Apple Surpasses Samsung in Global Smartphone Shipments, Ending Samsung’s Decade-Long Streak: IDC Report

In a significant shift, Apple has taken the lead in global smartphone shipments for the first time since 2010, surpassing long-time rival Samsung, as revealed in a recent report by market research firm IDC. This change in dynamics is attributed to the growing popularity of Apple’s premium iPhone models and the strategic implementation of aggressive trade-in offers. Despite a challenging global macroeconomic environment and elevated inventory levels, the smartphone market experienced a 3.2 percent year-on-year (YoY) decline in shipments in 2023. However, the last quarter of the year witnessed an 8.5 percent YoY growth, hinting at a potential recovery in 2024.

According to IDC’s Worldwide Quarterly Mobile Phone Tracker, global smartphone shipments totaled 1.17 billion units in 2023. The last quarter alone accounted for 326.1 million shipments, marking the notable rebound. Among the top five smartphone brands, Xiaomi secured the third position, with other prominent Chinese players such as Oppo and Transsion Holdings rounding out the list.

Apple’s dominance in 2023 is evident in its 20.1 percent market share, shipping 234.6 million units, while Samsung trailed closely with 19.4 percent market share and 226.6 million units shipped. Xiaomi claimed the third spot, shipping 145.9 million units and securing a 12.5 percent market share. This shift in the global smartphone landscape underscores Apple’s resilient performance and strategic market positioning.

Oppo and Transsion came in fourth and fifth, respectively. Oppo shipped 103.1 million units and got an 8.8 percent market share, while Transsion shipped 94.9 million smartphones and received an 8.1 percent market share.

In the last quarter of 2023, Apple led the market with a 24.7 percent market share, followed by Samsung, Xiaomi, Transsion, and Vivo in the top five places. IDC notes that the last time Samsung was not on top of the smartphone market was 13 years ago in 2010. Apple’s performance is attributed to the increasing trend of premium devices and interest-free financing plans.

“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 IDC’s Worldwide Tracker team research director Nabila Popal. “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” he added.

Despite the decline in global smartphone shipments in 2023, the market is expected to recover in 2024, fueled by new launches and diversification of Android players. IDC’s Worldwide Mobility and Consumer Device Trackers Vice President Ryan Reith opined that the overall Android space is diversifying within itself. Huawei is making inroads quickly within China, and brands like OnePlus, Honor, Google, and others are launching competitive devices in the higher mid-range segment. Foldables and increased discussions around AI capabilities are gaining momentum indicating competitive market trends ahead.