Samsung Smartphones to Dominate 42 Countries in 2023 vs 46 in 2022

  • Samsung lost ground in six countries due to competition from Xiaomi, TECNO, realme, and Apple.
  • Samsung to capture the top spot in two new nations this year – India and Malaysia.
  • The brand increased market share in India with its multifaceted distribution strategy.

Samsung is projected to secure the leadership position in terms of market share in 42 countries in 2023, down from the 46 it dominated a year ago, according to Counterpoint Research’s Quarterly Market Monitor report. The current analysis, which includes a total of 74 nations, indicates that while Samsung is expected to concede its leading position in six countries, including the Philippines, it will concurrently regain the top spot in two nations, India and Malaysia. Expressly, Samsung will be losing first rank in four countries this year.

Number of Countries Where Samsung Holds Top Smartphone Market Share 2021-2023
Source: Counterpoint Research Market Monitor

The Philippines, Algeria, and Kuwait are among the six countries where Samsung is poised to lose its top position. Historically, the Philippines has been a robust market for Samsung, boasting a substantial share of shipments within Southeast Asia. However, the dynamics are shifting, especially with the fervent reception of the realme C55 model released during H1 2023. The model experienced significant popularity, even leading to a midnight sellout on ecommerce channels. This surge in momentum suggests a potential threat to Samsung’s top position throughout the latter half of the year.

Meanwhile, Apple is expected to surpass Samsung in Kuwait to take the top spot while TECNO is set to dethrone Samsung in Algeria. Apple’s expected rise to the top in Kuwait’s major GCC market is due to the popularity of the iPhone 14 Pro series in the $800 and above premium segment during H1 2023. Meanwhile, in Algeria, Samsung is set to lose its leading position due to TECNO’s competitive pricing strategies.

However, Samsung is poised to surpass Xiaomi and secure the top position in India and Malaysia this year. Samsung has been employing diverse strategies to capture the Indian market. Samsung is successfully implementing a multifaceted distribution strategy, with the Galaxy A series targeting offline channels, the F series focusing on the large online retailer Flipkart, and the M series being a key player on Amazon. Additionally, the premium lineup of the Galaxy S and Z series has been well-received in India, contributing to Samsung’s market share expansion.

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.