DUELING SMARTPHONE GIANTS: A COMPREHENSIVE EXAMINATION OF HUAWEI AND IPHONE'S BRAND EQUITY, SALES, AND SERVICES

Abstract

The digital revolution has ushered in a fierce battle for supremacy in the realm of smartphones, with brands vying for dominance through innovative features that captivate existing customers and entice potential ones. This study delves into an in-depth comparison of two behemoths within the upper echelons of the smartphone industry: Huawei and iPhone. Through an exhaustive analysis encompassing external and internal facets, brand equity, sales strategies, and services, this research seeks to unravel the nuanced dynamics that drive these companies forward. Huawei Technologies Co., Ltd, headquartered in Shenzhen, China, has evolved into a global technology giant since its inception in 1987 by founder Ren Zhengfei. From its origins as a telecommunications infrastructure player, the company transitioned into smartphone manufacturing in 2010, unveiling its first smartphone, the "Huawei Ascend Series," in 2012. With a remarkable portfolio comprising 299 smartphone models, spanning series like Ascend, Mate, P, W, Y, Nova, GX, GR, T, Honor, and Enjoy, Huawei has cemented its presence in the smartphone landscape. Meanwhile, Apple Inc., based in Cupertino, California, USA, introduced the first iPhone in 2007, focusing on an affluent demographic with 29 iPhone models to date, ranging from the iPhone 3 to the iPhone 12 Pro Max. Huawei boasts a workforce of 197,000 employees, over half of whom are devoted to research and development endeavors, exemplifying the company's commitment to innovation. With a financial position of 876 billion yuan in 2020 and a 14.4% share of the global smartphone market, Huawei stands as Samsung's closest contender. In contrast, Apple, with its 147,000-strong workforce, maintains an 11.1% market share, supported by substantial assets worth 323.89 billion USD in 2020. This rivalry for market supremacy extends beyond Huawei and iPhone, with Samsung, Oppo, Xiaomi, Lenovo, and LG intensively competing within the smartphone arena. The operating systems that underpin this competition include Android, iOS, Huawei Management System (HMS), and Windows. The implications of these multifaceted aspects resonate across various dimensions of the smartphone landscape, shaping the industry's trajectory in an era marked by technological dynamism and cutthroat competition.