According to the latest research released by the TechInsights official account, in Q1 of 2023, global smartphone shipments will drop by 14% year-on-year to 269.1 million units. Samsung ranks first in the global smartphone market with a 22.5% market share; Apple ranks second with a 20.4% market share, which is the company’s highest first-quarter smartphone market share in the past decade; Xiaomi, OPPO (including OnePlus) ) and vivo remained in the top five.
Q1 global smartphone shipments & market share in 2023 (figures are rounded)
According to the report, Q1 Samsung smartphone shipments in 2023 will be 60.5 million units, with a market share of 22.5%. Very solid performance in terms of smartphone wholesale prices and operating profitability; Apple ranked second with 55 million units shipped and a 20.4% market share, Apple’s highest Q1 market share since 2013, with shipments It fell 3.5% year-on-year, but still outperformed the overall market. The iPhone performed well this quarter in emerging markets, especially India, while remaining weak in the U.S., China, and Japan.
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According to the analysis, Xiaomi’s smartphone shipments in Q1 in 2023 will be 30.5 million, ranking third with an 11.3% global market share, down from 12% a year ago. Xiaomi was affected by inventory adjustments and underperformed other major Chinese brands, with shipments down 22% year-on-year. Due to inventory adjustments and regulatory resistance, Xiaomi’s ranking in the Indian market fell to fourth place (behind Samsung, Vivo and OPPO (including OnePlus)); OPPO (OnePlus) ranked fourth, accounting for 10.3% of global smartphones Market share, OPPO (OnePlus) saw a 7% year-on-year decline in shipments in the quarter but outperformed the overall market, driven primarily by the OnePlus brand, driven by a streamlined brand strategy and refreshed product portfolio , achieved strong growth in the Chinese market. Together, these two brands will also occupy the top spot in the Chinese smartphone market in Q1 2023; vivo will rank fifth with a 7.9% global smartphone market share in Q1 2023, as 4G and 5G competition in China and other markets Intensified, vivo smartphone shipments fell 16% year-on-year, losing ground in most markets.
It is learned from the report that in addition to the top five, the global competition among other major smartphone brands will be very fierce in Q1 of 2023. Transsion, Honor, Lenovo-Motorola, Realme and Huawei rounded out the top 10, but the results for the quarter were mixed. Transsion maintained its sixth position, achieving healthy growth in Central and Eastern Europe and Central and Latin America, but overall smartphone shipments experienced double-digit annual declines for three consecutive quarters; Honor’s development also suffered a slowdown, due to the 2023 Q1 Chinese market. It has experienced an annual decline, while overseas shipments have begun to increase in recent months; Lenovo-Motorola surpassed Realme with a 4% market share in the quarter and jumped to eighth place. However, due to the slow product release cycle, it experienced a sharp decline in the US market; Realme fell to ninth place, with a double-digit annual decline, losing market share in most regions; Huawei remained in the top ten, and its smartphones this quarter Shipments fell 13% year-on-year, and the outlook for the company remains uncertain given the rumored extension of US sanctions on 4G, WiFi, and AI-related chipsets and technologies. Among the top ten brands, there are 8 Chinese brands, but the combined shipments of all these Chinese brands fell by 16%, lagging behind the overall market. But compared with the previous quarter, the situation has improved, suggesting that the market may recover in the second half of this year.
TechInsights predicts that global smartphone shipments will continue to decline, with a year-on-year decline of 3% in 2023, with a modest rebound expected in the third quarter and double-digit growth in the Christmas holiday season. Samsung and Apple will continue to maintain the top two positions. Chinese brands need to stabilize their performance in the Chinese market and explore new growth engines to reverse the downward trend.
