Apple has emerged victorious over Samsung in the global smartphone market, marking the end of Samsung’s unparalleled decade-long dominance. According to a recent IDC report, Apple’s ascent to the top was realized in 2023, a historic moment since Samsung’s last relinquishment in 2010 during Nokia’s zenith.
Apple’s strategy, blending premium growth, robust U.S. sales, and strategic programs, has propelled it to unprecedented success. In 2023, Apple shipped a staggering 234.6 million iPhones, capturing 20.1% of the global market, a remarkable 3.7% increase. Conversely, Samsung, slipping to second place, shipped 226.6 million units, witnessing a 13.6% decrease, signaling a paradigm shift in the smartphone landscape.
China’s Xiaomi claimed the third spot with 145.9 million smartphones, while Oppo and Transsion secured the fourth and fifth places. Notably, Transsion, with Tecno and Infinix brands, displayed the highest growth rate, climbing to the fourth position in the last quarter.
Interestingly, Samsung, anticipating the Galaxy S24 series launch, witnessed a sales decline in Q4 2023, emphasizing the dynamic nature of the smartphone market. The imminent release of the Galaxy Flip 6 and Galaxy Fold 6 adds intrigue to Samsung’s comeback strategy.
The global smartphone market experienced a 3.2% volume reduction in 2023, reaching 1.17 billion devices, the lowest in a decade. However, a resurgence in Q4 2023, with an 8.5% growth in shipments, kindles hope for a market revival in 2024.
IDC’s report highlights the resurgence of lower-tier Android players, including Transsion and Xiaomi, driven by demand in emerging markets. The return of Huawei in China, the burgeoning foldable smartphone segment, and the prominence of AI discussions underscore the evolving dynamics of the smartphone industry.
As Huawei makes a strong comeback, and brands like OnePlus, Honor, and Google intensify competition in the mid-high price range, the smartphone market braces for transformative times with AI and sophisticated devices at the forefront. Ryan Reith, IDC Worldwide Mobility and Consumer Device Trackers Group Vice President, anticipates an exciting era for the smartphone industry.