In 2023, Apple surpassed Samsung as the world’s leading smartphone brand, according to market research firm IDC. Apple’s smartphone shipments reached 234.6 million, securing a 20.1% market share. In contrast, Samsung shipped 226.6 million Galaxy smartphones, holding a 19.4% market share. Despite a challenging year for the smartphone market, Apple experienced a 3.7% increase in shipments, driven by the success of the iPhone 15 series, featuring new screen designs and titanium models.
Samsung faced a 13.6% decline in shipments compared to 2022. However, the company strategically focused on high-end smartphones like the Galaxy S23, Galaxy Z Flip 5, and Galaxy Z Fold 5, contributing to a profitable performance in the smartphone business. Xiaomi secured the third position in the market with a 12.5% share, shipping over 146 million smartphones. Meanwhile, OPPO ranked fourth, experiencing a nearly 10% drop in shipments.
Transsion, the conglomerate owning smartphone brands Infinix, Itel, and Tecno, witnessed a significant 30.8% increase in shipments, reaching close to 95 million smartphones in 2023. IDC highlights the intensification of competition within the smartphone market and the diversification within the Android space. Huawei made notable inroads in China, while brands like OnePlus, Honor, and Google introduced competitive devices in the lower price range of the high-end market. The smartphone space is described as heading towards a particularly interesting time, with the emergence of foldables and increased discussions around AI capabilities gaining traction.