple mobile phone users were satisfied with the brand.

Impact of COVID-19

Globally, the smartphone market suffered its biggest year-over-year decline due to COVID-19. In general, the smartphone supply chain was affected by lockdown measures in China. In addition, the demand for smartphones declined in the first half of 2020 as consumer spending had decreased due to the global economic downturn. The Australian market was not immune to the negative impact and global decline in smartphone shipments.

Despite a marked decline in smartphone sales, smartphone usage had increased significantly in Australia due to the coronavirus outbreak. Even still, many vendors are facing an uncertain outlook for the remainder of the year.