In the fourth quarter of 2023, Apple surpassed Samsung to become the leading smartphone vendor in the world, accounting for 24% of total shipments, according to research firm Canalys. Additionally, Apple ended the year as the top vendor, marking the first time it outpaced Samsung on an annual basis. The total smartphone shipments for Q4 2023 reached 320 million units, showing an 8% increase from Q4 2022.
Q4 2023 was also the first quarter to show positive growth after seven consecutive quarters of decline. Canalys estimates 1.1 billion smartphone shipments for 2023, which represents a 4% decrease from the values for 2022.
During Q4 2023, Apple dominated with 24% of all shipments due to strong demand for its iPhone 15 series. Samsung came in second with 17% of the market but lost share in the low-end segment. Xiaomi (13%) secured third place, while Transsion (9%) continued its rise and secured the fourth leading smartphone vendor position. Vivo (7%) rounded out the top five.
Worldwide smartphone market share split (Canalys preliminary smartphone market pulse: Q4 2023)
Canalys analysts believe the demand rebound was driven by markets in the Middle East, Africa, Asia Pacific, and Latin America, with low and midrange devices being key growth drivers. Looking ahead, Canalys foresees on-device AI being the main focus for high-end devices launched in 2024, with major players aiming to capture more market demand.
