But analyst Rod (“sell Apple) Hall sees an upside in Cupertino’s edge in online smartphone sales.
From a note to clients that landed on my desktop Sunday:
Q1 total handset shipments at 340m missed our estimate by 8% and declined 21% Y/Y. Non-Apple OEMs declined 23% Y/Y, while Apple units declined only 8% Y/Y. Optically, this implies ~1.7pp global share gain for Apple in Q1, according to the Gartner data.
We believe Apple’s outperformance was a result of other OEMs struggling to shift to online channels amid Global lockdowns while Apple’s online presence is stronger. According to IDC, 17% of iPhone shipments were through online channels in Q1’20, a ~6pp improvement Y/Y. This compares to just 2pp Y/Y improvement in online sales for other OEMs. We expect Apple to continue to outperform the market in the near term due to this online phenomenon though we would expect some normalization as other OEMs adapt by the end of this year.
Better performance of Apple helped overall handset market ASPs. Handset market ASPs grew 5% Y/Y to $263, according to IDC. Parsing through the data, we observe that better market share performance at Apple helped to drive growth in market ASPs. Excluding Apple, Market ASPs grew only 1% Y/Y. (see Exhibit 8 for an overview of handset market ASP trends).
…and mix was also better within Apple. Latest generation iPhones (launched the previous fall) made up 69% of total iPhones shipments in Q1’20, up from 55% in Q1’19, according to the IDC data. This better mix within iPhones drove overall iPhone ASP up 2% Y/Y in Q1’20, according to IDC (see Exhibit 5 for iPhone mix and ASPs). We note that the better iPhone mix this year is consistent with our thinking that higher end consumers may have accelerated spending due to lockdowns and the perceived lack of job risk. We expect this to change if white collar job losses accelerate in H2.
Below: Exhibit 5…
Click to enlarge.
Maintains Sell rating and $243 price target.
My take: Hall, who set his current (Street-low) price target on May 1, is overdue for an upgrade. Maybe later today?