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Apple Surprisingly showed signs of Tremendous Growth in Vietnam and Thailand in 2021

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Vietnam’s smartphone shipments increased 15% YoY and 104% QoQ in Q4 2021, according to Counterpoint Research’s Monthly Vietnam Channel Share Tracker. After crossing the post-pandemic phase of pent-up demand, smartphones remained in high demand throughout the year, despite the market facing many difficulties, including macroeconomic worries, supply chain issues and the emergence of new COVID-19 variants. The year 2021 also saw Samsung and Apple registering their highest ever shipments in Vietnam.


More specifically, Apple was the fastest growing brand in Q4 2021 in YoY terms. With a hair’s breadth, it surpassed Xiaomi to capture the fourth highest market share during the quarter.


Senior Research Analyst Ivan Lam commented that "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."


As presented in the Counterpoint charts below, Apple showed their highest YoY growth in 2021 at 119% due to a massive Q4 growing a whopping 299%!


(Click on image to Enlarge)

2 Vietnam Smartphone Shipments YoY and Q4 2020 vs Q4 2021

For other statistics from competitors, see the full Counterpoint report here.


In a secondary report posted today by Counterpoint, they noted that Apple saw its highest ever growth of 68% YoY in 2021 in key Southeast Asian Countries overall due to the sales of iPhone 11 and iPhone 12 series and the launch of iPhone 13 series. Thailand and Vietnam came up as the biggest drivers for Apple's premium brand.


3 x Ho Chi Minh City Vietnam


In November, Doan Van Hieu Em, CEO of Mobile World Joint Stock Company, predicted that in the next two years, Vietnam can be classified in the group of countries at level 2 (out of 3 levels) of Apple. Vietnam's Tienphong News further added that Apple is likely to open their first store in Vietnam over the next 2 or 3 years. Either Ho Chi Minh City and/or Hanoi are likely to have Apple Stores in the future.


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