MOBILE DEVICE OUTLOOK June 2023 Update (Model Level Forecast)

The global smartphone market declined by 14% YoY to reach 280.2 million units in Q1 2023. Samsung surpassed Apple as the leading smartphone player in Q1 2023, driven by the success of its mid-tier A Series and the recently launched S23 series. Apple experienced the least YoY shipment decline among the top five brands, resulting in its highest-ever Q1 market share of 21%. OnePlus emerged as the fastest-growing top 10 smartphone brand globally, significantly contributing to growth from China and India. Regarding regional performance, the Middle East and Africa (MEA) exhibited the only single-digit decline at 8%, although this was based on a relatively small market size. Europe saw the most significant reduction, with a 41% decrease, primarily driven by Russia and Central and Eastern Europe.

The 2023 smartphone market is expected to fall 2% YoY, reaching 1.2 billion units as macroeconomic headwinds and consumer weakness continue to pressure the tech sector. Despite some recent recovery in macroeconomic indicators, consumer sentiment on the smartphone sector is still weak. We believe, however, the challenging atmosphere will reverse from Q3 2023, and we see the YoY growth for the second half of the year.

In this report, we forecast the quarterly shipment of key smartphone models by major OEMs – Apple, Samsung, Huawei, Honor, Xiaomi, OPPO, Vivo, Oneplus, Motorola, Google, and Sony – until Q4 2024 and it focuses on giving a detailed view of flagship shipments globally.

Published Date: June 2023



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