Apple ties with Samsung in 2023 and smartphone market drops 4%

2024-02-02 18:44:00

The global smartphone market recorded 8% year-on-year growth in the fourth quarter of 2023, reaching 319.5 million units, indicating signs of stabilization and recovery, according to research by Canalys. Considering the entire year 2023, 1.14 billion units were shipped, representing a 4% drop compared to 2022, but with signs of stabilization.

A Apple took the top spot for the first time with a 20% market share and 229.2 million shipments in 2023 (and 24% in the last quarter of the year). The number is slightly higher than Samsung, which came soon following, in second place, tying with a total share of 20%, with 225.4 million units (in the last quarter, however, it represented 17% of this market).

Xiaomi has consolidated itself in third place, with a market share of 13% and shipments totaling 146.4 million units.

The recovery in emerging markets fueled a resurgence in the second half of 2023, reducing the decline. Latin America, Africa and the Middle East showed strong recovery momentum from the third quarter of 2023. While macroeconomic conditions improved in the Asia-Pacific region, consumer demand increased significantly towards the end of the year.

For 2024, emerging markets remain a strategic battleground for most smartphone manufacturers looking for growth. Despite the market decline, smartphone manufacturers recorded a significant improvement in profitability in 2023 by being cautious in business operations, optimizing expenses and focusing on key markets.

Investing in artificial intelligence in the high-quality segment and expanding shipments in medium and low-cost segments will, according to Canalys, be strategic directions for smartphone manufacturers in 2024.

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