Global smartphone market Q4 2023: Apple surpasses Samsung, Xiaomi and Huawei perform well

Market research organization Counterpoint Research recently released a global smartphone market monitoring report for the fourth quarter of 2023. Data show that global smartphone shipments in the quarter reached 323.2 million units, a year-on-year increase of 7% and a month-on-month increase of 8%. This data shows that the smartphone market continues to grow, showing continued consumer demand for smartphones.

Under this growth trend, Apple’s performance is particularly eye-catching. According to report data, Apple's shipments increased by 2% year-on-year in the fourth quarter of 2023, occupying 23% of the global market share, successfully surpassing Samsung, and topped the list of global mobile phone shipments. Samsung, on the other hand, suffered a 9% year-on-year decline. Not only did it fail to withstand Apple's offensive in the high-end market, it also lost to Chinese OEMs such as Xiaomi in the mid-range market, and was even surpassed by Transsion in the entry-level market. . Nonetheless, from a full-year perspective, Samsung remains firmly on top as the world's top smartphone manufacturer.

According to the editor’s understanding, in terms of regional performance, the Middle East and Africa have seen the most significant growth in annual mobile phone shipments, while the European market has experienced a larger decline. In the Asian mobile phone market, competition among major brands is particularly fierce. Apple leads the way with 18% market share, followed by Xiaomi, vivo and OPPO, which occupy 14%, 14% and 13% of the market share respectively. Samsung has a 10% share of the Asian market, while Huawei has a 7% market share.

Among the top five smartphone brands, Xiaomi’s performance is particularly eye-catching. Thanks to the best-selling of its digital series, Xiaomi's shipments increased by 23% year-on-year in the fourth quarter of 2023, reaching 40.7 million units, making it the fastest-growing brand. At the same time, Honor also achieved a healthy year-on-year growth of 27%. Huawei, with its Mate released last year, 60 and other series of mobile phones have achieved triple-digit leapfrog growth, becoming the only brand among the top ten OEMs to achieve this feat.

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