In the fourth quarter of 2023, Apple reclaimed its status as the world’s leading smartphone vendor, securing a dominant 24% share of total shipments, according to research firm Canalys. This marked a significant shift, as it concluded the year as the top vendor, surpassing Samsung in annual sales for the first time. The achievement was largely attributed to robust demand for Apple’s iPhone 15 series.
The fourth quarter of 2023 witnessed a notable turning point in the smartphone market, registering positive growth after seven consecutive quarters of decline. Canalys reported a total of 320 million smartphone shipments during this period, indicating an 8% increase compared to the fourth quarter of 2022.
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Despite the overall growth in Q4 2023, Canalys projected a decrease in annual smartphone shipments for the entire year. The research firm anticipates 1.1 billion smartphone shipments for 2023, reflecting a 4% decline from the figures recorded in 2022.
During the last quarter of 2023, Apple’s strong performance was underlined by its commanding 24% share of all smartphone shipments. In contrast, Samsung secured the second spot with a 17% market share and experienced reduced presence in the low-end segment.
Xiaomi claimed the third position with a 13% share, while Transsion continued its upward trajectory, becoming the fourth-largest smartphone vendor with a 9% share. Vivo rounded out the top five, commanding a 7% share in the rankings.
Canalys analysts attribute the resurgence in demand to vibrant markets in the Middle East, Africa, Asia Pacific, and Latin America. Low and midrange devices played a pivotal role as primary drivers of growth during this period.
Looking ahead, Canalys anticipates that high-end devices launched in 2024 will heavily focus on on-device artificial intelligence (AI). Major players in the smartphone industry are expected to strive for a larger share of market demand by integrating advanced AI capabilities into their offerings.
