It's a significant shift in the dynamics of the global smartphone market: Apple has overtaken Samsung as the top smartphone vendor for the first time since 2010, according to preliminary data from the annual report of the consultancy International Data Corporation (IDC). The global smartphone market saw a 3.2% decline in sales in 2023, reaching 1.170 billion units, the lowest annual volume in a decade. According to data from the consultancy, Apple achieved a market share of 20.%, with more than 234 million phones sold (its share last year was 18.8%), while Samsung sold 226.6 million units and has a share of 19.4%. In 2022, Samsung was the leader, with 21.7%, which is a drop of more than 13% in its sales. Xiaomi, OPPO, and Transsion rank third, fourth, and fifth, respectively, although 31% of the market's sales are taken by other vendors.
Nabila Popal, research director on IDC's Worldwide Tracker team, explains: "Although low-end Android players like Transsion and Xiaomi showed solid growth in the second half of 2023, Apple emerged as the clear winner. Not only did it exhibit positive year-on-year growth, but it also secured the top spot for the first time, an achievement achieved despite regulatory challenges and intensified competition from Huawei in China." Popal attributed the continued success to the growing trend of premium devices, which now make up more than 20% of the market, and highlighted strategic initiatives such as interest-free financing plans, as key factors driving the adoption of those premium devices.
IDC also highlights that brands such as Huawei, OnePlus, Honor, Google, and others are making significant strides in the Android world, especially in the lower price range of high-end devices. The consultancy expects a notable market recovery in 2024, supported by strong growth in the second half of 2023. The fourth quarter (4Q23) alone saw growth of 8.5%, with 326.1 million sales, exceeding the forecast growth of 7.3%. The rise of foldable phones and growing discussions about artificial intelligence capabilities in smartphones will give a boost to the market, according to the consultancy. "The overall shift in ranking at the top of the market further highlights the intensity of competition within the smartphone market," said Ryan Reith, vice president at IDC. "This business is heading into a very exciting time, with diverse players and innovative features shaping the future of consumer electronics."
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