Samsung have launched several new smartphones over recent months, ranging from ground-breaking folding phones to the affordable new F-series handsets. The performance of the smartphone business is set against a backdrop of record profits of the overall group. Semiconductor chip sales have soared and the recovery of the global economy has driven strong sales of domestic appliances.
Supply chain disruptions delayed the launch of Apple’s new iPhone 12 range, pushing it from September to this month. Four new iPhone models were launched with different screen sizes, new styling and 5G connectivity. The range of specifications is tailored to suit a variety of budgets, with the iPhone 12 Pro Max having the most impressive tech. Of note is the addition of a LiDAR scanner to the flagship model. This 3D sensing technology debuted in the iPad Pro earlier this year and is part of Apple’s plans to bring augmented reality (AR) to smartphones. We expect this to create a wave of new apps for gaming, navigation and retail, and for AR to be a major new trend for the whole market.
The launch of Apple’s new range of iPhones is expected to challenge Samsung’s dominance in Q4. To what extent will be determined by the reception of the new iPhones and the market’s appetite to upgrade to the latest models.