VnExpress’ report on the best-selling smartphone models in the first half of 2017 showed that iPhone 6 was among the top 10. iPhone 5S also sold very well. At The Gioi Di Dong, the largest smartphone distribution chain, iPhone 5S was the iPhone bestseller.

In Hanoi and HCMC, in the first half of 2017, over 10,000 iPhone 6 and iPhone 5S were sold each month. 

Though Vietnamese fans of iPhones are always eager for the latest-generation models, they still prefer iPhone 6 and iPhone 5S marketed 3-4 years ago, to the iPhone 7 and iPhone 7 Plus.

iPhone 5S, marketed in 2013, and iPhone 6, marketed in 2014, have not been found on Apple’s website since 2016 and are not sold in Apple Stores. In Vietnam, both the models have nearly disappeared from the market, and no ad campaigns for the models have been run. 

However, the ‘vitality’ of iPhone 6 and iPhone 5S is so strong. According to Le Phuong Thao, marketing director of a retail chain in Hanoi, all authentic iPhone 6 and iPhone 5S import consignments imported directly from the manufacturer can sell very well though there are not many choices in color and memory capacity.

As for iPhone 6 model, for example, there is only 32 GB golden color version only. Meanwhile, iPhone 5S only has the 16 GB silver color version. Many people accept to buy used iPhone 6 and iPhone 5S if they cannot find brand-new products.

“It is the old models like iPhone 6 and iPhone 5S that help Apple consolidate its strength in the Vietnamese market,” said Dang Quoc Tuan, director of iShop. 

Though Apple is well known and a favorite in Vietnam, its market share in Vietnam is just the third largest, half of Oppo’s. Meanwhile, Samsung, its direct rival, now holds 50 percent of the market share.

Positioned as high-end product manufacturer, Apple doesn’t have mid-end or low-cost products like Samsung or other brands. iPhone 7, iPhone 7 Plus, or iPhone 5S and SE as well are high-end models comparable with Samsung’s Galaxy S and Note. The average price of a smartphone sold in Vietnam is VND5-6 million. It is the price reduction of iPhone 6 and iPhone 5S which has helped Apple approach the market segment that it missed.

Retailers have been slashing the prices of iPhone 6 and iPhone 5S for the last year despite the good sales. 32 GB iPhone 6, for example, has sold for VND9 million and then reduced to VND8 million within three months.

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Thanh Mai