In Q1’23, the global smartphone market saw a 12% year-on-year decline, marking the fifth consecutive quarter of decline. Samsung regained the top spot with a 22% market share, while Apple dropped to second place with a 21% share, despite strong demand for its iPhone 14 Pro series. Xiaomi maintained its third-place position with an 11% share. Oppo and vivo held 10% and 8% market shares, respectively, and focused on the Asia Pacific region.
Canalys attributes the decline to unfavorable local macroeconomic conditions, high inflation, and sluggish consumer demand. A wave of de-stocking across the supply chain and cautious production techniques also contributed to the decline. However, Canalys analysts noted signs of moderation in the decline and expect inventory levels to stabilize by the end of Q2’23. The focus on innovation, 5G, and foldable phones may drive future industry growth.
| Vendor | Q1 2022 market share | Q1 2023 market share | |
| Samsung | 24% | 22% | |
| Apple | 18% | 21% | |
| Xiaomi | 13% | 11% | |
| OPPO | 9% | 10% | |
| vivo | 8% | 8% | |
| Others | 28% | 28% | |
