Canalys: Apple won the global smartphone market annual championship for the first time, with Q4 growth reaching 8%

According to the latest report released by Canalys, a global technology analysis organization, in the fourth quarter of 2023, the global smartphone market grew by 8%, reaching 320 million units. It ended seven consecutive quarters of decline.

After the launch of the new iPhone, Apple led the world with a 24% market share in the fourth quarter. Samsung ranks second with 17% market share. Xiaomi is firmly in third place, with year-on-year growth of more than 20% in the fourth quarter.

Thanks to the recovery of emerging markets, Transsion has been promoted to fourth place for the first time. Vivo rounds out the top five with a market share of 7%. For the full year of 2023, total global smartphone shipments were 1.1 billion units, a year-on-year decrease of 4%.

For the first time, Apple slightly surpassed Samsung and became the manufacturer with the highest shipments in 2023, but both have a market share of 20%. Xiaomi, OPPO and Transsion hold 13%, 9% and 8% market shares respectively.

Canalys senior analyst Toby Zhu said that mid- to low-end price products are the main driving force of this recovery wave, as well as Middle East and Africa, Asia Pacific and Demand rebounded in emerging markets such as Latin America.

Google Pixel and several Chinese manufacturers such as Honor, OPPO, vivo and Xiaomi have launched new Android flagship products that leverage the trend of device-side AI.

On the other hand, thanks to the continued solid demand in the high-end market, Apple has shown tenacious vitality in the past two years. The improved product positioning of the iPhone 15 series has pointed out the direction for Apple's future product strategy to cover a wider range of consumer groups.

However, while demand for high-end replacement phones has leveled off in other major markets such as North America and Europe, Huawei's re-emergence in mainland China and local competition will be a huge blow to Apple. continued growth poses a challenge.

In the new year, Apple must seek new market growth points and ecosystem advantages to reinvigorate the iPhone business.

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