Samsung’s unchallenged reign as the global smartphone market leader, spanning over a decade, has come to an end. Apple, as anticipated, seized the crown in 2023, surpassing Samsung’s longstanding dominance, according to a recent IDC report.
Apple’s ascendancy can be attributed to its steady growth in the premium segment, constituting over 20% of sales, a stronghold in the U.S. market, and innovative programs like resale, exchange, and leasing. In 2023, Apple shipped a staggering 234.6 million iPhones, securing a 20.1% market share, marking the first time Samsung slipped to second place. Samsung, shipping 226.6 million units, saw its share plummet to 19.4%, marking a notable 13.6% decline.
China’s Xiaomi claimed the third spot with 145.9 million smartphones, while Oppo and Transsion (owner of Tecno and Infinix brands) rounded out the top five. Notably, Samsung, gearing up for the Galaxy S24 series launch, experienced a sales dip in the last quarter of 2023, a unique setback among the top players.
Despite a 3.2% overall contraction in the global smartphone market in 2023, witnessing the worst result in a decade, the last quarter showed a promising 8.5% growth, sparking hopes for a revival in 2024. Lower-tier Android players like Transsion and Xiaomi demonstrated resilience, particularly in emerging markets. Huawei’s resurgence in China, the rise of foldable smartphones, and the growing influence of AI also contribute to the evolving dynamics of the smartphone market, making it a landscape to watch in the coming years.
As Ryan Reith, Group Vice President at IDC Worldwide Mobility and Consumer Device Trackers, puts it, “Overall, very interesting times await the smartphone market.” Apple’s ascent symbolizes not just a shift in rankings but heralds a new era in the fiercely competitive smartphone landscape.
