In a monumental shift, Apple has dethroned Samsung as the world’s leading smartphone brand for the first time in over a decade. The latest data from market research firm IDC reveals that Apple, in 2023, shipped a staggering 234.6 million iPhones, seizing a substantial 20.1% share of the global smartphone market.
Contrastingly, Samsung, which held the top spot for years, shipped 226.6 million Galaxy smartphones in 2023, marking a 19.4% market share. This represents a notable 13.6% decline compared to its 2022 shipments of 262.2 million units. While Samsung faced challenges throughout the year, its smartphone division performed admirably in terms of profitability, fueled by a strategic focus on high-end models like the Galaxy S23, Galaxy Z Flip 5, and Galaxy Z Fold 5.
The overall smartphone market experienced a 3.2% contraction in 2023 compared to the previous year. However, Samsung anticipates a more favorable year in 2024, expressing confidence in surpassing Galaxy S23 sales figures. Moreover, the company is gearing up for the release of highly anticipated devices, including the vastly improved Galaxy Z Flip 6 and Galaxy Z Fold 6 later in the year.
Apple’s impressive performance includes a 3.7% increase in shipments, a remarkable feat given the challenging year for the smartphone market. The iPhone 15 series, featuring a new screen design for non-Pro models and a titanium design for Pro variants, contributed significantly to Apple’s success.
Xiaomi secured its position as the third-largest smartphone brand in 2023, capturing a 12.5% market share with shipments exceeding 146 million units. Despite a 4.7% decline in shipments compared to the previous year, Xiaomi maintained a robust standing. Meanwhile, OPPO ranked fourth, experiencing a nearly 10% drop in shipments during 2023.
Transsion, the parent company of smartphone brands Infinix, Itel, and Tecno, witnessed a remarkable surge of 30.8% in shipments, delivering close to 95 million smartphones in 2023. This growth underscores the company’s growing influence in the competitive smartphone landscape.
Ryan Reith, Group Vice President with IDC’s Worldwide Mobility and Consumer Device Trackers, highlighted the fierce competition within the smartphone market. He noted Apple’s pivotal role in Samsung’s decline, emphasizing the diversification within the Android space, resurgence of Huawei in China, and the emergence of competitive devices from brands like OnePlus, Honor, and Google. The rise of foldables and increasing discussions on AI capabilities further contribute to the evolving dynamics of the smartphone industry.