Apple and Samsung are on top of a declining smartphone market in early 2023

Stay-in-place strategies are considered popular this year

We may have written a slew of offers for the best Android phones last year, but that hasn’t changed the fact that these phones have fallen out of reach for many potential buyers. We’ve all had to endure this seesaw of a global economy with chip shortages one day and intensified inflation the next. Smartphone makers walk with consumers: While the market showed signs of growth, global revenues saw a 3% year-over-year decline in Q3 2022. Now we’re learning that the slope is steepening. is heightened for the holiday season.


Research firm Canalys found that global smartphone shipments fell 17% year-on-year in the fourth quarter of 2022, contributing strongly to an 11% decline in full-year shipments.

Just as manufacturers overcame major supply-side challenges, the decline in demand for midrange and low-end phones has only accelerated. The premium sector, which has shown resilience so far, is also showing some weakness.

In terms of market share, Apple was the top performer in the quarter with a 25% share of the pie – the highest Canalys has recorded to date – compared to 20% for Samsung. However, Samsung remained the top OEM for 2022 with 22% of shipments, an improvement of two percentage points from the previous year.

Xiaomi, Oppo, and vivo close out the top five manufacturers by market share for both the quarter and the year in that order.

Looking ahead, Canalys analyst Le Xuan Chiew predicts smaller games with manufacturers keen to retain market share.

“While inflationary pressures will gradually ease, the effects of interest rate hikes, economic downturns and an increasingly troubled labor market will limit market potential,” Chiew said. , such as Western Europe and North America.”

On the other hand, Southeast Asia could see a bigger recovery later this year as China ends its zero COVID policy and opens up its economy.