The smartphone market witnessed a significant shift in 2023, with Apple
securing the top spot in total shipments, breaking Samsung’s decade-long
dominance.
This transformative moment, highlighted by a surge in Apple’s market share,
signals a broader trend of recovery in the global smartphone market after
facing challenges earlier in the year.
Global Smartphone Market Overview
According to the
International Data Corporation (IDC) Worldwide Quarterly Mobile Phone
Tracker, the global smartphone market experienced a 3.2% decline in shipments,
reaching 1.17 billion units in 2023. However, a promising recovery emerged in
the second half of the year, with the fourth quarter (4Q23) witnessing an
impressive 8.5% year-over-year growth, surpassing the initial forecast of 7.3%
growth.
Apple’s Remarkable Rise to Number 1
Apple’s success in 2023 is remarkable, considering the increased regulatory
challenges and resurgent competition from Huawei in China, its largest market.
Nabila Popal, research director with IDC’s Worldwide Tracker team, notes that
Apple not only exhibited positive annual growth but also secured the number
one spot for the first time ever. This achievement can be attributed to
Apple’s resilience and success in the premium device segment, which now
represents over 20% of the market.
Intensifying Competition
Ryan Reith, Group Vice President with IDC’s Worldwide Mobility and Consumer
Device Trackers, points out that while Apple played a role in Samsung’s
decline in rank, the Android space is diversifying within itself. Noteworthy
players like Huawei are making swift inroads in China, and brands such as
OnePlus, Honor, Google, and others are launching competitive devices in the
lower price range of the high-end market.
The Top 5 Companies in Q4 2023
Here is a breakdown of the top 5 smartphone companies based on total
shipments, market share, and year-over-year growth in the fourth quarter of
2023:
1. Apple
4Q23 Shipments: 80.5 million units
Market Share: 24.7%
Growth: 11.6%
2. Samsung
4Q23 Shipments: 53.0 million units
Market Share: 16.3%
Growth: -10.9%
3. Xiaomi
4Q23 Shipments: 40.7 million units
Market Share: 12.5%
Growth: 22.7%
4, Transsion
4Q23 Shipments: 28.2 million units
Market Share: 8.6%
Growth: 68.6%
5. vivo
4Q23 Shipments: 24.1 million units
Market Share: 7.4%
Growth: 5.1%
Annual Performance for 2023
The annual results for 2023 reinforce Apple’s dominance in the market. It is
important to take note, however, of Transsion’s remarkable year-on-year growth
rate of 30.8%, which trumps that of all other companies in this list.
Transsion is the company behind TECNO, Infinix, and itel, which have massively grown in popularity and sales here in the Philippines within the past two years.
1. Apple
2023 Shipments: 234.6 million units
Market Share: 20.1%
Growth: 3.7%
2. Samsung
2023 Shipments: 226.6 million units
Market Share: 19.4%
Growth: -13.6%
3. Xiaomi
2023 Shipments: 145.9 million units
Market Share: 12.5%
Growth: -4.7%
4. OPPO
2023 Shipments: 103.1 million units
Market Share: 8.8%
Growth: -9.9%
5. Transsion
2023 Shipments: 94.9 million units
Market Share: 8.1%
Growth: 30.8%
The smartphone market’s dynamic landscape in 2023, marked by Apple’s
ascendancy, intensified competition, and a resilient recovery, sets the stage
for an intriguing future. As the industry explores foldables and delves into
discussions around AI capabilities, the smartphone space is poised for a
captivating journey ahead.
