The mobile industry faced challenges in recent years, but as signs of recovery become more apparent, a new leader is emerging to dethrone Samsung. Notably, Apple has claimed its first annual global trophy, ending Samsung’s supremacy since 2011. This shift is a significant departure from the trend observed since 2010 when Nokia and BlackBerry’s manufacturer, Research in Motion, held the top positions.
The decisive victory for Apple occurred in the final quarter of 2023, where it outperformed Samsung with 80.5 million units to 53 million, securing a market share of 24.7 percent compared to Samsung’s 16.3 percent, as reported by the International Data Corporation. While Apple’s dominance during holiday seasons is common, its Q4 2023 lead over Samsung, Xiaomi, Transsion, and Vivo was remarkably substantial.
In contrast to Q4 2022, where Apple narrowly surpassed Samsung, the gap widened significantly in 2023. Apple’s success was not solely due to its own performance but was accentuated by Samsung’s decline, with Galaxy handset shipments decreasing by 13.6 percent. This caused Samsung’s market share to fall from 21.7 to 19.4 percent, while Apple’s rose from 18.8 to 20.1 percent, marking a pivotal change in the industry hierarchy.
The market outlook indicates a potential recovery, supported by an 8.5 percent increase in global smartphone shipments in Q4 2023 compared to the same period in the previous year. While the future remains uncertain, the report suggests optimism for the smartphone industry’s resurgence. Factors contributing to this optimism include Huawei’s resurgence in the Chinese market, strong sales of Apple’s iPhone 15 series, and the anticipated popularity of foldable devices. As the industry navigates the challenges ahead, exceeding the 2023 total of 1.17 billion unit shipments in 2024 seems plausible.
Behind Apple and Samsung, the trio of Xiaomi, Transsion, and Vivo, known for their affordable devices, showed positive results in the last quarter of 2023. However, only one of these brands improved its full-year figures compared to 2022, surprising many by being a brand less familiar to the public until now.
