The much rumoured delay in the new OLED iPhone 8, from its scheduled launch in the third quarter this year, would no doubt be a setback to Apple and its partners. The losses of course would depend on the quantum of delay in launching of the flagship device. We had forecasted Apple to capture 14% of the global smartphone market in 2017 and 2018, per the latest projections available here from the Wireless Smartphone Strategy (WSS) Service.

Black Friday, followed by the holiday season sales are significant for Apple and its partners as it contributes heavily to making of a standout fourth quarter. A delay that spills over to this sales period is expected to alter the market share dynamics in favour of its competition. Samsung’s Galaxy S8 and S8 plus have done well since launch and its challenge in the premium segment would get a leg up with the likely launch of Galaxy Note 8 in the second half of the year.

Of the multiple devices to be launched by Apple in Q3 2017, the flagship iPhone 8 is expected to set new trends in the market in terms of device capability / features.  An innovative, differentiated and standout iPhone iterate is a must for Apple to revive its stagnating market share. The procurement challenges for these sophisticated components to include OLED display, 3D NAND chips have been mounting for Apple, leading to a delay in the launch of iPhone 8.