In 2010, Samsung took the crown from Nokia to become the world’s largest smartphone manufacturer, holding the title for 13 consecutive years. However, recent data from analyst firm IDC indicates a shift, with Apple surpassing Samsung to claim the top spot in 2023. This achievement by the Cupertino company is noteworthy, especially considering that the overall smartphone market experienced a 3.2% year-over-year decline in shipments, reaching a ten-year low of 1.17 billion units.
Apple’s Lead Over Samsung as the New Smartphone Market Leader
According to preliminary data from IDC, Apple shipped 234.6 million iPhones in 2023, securing a 20.1% share of the smartphone market. The data proves that Apple ended the year 2023 as the leader in shipment of smartphones over Samsung. This represents a growth from 226.3 million shipments in 2022, where Apple held an 18.8% market share. Notably, this marks the first time that Apple has claimed the title of the world’s largest smartphone maker by volume for an entire calendar year.
Samsung, on the other hand, came in second place with a 19.4% market share and 226.6 million shipments. This reflects a significant decline from 262.2 million shipments in 2022, leading to a 13.6% reduction in market share for the Korean company. Ryan Reith, IDC’s group vice president, attributes Samsung’s shipment decline to factors such as Huawei’s strong comeback in China and the competitive offerings from brands like Honor, OnePlus, and Google in the lower-priced segment of the high-end market.
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Apple’s Share Increased but Samsung and other Smartphone Makers Declined
Several major Android manufacturers experienced a decline in yearly smartphone shipments, including Xiaomi and Oppo, with their shipments decreasing by 4.7% and 9.9%, respectively. In contrast, Apple’s strong performance in Q4 2023 is notable, with an estimated 80.5 million iPhones shipped, capturing 24.7% of the market share and showing an 11.6% growth compared to the year-ago quarter, likely driven by robust demand for the iPhone 14 and iPhone 15 series.
It’s important to highlight that Apple’s achievement of shipping more smartphones than Samsung for the entire calendar year is remarkable, especially considering that Apple does not offer budget phones like some Android manufacturers.
In Q4 2023, Samsung shipped 53 million Galaxy phones, a decline from 59.5 million units shipped in the same quarter of 2022. Meanwhile, Xiaomi, Transsion, and Vivo experienced growth in device shipments during the last quarter of the year. Overall, the smartphone market reversed the trend of declining shipments in Q4, showing an 8.5% growth to reach 326.1 million units.
The smartphone market is anticipated to rebound in 2024, driven by improved macroeconomic conditions, increasing consumer interest in foldable devices, and the integration of new AI-powered features. Samsung aims to leverage the rising enthusiasm for AI with the imminent launch of the Galaxy S24 series, rumored to incorporate various AI features. This strategic move aligns with the industry’s focus on advanced technologies and suggests a potential shift towards more intelligent and innovative smartphones in the coming year.
