According to the latest research report from TechInsights (formerly Strategy Analytics), global smartphone shipments in Q4 2022 will drop by 19% year-on-year to 296 million units. Apple tops the global smartphone market with a staggering 24% share in Q4 2022, the company’s highest ever Q4 smartphone market share. Samsung ranked second with a 20% market share, its highest Q4 performance since 2016. Xiaomi, OPPO (including OnePlus), and vivo rank among the Top 5.
Sui Qian, Senior Director of TechInsights, said: “In Q4 of 2022, global smartphone shipments fell by 19% year-on-year to 296 million units-this is the sixth consecutive quarter of annual decline in smartphone sales. Inventory adjustments, new crown epidemic supply Allocation and geopolitical issues had an adverse impact on the smartphone market in Q4. At the same time, the unfavorable economic environment continued to dampen consumer demand for smartphones and other discretionary items.”
Woody Oh, director of TechInsights, added: “We estimate that in Q4 2022, Apple iPhone shipments will be 71.1 million and lead the global smartphone market with a record 24% share. Apple’s growth is at the expense of China’s leading brand Yes, these brands have performed sluggishly in domestic and foreign markets. Although Apple faced supply and distribution problems in China last November and December, it still managed to beat many competitors and achieved solid results. Samsung ranked second, in Q4 shipments of 58.3M units in 2022 accounted for 20% of the market, the highest Q4 share since 2016. Demand tilted toward the low-cost Samsung A-series. Meanwhile, Samsung’s overall 2022 Still ahead of Apple with 22% market share.”
Wu Yiwen, deputy director of smartphones at TechInsights, added: “Xiaomi shipped 33.2 million smartphones, ranking third with an 11% global market share, down from 12% a year ago. Xiaomi experienced inventory adjustments and underperformed other Major Chinese brands, down 26% YoY in this quarter. OPPO (OnePlus) ranks fourth, with 10% global smartphone market share in Q4 2022. vivo, with 8% global smartphone market share in Q4 2022 Ranked fifth, and for the first time in the Indian market, it took the No. Most markets lost ground.”
Neil Mawston, executive director of TechInsights, added: “In Q4 2022, apart from the top five, the global competition among other major smartphone brands is fierce. Transsion, Honor, realme, Lenovo-Motorola and Huawei are in the top ten , but the results for the quarter were mixed. Transsion maintained its No. 6 position and achieved healthy growth in Central Europe and Central Latin America, but due to weak performance in Africa and the Middle East, its smartphone shipments fell in the quarter. There was a double-digit annual decline, and its leading position in the region gave way to Samsung. Due to the weak performance of the Q4 Chinese market in 2022, Honor’s previous high-speed development trend has also slowed down. Realme has experienced a double-digit annual decline, All regions saw declines except Central and Eastern Europe, which benefited from industry restructuring. Lenovo-Motorola remained in the top 10, but also saw annual declines in several regions. In contrast, Huawei’s smartphone shipments in the quarter The volume achieved annual growth, mainly driven by strong demand for 4G smartphones in China, such as the Nova 10 series and Mate 50 models. However, considering the rumored extension of US sanctions on chipsets and technologies related to 4G, WiFi and artificial intelligence, The outlook for Huawei is still uncertain. Among the top ten brands, eight are Chinese brands. However, all these Chinese brands combined had an annual decline of -23%, underperforming the overall market and the top two brands.”
Sui Qian, Senior Director of TechInsights, added: “We predict that global smartphone shipments will continue to decline, with a year-on-year decline of 1% in 2023. Consumer demand weakened in the first half of 2019. Samsung and Apple will continue to perform well, maintaining the top two positions. Chinese brands need to stabilize their performance in the Chinese market and explore new growth opportunities to reverse the downward trend.”
