In the fourth quarter of 2023, Apple regained its status as the world’s leading smartphone vendor, capturing 24% of total shipments, according to research firm Canalys. This marked a pivotal moment as Apple also secured the top position for the entire year, surpassing Samsung in annual sales for the first time. Notably, Q4 2023 saw a notable turnaround with positive growth after seven consecutive quarters of decline in the smartphone market. Smartphone shipments reached 320 million units during this quarter, reflecting an 8% increase compared to Q4 2022.
Canalys projected a total of 1.1 billion smartphone shipments for 2023, indicating a 4% decrease from the previous year.
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Apple’s dominance during Q4 2023 was attributed to robust demand for its iPhone 15 series, allowing the company to secure a commanding 24% share of all shipments. Samsung, with a 17% market share, held the second position and experienced a reduction in its presence in the low-end segment.
Xiaomi claimed the third spot with a 13% share, while Transsion continued its upward trajectory, becoming the fourth-largest smartphone vendor with a 9% share. Vivo rounded out the top five, commanding a 7% share. Analysts at Canalys attributed the resurgence in demand to vibrant markets in the Middle East, Africa, Asia Pacific, and Latin America, where low and midrange devices played a crucial role as primary drivers of growth.
Looking ahead, Canalys anticipates that high-end devices launched in 2024 will heavily focus on on-device AI, with major players aiming to capture a larger share of market demand.
