Apple overtook Samsung to become the top global smartphone maker in 2023, according to preliminary data from market research firm IDC. If the data holds up, it will be the first time that Samsung hasn’t held the top spot in 13 years. The last time Samsung wasn’t the top smartphone manufacturer was back in 2013 when Nokia held the top spot and Apple’s iPhone didn’t even rank in the top five.
IDC’s analysis is based on the market share of global smartphone shipments during the year. The report says Apple held a 20.1% market share, while Samsung held onto 19.4% of the market.
Apple increased shipments from 226.3 million units to 234.6 million units, making it the only company in the top three to achieve positive growth year-on-year.
“While we saw some strong growth from low-end Android players like Transsion and Xiaomi in the second half of 2023, stemming from rapid growth in emerging markets, the biggest winner is clearly Apple,” said Nabila Popal, research director with IDC’s Worldwide Tracker team. “Not only is Apple the only player in the Top 3 to show positive growth annually, but also bags the number 1 spot annually for the first time ever. All this despite facing increased regulatory challenges and renewed competition from Huawei in China, its largest market.”
Overall, the smartphone market declined by 3.2% to 1.17 billion units shipped across the year, however, a sales surge in late 2023 indicates a possible recovery for the smartphone market in 2023.
Apple had strong sales of its iPhone 14 during the year, and the diversification of the Android market is also said to have contributed to Samsung’s fall from the peak. Other reasons include Huawei’s resurgence in China, while other brands like Google and OnePlus launched devices in the high-end market.
Samsung’s drop in rank is interpreted as only partly down to strong sales of Apple’s iPhone 14 models and the company’s debut of the iPhone 15 series, while diversification in the Android market is also said to be a factor. Other impacting variables are said to include Huawei’s resurgence in China, and brands like OnePlus, Honor, Google, and others launching competitive devices in the lower price range of the high-end market.
