The global smartphone market showed signs of recovery in 2023, declining by only 4% compared to the sharp drops seen in previous years. According to Canalys research, global shipments reached 1.14 billion units for the full year, with Q4 2023 showing 8% year-on-year growth at 319.2 million units. Apple emerged as the leader in annual shipments for the first time, capturing a 20% market share, while Samsung closely followed, also with a 20% share.
Key Market Trends and Vendor Highlights
Apple Claims the Top Spot
Apple shipped 229.1 million units in 2023, marking its first time at the top of the global market. The success of the iPhone 15 Pro series, featuring advanced AI capabilities, a titanium frame, and USB-C connectivity, contributed significantly to Apple’s performance. Despite minor declines compared to 2022, Apple’s strategic focus on high-end devices and ecosystem integration has secured its position as a premium leader.
Samsung Focuses on Profitability
Samsung shipped 225.5 million units in 2023, maintaining its strong market presence with devices like the Galaxy S23 Ultra and Galaxy A54 5G. However, Samsung’s shipments declined by 13% year-on-year due to ongoing macroeconomic challenges. Its strategy to enhance profitability through premium offerings, including its foldable phones and flagship Galaxy S series, has helped offset weaker demand in other segments.
Xiaomi and TRANSSION Make Gains
Xiaomi retained third place with 146.1 million units shipped, while TRANSSION brands (Tecno, Infinix, and iTel) grew by a remarkable 27% to 92.6 million units, driven by strong demand in emerging markets. Both vendors focused on affordable 5G-enabled devices to capture the mass-market segment, particularly in Latin America, Africa, and the Middle East.
Challenges for Oppo and Vivo
Oppo and Vivo struggled to maintain their positions, shipping 100.7 million and 92.6 million units respectively. Intense competition in their home market, combined with reduced channel investments globally, hindered their growth. Analysts suggest these brands will need to diversify and focus on operational efficiency in 2024.
The Smartphone Landscape in Australia
In Australia, demand for premium devices remained robust, with the iPhone 15 Pro series and Samsung Galaxy S23 Ultra dominating the high-end segment. Meanwhile, mid-range and budget devices like the Nothing Phone (2) and Motorola Moto G13 gained popularity among price-conscious consumers.
Notable Smartphone Releases in 2023
Premium Smartphones:
- Samsung Galaxy S23 Ultra ($1,949): Snapdragon 8 Gen 2 for Galaxy, 6.8-inch Dynamic AMOLED 2X display, Quad rear cameras (200MP main, 10MP telephoto, 10MP periscope telephoto, 12MP ultrawide), S Pen integration, and 100x Space Zoom.
- Apple iPhone 15 Pro ($1,899): Apple A17 Pro chip, 6.1-inch Super Retina XDR display, Triple rear cameras (48MP main, 12MP telephoto, 12MP ultrawide), and Titanium frame.
- Google Pixel 8 Pro ($1,449): Google Tensor G3, 6.7-inch LTPO OLED display, Triple rear cameras, and advanced AI photography features.
- OnePlus 11 ($1,399): Snapdragon 8 Gen 2, 6.7-inch Fluid AMOLED display, Hasselblad Camera for Mobile, and 100W fast charging.
Mid-Range Smartphones:
- Samsung Galaxy A54 5G ($699): Exynos 1380, 6.4-inch Super AMOLED display, Triple rear cameras, and a 5000mAh battery.
- Google Pixel 7a ($749): Tensor G2, 6.1-inch OLED display, Dual rear cameras, Wireless charging, and improved Night Sight.
- Nothing Phone (2) ($999): Snapdragon 8+ Gen 1, 6.7-inch OLED display, Glyph Interface v2.0, and transparent design.
Budget Smartphones:
- Samsung Galaxy A14 ($299): MediaTek Helio G80, 6.6-inch display, Triple rear cameras, and a 5000mAh battery.
- Motorola Moto G13 ($269): MediaTek Helio G85, 6.5-inch IPS LCD, Dolby Atmos audio, and a 5000mAh battery.
- Nokia G11 Plus ($249): Unisoc T606, 6.51-inch IPS LCD, Dual rear cameras, and long battery life.
Outlook for 2024
Emerging markets will remain the focus for growth as vendors seek to capture demand in Latin America, Africa, and the Middle East. Meanwhile, premium segments are expected to see further innovation, with AI integration becoming a key differentiator. As macroeconomic conditions improve and 5G adoption accelerates, the global smartphone market is poised for gradual recovery in the year ahead.