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Infographic: Q4-2023 | Smartphones | Mobile Market Monitor

Our Q4 2023 Market Monitor report has been published. We release one infographic each quarter to summarize the global smartphone market activities in a single page.

Some quick observations on the smartphone market:

  • The global smartphone market grew by 7% YoY and by 8% QoQ in Q4 2023 to reach 323.2 million units.
  • Apple grew by 2% YoY, overtaking Samsung for the top spot in Q4 2023.
  • Samsung, meanwhile, declined by 9% YoY, losing share to Apple in the premium segment, to Chinese OEMs such as Xiaomi in the mid-tier segment and to Transsion brands in the entry-level segment.
  • Samsung, nevertheless, retained its position as the world’s top smartphone player in annual terms.
  • Among the top five smartphone brands, Xiaomi grew the most in Q4 2023 at 23% YoY to reach 40.7 million units.
  • HONOR experienced a healthy double-digit growth of 27% YoY, whereas Huawei grew in triple-digits, the only top-10 OEM to do so.
  • In terms of regional performance, the Middle East and Africa (MEA) exhibited the highest annual shipment growth while Europe experienced the highest decline.

Counterpoint Smartphone Infographic - Q4 2023

Use the button below to download the high resolution PDF of the infographic:

Indonesia’s 2023 Smartphone Shipments Down 6%

  • Indonesia’s smartphone shipments fell 1% YoY in H2 2023 compared with a 10% decline in H1 2023.
  • High-end ($400-$600) and premium (>$600) segments rose 13% and 11%, respectively, in H2 2023.
  • Xiaomi increased by 2% YoY driven by strong growth in H2 2023.
  • Transsion continued to strengthen in 2023, increasing by 34% YoY.
  • 5G smartphone shipments grew 10% YoY in 2023.

Jakarta, London, San Diego, New Delhi, Beijing, Buenos Aires, Seoul, Hong Kong – February 27, 2024

Indonesia’s smartphone shipments decreased 6% YoY in full-year 2023, according to Counterpoint’s Monthly Indonesia Smartphone Tracker. This was a smaller decline than the 10% fall in H1 2023 as smartphone OEMs seized more opportunities during the festive shopping season in H2 2023. During the period, there was an increase in demand for smartphones due to price promotion/bundling programs, offline retail coverage expansion and new launches featuring improved specifications and the latest technology to replace older models.

Indonesia Smartphone Shipments Market Share, 2023 vs 2022
Source: Counterpoint Monthly Indonesia Tracker, 2023

The high-end ($400-$600) segment grew 13% in H2 2023 helped by the launch of the OPPO Reno10 series, which was introduced to replace the Reno8 T. Other OEMs also kept pace with their smartphone launches, including the Xiaomi 13T, vivo V29 and realme 11 Pro Plus. The premium (>$600) segment grew 11% partly due to the new launch of the Apple iPhone 15, Samsung Galaxy Z Flip5/Fold5 series and OPPO Reno10 Pro Plus.

Overall, Xiaomi grew 2% in 2023 largely driven by a 22% YoY rise in its entry-level (<$200) segment in H2 2023. Xiaomi carried out intensive online channel promotions at its Mi store and e-commerce partners in Q3 and Q4 2023.

Transsion Group’s market share grew 34% YoY in 2023 to reach 14% in 2023. Although Infinix still held a bigger share of the group, TECNO and itel witnessed sharp growth. The Transsion brands’ competitiveness was focused on improved specifications at affordable prices. Transsion Group’s partnership with game developer Garena International, best known for its mobile game FreeFire, played a vital role in boosting brand attractiveness.

Although e-commerce platforms like Shopee, Tokopedia, Blibli, and Akulaku were the most accessible channels for online smartphone purchases, offline stores expanded. In 2023, smartphone OEMs expanded their offline retail coverage by opening their official stores in more shopping malls or semi-urban cities and partnering with multi-brand chain stores such as Erajaya. Consumers were attracted to official offline stores due to in-store services such as store atmosphere, support from brand promoters, various payment terms, store promotions and bundling programs.

5G smartphone shipments continued to increase, rising 10% YoY in 2023, with strong performances in the entry-level (<$200) and mid-range ($200-$400) segments. This was despite the slow adoption of 5G in consumer segments due to limitations on the frequency available. Instead, mobile operators continued improving their 4G and expanded their Fixed Mobile Convergence (FMC) services. Meanwhile, the regulator has been encouraging cellular operators to consolidate to achieve market efficiency and open opportunities to obtain sufficient frequency spectrum to deploy 5G technology. The latest initiative was the discourse on the merger of Smartfren and XL Axiata.

OEMs continued to improve smartphone specifications to compete in the market and provide a better user experience. Top chipset makers like MediaTek and Qualcomm grew the 5G chipset which accounted for 39% and 38%, respectively, in 2023. Also, OLED-type display technology grew 68% YoY in 2023 in entry-level (<$200) smartphones. OEMs were looking for partnerships with other technology OEMs to bring the latest technology to their smartphones, one of which is a partnership in improving sound quality. Dolby technologies for mobile such as Dolby Atmos and Dolby Vision grew significantly in 2023. Dolby’s partnerships with several OEMs to enhance smartphone audio with Dolby Atmos are already available across smartphone segments. Likewise, the Dolby Vision feature, which provides improved imaging, was available on premium smartphones.

Outlook

Commenting on the market outlook, Senior Analyst Febriman Abdillah said, “Indonesia’s macroeconomic situation could face high uncertainty in 2024 due to the state of domestic politics along with domestic and global economic tensions. If favorable political conditions prevail through 2024 along with stable macroeconomic growth, Indonesia’s smartphone market is expected to do well, assuming continued digital transformation and optimization of the 4G network in the wider area. We also hope to see continued improvements in smartphone specifications with the latest technology embedded in the upcoming smartphones.”

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

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Apple Dazzles in Thailand With a 26% YoY Growth in 2023

  • Thailand’s Smartphone market up 2% YoY in 2023 due to improved consumer sentiment towards year-end.
  • The <$200 budget segment grew by 17% YoY in 2023 while all other price ranges showed a decline.
  • Samsung led the smartphone market with a 21% market share, but the overall brand shipments were down 4%.
  • 5G smartphones witnessed a 139% increase in the <$200 segment.

Jakarta, Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – February 27, 2024

Thailand’s smartphone market inched up 2% YoY in 2023, according to Counterpoint Research’s Southeast Asia Monthly Smartphone Tracker. While other SEA markets declined, Thailand was the only one to see marginal growth in a harsh 2023 market as it was helped by the strong performance of the budget segment.

Commenting on the country’s economic situation, Senior Analyst Glen Cardoza said, “The budget segment (<$200) smartphones showed a remarkable improvement in the Thai market and the overall bleak economic situation was a driving factor. The initial political uncertainty in Thailand and a consistently subdued economy discouraged consumers from making big spends. However, this changed as the labour market began showing signs of recovery and average wages increased, giving consumers a respite. This, in turn, contributed towards increasing demand for smartphones, especially among price-conscious consumers.”

Thailand Smartphone Shipments Market Share, 2023 vs 2022
Source: Counterpoint Research Southeast Asia Monthly Smartphone Tracker, February 2024

Samsung led the Thailand smartphone market with a 21% market share. However, its shipments declined by 4% YoY in 2023. The brand’s focus on mid- to high-end smartphones cost them some share in the budget segment. Chinese players like Xiaomi, OPPO, vivo, and realme have all shown single-digit growth due to their focus on the promising <$200 budget segment.

However, Apple enjoyed the biggest growth in volumes, rising 26% YoY, despite belonging to the premium category. Operators saw strong demand for iPhones throughout the year with volumes rising further following the launch of the 15 series.

Smartphones across price ranges fared differently as well. The <$200 budget segment grew by 17% YoY in 2023 while all other price ranges registered a decline. Compared to other countries in the region, Thailand has been showing more receptiveness towards 5G smartphones in the budget segment.

Commenting on 5G and Apple’s success in Thailand, Cardoza said, “5G share was affected due to lower shipments of mid- to high-end smartphones but 5G smartphones witnessed a 139% increase in the <$200 segment in 2023. This jump can be attributed to the ease with which consumers can get 5G and how affordable prepaid and postpaid 5G plans can be in Thailand. Operators are also seeing an uptick in trade-ins and package deals especially for Apple iPhones. The iPhone 14 and 15 series sold well through operators like AIS and TRUE in 2023.”

Cardoza added, “As the economy further improves, consumers across price tiers will look to upgrade and 5G smartphone shipments in Thailand will increase further. The <$200 segment will be the key here as these smartphones will sell more than any other segment.”

Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

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Colombia’s Smartphone Shipments Down 8.4% YoY in Worst Fourth Quarter Since 2020

  • Q4 2023 smartphone shipments in Colombia decreased 8.4% YoY. The previous lowest Q4 was in 2020.
  • Samsung remained the market leader despite having shipped less than half of the volume seen a year ago. The brand held a 21% market share in Q4 2023.
  • Xiaomi was closer to the leader than ever. It grew 74% YoY in Q4 to sit firmly in the second spot with a 20% market share.
  • HONOR rose 225% YoY in Q4 2023 to reach its highest shipment volume ever. For 2023, it achieved a 6% market share.

Bogota, Beijing, Boston, Buenos Aires, Hong Kong, London, New Delhi, San Diego, Seoul – February 27, 2024

Colombia’s smartphone shipments declined 8.4% YoY in Q4 2023 and 19% YoY in 2023 to reach the worst Q4 and annual volumes since 2020, according to the latest research from Counterpoint’s Market Monitor. Some Chinese OEMs are gaining market share in the country, especially HONOR and OPPO. Besides, Motorola gained 100 basis points YoY, while Apple gained 200 basis points YoY.

Commenting on the market dynamics, Senior Research Analyst Tina Lu said, “Colombia was hit hard by macroeconomic turbulence and its economy grew half of what was expected, with the GDP only 0.6% higher in 2023. On a positive note, inflation closed the year in single digits. However, there are potential upside risks for 2024, like El Nino and the rise in fuel prices. Despite the economic struggle, demand is slightly resilient as some OEMs continue to increase promotions. Also, the 5G spectrum auction that occurred in December can become a driver for the market as customers want to experience the new technology. Colombia’s 5G penetration currently stands at 11%.”

Colombia Smartphone Market Shipments Share, 2023 vs 2022
Source: Counterpoint Research Q4 2023 Market Monitor
Note: Numbers may not add to 100% due to rounding

Commenting on OEM performance, Research Analyst Andres Silva said, “Samsung suffered the most in the low-end segment in 2023. Consequently, its promotional activities were focused on other devices like the Galaxy A34 and Galaxy A24, both from the price band just above the low-end segment. Xiaomi doubled its market share to 20% in Q4 driven by a strategy under which its most promoted device in the open market was the Redmi Note 12, while in carriers it was the Redmi 10C. HONOR jumped 225% YoY by focusing on the marketing of its smartphones through sponsorship of events where the attendees are younger and more tech-savvy. HONOR’s market share of 7% put the brand in the fourth spot in Q4. But for the full year, OPPO took the fourth spot despite HONOR showing 2x growth.”

 

Colombia Smartphone Market Shipments Share, Q4 2023 vs Q4 2022
Source: Counterpoint Research Q4 2023 Market Monitor
Note: Numbers may not add to 100% due to rounding

Other brand insights

  • Motorola shipped 10% less on a yearly basis. However, the brand increased its share in Q4 2023 to 18% following its focus on mid-level LTE devices.
  • Apple’s annual volume was the highest ever after a 28% YoY growth. The iPhone 13 series was the main focus of Apple’s promotions even as the iPhone 11 grabbed the biggest share of the brand’s shipments.
  • OPPO grew 10% YoY in Q4, with the Reno7 persisting as its growth driver after a price cut.

Looking at 2024, Counterpoint expects a single-digit increase in smartphone TAM. Chinese brands will continue their quest to increase market share. As a result, incumbents like Motorola and Samsung will come under extra pressure in the market.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the technology, media and telecom (TMT) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

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MEA Smartphone Shipments Surge 30% YoY in Q4 2023; TECNO Surpasses Samsung for First Time

  • MEA smartphone shipments increased 30% YoY and 9% QoQ in Q4 2023.
  • 2023 shipments increased 11% YoY, reflecting growing market demand and improving consumer sentiment.
  • 5G shipments during the quarter grew 60% YoY, driven by Samsung and Apple.
  • TECNO grew 77% YoY in Q4, surpassing Samsung to lead the market for the first time.
  • Xiaomi and HONOR were the biggest YoY gainers in Q4 2023 due to multiple new launches at different price points.

London, Beijing, Boston, Buenos Aires, Fort Collins, Hong Kong, New Delhi, Seoul – February 26, 2024

Smartphone shipments in the Middle East and Africa (MEA) region increased 30% YoY and 9% QoQ in Q4 2023, according to the latest research from Counterpoint’s Market Monitor Service. Globally, MEA was the region showing the highest YoY growth during the quarter, driven by improving economic conditions and rebounding consumer demand.

For the full year of 2023, the shipments grew 11% YoY as consumer sentiment steadily improved through the year with decreasing inflation and stabilizing local currencies. Vendors, which were sitting on high levels of inventory, returned to a more manageable footing after successfully executing multiple sales events and hefty discounts during the year.

Commenting on the market’s dynamics, Senior Analyst Yang Wang said, “MEA experienced remarkable growth, outpacing other regions due to the strong momentum since Q2 2023, as economies steadily recovered. The popularity of smartphones, proliferation of digital services like mobile money and social media, big infrastructure projects, and the expansion of services sectors also proved to be key catalysts, disproportionately benefitting lower-income groups.”

Notably, 5G smartphone penetration has been rapidly increasing over the past few years. In the MEA region, 5G shipments grew 60% YoY in Q4 2023, largely due to broader availability and declining component prices, narrowing the price gap between 4G and 5G chipsets. Many OEMs aggressively introduced 5G technology in lower-price tiers, recognizing this as a significant growth opportunity and enabling consumers to access future-ready devices at more affordable prices.

MEA Smartphone Market Shipments Share by Key OEM, Q4 2023 vs Q4 2022

During the quarter, TECNO saw 77% YoY growth, overtaking Samsung to secure the number-one spot in the MEA market for the very first time. This lead was mainly driven by the <$150 price band, which grew by 68% YoY for TECNO, with models like the TECNO Pop 7 and Camon 20 Pro receiving good response from consumers.

Apple further solidified its position in the top five, growing 26% YoY. This success was mainly due to the popularity of its latest iPhone 15 series in addition to its older series, driven by promotional offers and increased financing options. Moreover, Apple has begun establishing distribution channels in key markets like South Africa, Nigeria and Kenya, forging partnerships with operators and key distributors to expand its reach.

Commenting on the premiumization trend in the MEA region, Wang further added, “Premiumization has significantly favored OEMs such as Apple and Samsung. Being an aspirational brand for many in the region, iPhone has become a status symbol across MEA countries. Samsung also enjoyed notable success in Q4 2023 with the launch of the Galaxy Z Flip 5 and Z Fold 5, resulting in a 51% YoY jump in its sales in the >$600 range.”

MEA Smartphone Market Shipment Share by Key OEM, 2023 vs 2022

Transsion Group solidified its status as the region’s dominant OEM, capturing over 36% share in Q4 2023 and 32% during the entire year. Strong marketing campaigns and higher specifications in the affordable segment extended the company’s lead in the region.

Xiaomi grew 49% YoY mainly due to widening product availability and geographic reach. The Redmi 12 series has been particularly successful. HONOR and Motorola grew 426% YoY and 68% YoY, respectively, in the region, driven by their product portfolios’ expansion to cover various price points, particularly in the sub-$200 range.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

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Europe Smartphone Shipments Down 3% YoY in Q4 2023, Signs of Recovery Ahead

  • European smartphone market contracts by only 3% YoY in Q4 2023, marking the first single-digit shipment decline since Q4 2021.
  • OPPO and vivo’s 5G patent agreement with Nokia should kickstart a recovery for the vendors, although both have lost a lot of ground.
  • Xiaomi registers highest Q4 shipments in Central and Eastern Europe since 2015.

London, New Delhi, Jakarta, Boston, Toronto, Beijing, Taipei, Seoul – February 26, 2023

­Europe’s smartphone shipments declined 3% YoY in Q4 2023, according to the latest report from Counterpoint Research’s Market Monitor Service. This was much less severe than the 24% YoY drop registered in Q4 2022 and also marks the fourth consecutive quarter where YoY shipment declines improved from the preceding quarter, suggesting that the European market, which has been in a slump since Q1 2022, may finally have bottomed out. The Q4 2023 results were underpinned by improving macroeconomic conditions and successful new launches, including a delayed debut of the iPhone 15, which limited the decline in the region.

Europe Smartphone Shipments, Q4 2022 - Q4 2023

Commenting on the market dynamics, Research Analyst Harshit Rastogi said, “The worst seems to be over for Europe’s smartphone market as it registered a single-digit rate of decline for the first time since Q4 2021. Although Western Europe declined by 5% YoY, Central and Eastern Europe rose 2% YoY during the quarter. Some countries are recovering from their lowest-ever quarterly shipments, including key markets like the UK and Russia, which grew 6% YoY each.”

Commenting on the outlook, Associate Director Jan Stryjak said, “While 2023 was another difficult year for the European smartphone market, the annual contraction improved slightly from -17% to -12%. The region is expected to experience some relief in 2024 driven by Samsung’s early refresh for the A series along with the new S series which boasts impressive GenAI capabilities. Additionally, OPPO and vivo’s patent agreement with Nokia should bring further aid to the floundering market. Google and HONOR are also likely to increase their shipments in the region, especially in Western Europe, as consumers increasingly choose premium devices.”

Europe Smartphone Shipments by Brand, Q4 2022 - Q4 2023

Market Summary:

  • Samsung declined by 10% YoY and recorded its lowest Q4 shipments since 2015. Promotional offers for the S23 series helped mitigate the decline in the premium market while the A series maintained its share in the lower and mid segments.
  • Apple registered a record-high Q4 market share in the region despite recording its lowest Q4 shipment volume since 2015. A warm reception for the iPhone 15 series and continued demand for the iPhone 14 helped limit its decline to just 1% YoY in Q4 2023.
  • Xiaomi was one of the few major OEMs to grow in Q4 2023, with shipments driven by its Redmi series targeting the mid-price bands and taking some share from Samsung. It gained further ground in Central and Eastern Europe helped by strong Q4 shipments.
  • HONOR registered a 2% YoY growth in Europe overall, driven by Western Europe where its 31% YoY growth offset a 21% decline in Central and Eastern Europe. The brand has substantially widened its portfolio from that in Q4 2022, reflecting its growing ambition in the region.
  • OPPO’s troubles continued in the region resulting in a 59% YoY decline in Q4 2023. The brand signed a 5G patent with Nokia in early 2024, which should spark a recovery in the coming quarters. However, OPPO may have lost too much ground to the likes of HONOR and Google.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

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Cumulative 5G Smartphone Shipments Cross 2-Billion Mark

  • Nearly 70% of all 5G shipments came from developed smartphone markets.
  • Apple and Samsung were the top 5G smartphone brands, shipping over 1 billion 5G smartphones cumulatively.
  • The launch of the iPhone 12 series, the first 5G-capable iPhones, significantly accelerated 5G adoption.

Seoul, Beijing, Boston, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi – February 23, 2024

Global cumulative shipments of 5G smartphones surpassed 2 billion units in Q4 2023, according to Counterpoint Research’s Global Market Monitor Service. This milestone was achieved in less than five years, the shortest period when compared to previous technologies like 4G or 3G. It took 4G smartphones six years to reach this mark. Nearly 70% of all 5G shipments came from developed smartphone markets such as China, US and Western Europe. Apple and Samsung were the top 5G smartphone brands, shipping over 1 billion units cumulatively.

Smartphone brands have heavily promoted 5G capabilities and features while differentiating their offerings in a highly competitive market. The launch of the iPhone 12 series, the first 5G-capable iPhones, significantly accelerated 5G adoption, taking global 5G shipments to above 100 million units in a single quarter for the first time in Q4 2020. The momentum continued and the shipments hit a new record in Q4 2023, reaching 200 million units in a single quarter.

5G Smartphone Shipment Contribution by Country, 2023

The affordability and accessibility of 5G smartphones have improved due to the narrowing price gap between 5G and 4G chipsets, along with strategic component selection by OEMs to maintain the bill of materials (BOM) cost. Besides, chipset players such as MediaTek and Qualcomm have helped smartphone OEMs to offer affordable 5G phones by launching entry-level 5G chipsets. All this has allowed OEMs, especially Chinese brands, to offer a wider 5G smartphone portfolio, particularly in mid and mid-to-high segments. Even in markets where 5G networks are not fully operational, consumers opt for 5G smartphones to future-proof their investment.

Global 5G Smartphone Shipment Contribution by Price Band, 2023

Developed markets are nearing saturation, with the contribution of 5G smartphones to the total shipments crossing 80% in 2023 led by the premium segment. Therefore, major smartphone players are introducing 5G capability as a common feature in their mid-range devices while introducing it in affordable segments. Further, there is higher consumer awareness and demand for 5G as a feature in the developing world where telecom operators too are expanding 5G coverage. 5G smartphones are equipped with all the necessary elements to penetrate the affordable segments of emerging markets. Therefore, emerging markets like India and Southeast Asia will drive the momentum for the next billion of 5G smartphone shipments.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

press(at)counterpointresearch.com

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Global Smartphone Shipments Share – Last Eight Years of Winners & Losers

Analyze the quarterly data and market insights of the global smartphone market share to track the growth or decline of brands over the past eight years.

Counterpoint Quarterly

Smartphones Q4 2023

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Global Smartphone Shipments Share Last Eight Years of Winners & Losers

Published Date: Feb 20, 2023

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• The global smartphone market grew by 7% YoY to reach 323.2 million units in Q4 2023.
• Apple grew by 2% YoY, overtaking Samsung for the top spot in Q4 2023.
• Samsung, meanwhile, declined by 9% YoY losing share to Apple in the premium segment, to Chinese OEMs such as Xiaomi in the mid-tier segment and to Transsion brands in the entry-level.
• Samsung, nevertheless, retained the spot as the world's top smartphone player annually, shipping the most number of smartphones in 2023.
• Among the top five smartphone brands, Xiaomi grew the most by 23% YoY to 40.7 million units in Q4 2023.

Brand20162017201820192020202120222023
Samsung20%20%19%20%19%20%21%19%
Apple14%14%14%13%15%17%19%19%
Xiaomi4%6%8%8%11%14%12%12%
OPPO*6%8%8%9%9%11%10%9%
vivo5%6%7%8%8%9%8%8%
Others51%46%44%42%38%29%30%33%

*OPPO includes OnePlus since Q3 2021

Ranking is according to the latest quarter. A repository of annual data for global smartphone shipments share. Data on this page is updated every year.

This data is a part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry. For detailed insights on the data, please reach out to us at sales(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.

The global smartphone market share numbers are from:

MOBILE DEVICES MONITOR – Q4 2023 (Vendor Region Countries)

Excel File

Published Date: November 2023

This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

Recommended Reads:

US Smartphone Sales Fall 10% YoY in Jan to Reach Almost Half of 2017 Peak

  • Weak low-end Android sales impacted the overall US market’s growth.
  • Apple was the best performer among key OEMs but still saw YoY declines.
  • February could be stronger with Samsung’s Galaxy S24 launch likely to bring new competition.

San Diego, Boston, Fort Collins, Beijing, Buenos Aires, Hong Kong, London, New Delhi, Seoul – February 22, 2024

US smartphone sales declined 10% YoY in January, according to preliminary data from Counterpoint Research’s 2024 US Weekly Sell-through Tracker. This declining trend was mainly driven by the underperformance of low-end segments. The premium and ultra-premium segments performed better but overall upgrade rates remained tepid.

“Tough times in the volume-driven low end coupled with delayed upgrades in anticipation of new products drove the market lower,” said Senior Analyst Maurice Klaehne, adding, “But we are likely to see a rebound in February, especially as the Galaxy S24 series becomes available.”

Source: Counterpoint Research US Weekly Smartphone Tracker

Apple outperformed most brands with its iPhone continuing to gain share, though its sales were also down low single digits. “We continue to see strong promotions for the iPhone 15 series in postpaid, while there remains significant interest in older models like the iPhone 11 and iPhone 12 among cost-conscious consumers in prepaid. This combination is enabling Apple to maintain stability in a market experiencing double-digit declines,” observed Research Director Jeff Fieldhack, adding, “This is good for share gains and great for the iOS installed base.”

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

press(at)counterpointresearch.com

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