In a seismic shift echoing the era of Nokia’s reign, Samsung’s long-standing leadership in the global smartphone market has come to an end. Apple, as anticipated, clinched the top spot in 2023, marking the first time Samsung has relinquished its position since 2010, according to a report by IDC.
Apple’s ascendance can be attributed to several factors. A robust presence in the premium segment, constituting over 20% of sales, propelled its growth. Aggressive sales strategies in the U.S. and innovative resale, exchange, and leasing programs fueled Apple’s surge. In 2023, Apple shipped 234.6 million iPhones, securing a 20.1% market share, a notable 3.7% increase. Meanwhile, Samsung slipped to second place, shipping 226.6 million units, capturing a 19.4% market share, a significant 13.6% drop.
China’s Xiaomi claimed the third spot with 145.9 million smartphones, a 12.5% decline from 2022. The fourth and fifth positions went to Chinese brands Oppo and Transsion (owner of Tecno and Infinix), which shipped 94.9 million smartphones in 2023, experiencing the highest growth rate among the top five.
Despite Samsung’s imminent launch of the Galaxy S24 series, the fourth quarter of 2023 witnessed a sales decline for the tech giant. The upcoming Galaxy Flip 6 and Galaxy Fold 6 are expected to rejuvenate its portfolio.
Analyzing the broader market, 2023 saw a 3.2% contraction in global smartphone shipments, hitting a decade-low of 1.17 billion devices. However, a glimmer of hope emerged in the last quarter of 2023, witnessing an 8.5% growth in shipments to 326.1 million units, surpassing the forecasted 7.3%.
IDC identifies a rejuvenation of demand in emerging markets, lower-tier Android players like Transsion and Xiaomi gaining ground, and the resurgence of Huawei in China as key factors. The foldable smartphone segment’s growth and the escalating significance of AI discussions in smartphones promise an intriguing future for the smartphone market, as noted by Ryan Reith, IDC Worldwide Mobility and Consumer Device Trackers Group Vice President.