This has not happened since 2010: according to the IDC firm, Korean Samsung lost the title of the leading global smartphone manufacturer by volume in 2023, which has now been seized, and for the first time, by Apple. 234 million iPhones would have been distributed during this period, or 20.1% of the global market, while Samsung sold only 226 million devices (−13.6%) for a 19.4% market share. The Korean’s dominance was recently challenged very briefly by Chinese Huawei in 2020, for just one quarter.
Far behind Apple and Samsung, Xiaomi completes the podium of the largest global players in the sector (around 146 million pieces, 12.7% market share). In a declining market (− 3.2% compared to 2022), the Apple brand nevertheless managed to make progress (+ 3.7%), unlike its main competitors, starting with Samsung (− 13.6%). A new player joins the competition, the Chinese Transcend which ranks fifth in the world behind Oppo, with a remarkable growth of around 31%, particularly well established in African markets. Its success on low-end models may have hurt Samsung’s market share because, estimates firm Canalys, “Samsung to focus on mid- and high-end segments in 2023, but lose share in low-end”.
The California firm is defying the law of a sluggish market, with deliveries in 2023 the lowest in ten years (about 1.2 billion units). And yet, unlike its rivals, it has not shown major innovation, for example, not embraced the fashion of folding phones, which many hope could revive sales. Apple is sticking to its basics: offering a high-end offering (entry price, 969 euros for the iPhone 15), while the market is fragmenting into low- and mid-range devices.
Another lesson is Huawei’s strong comeback in China. Affected by American restrictions, which significantly prevented it from accessing Google’s suite of services (Gmail, Maps, YouTube, etc.) and the latest generations of chips, the Shenzhen giant is making a comeback. In the latest quarterly report dedicated to the Chinese market by Counterpoint dated October 26, 2023, Huawei takes only 11% market share by volume in China but with a growth of 41%.
Rebound in 2024
According to IDC, the high-end smartphone market – priced above 800 dollars (730 euros) – now exceeds 20% market share. Counterpoint estimates that Apple will crush the premium device market with a 71% market share in 2023, albeit down from 2022 (75% market share).
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