Apple has achieved remarkable success in the smartphone market in 2023, overtaking Samsung to become the global sales leader. According to market researcher IDC, Apple achieved global sales leadership in smartphones in 2023. This is the first time since 2010 that Apple has overtaken Samsung and the first time it has topped the global sales charts. Samsung's sales decline is believed to be due to multiple factors including the overall downturn in the chip industry, its exit from the Chinese market and the rise of local Chinese handset makers.
The top five global smartphone sellers in 2023 were, in order, Apple, Samsung, Xiaomi, OPPO and Transsion.For the year 2023, Apple shipped 234.6 million cell phones, with a 20.1% market share, while Samsung shipped 226.6 million units, with a 19.4% market share. Xiaomi ranked third in global shipments with 145.9 million units shipped, accounting for 12.5%. It was followed by OPPO and Transsion, with 103.1 million units shipped and 94.9 million units, 8.8 percent and 8.1 percent share, in that order.
According to a recent report by analysts at investment bank Jefferies, Apple's iPhone sales in China fell by 30% in early 2024. jefferies also predicted that Apple's iPhone sales in the Chinese market will decrease by 3% year-on-year in 2023. In addition, earlier this year, Barclays downgraded Apple's stock rating. Barclays predicted that Apple will face multiple challenges, including weak hardware sales. In addition, the bank also mentioned that Apple's service business may encounter stricter regulatory review challenges.
Apple's iPhone has shown resilience over the past two years thanks to solid demand in the high-end smart market. However, in other major markets such as North America and Europe, high-end replacement demand has leveled off, Huawei's re-emergence in mainland China and local competition will pose a challenge to Apple's continued growth.
Previously, in Huawei's cell phone "strategic retreat" more than two years, OV Rong Mi did not take over Huawei's cell phone high-end market, but rather Apple has eaten up most of Huawei's high-end cell phone market share. Now, Huawei returned to the competitive arena, the rapid rise.