Smartphone sales: Apple dominates (still) in the 4th quarter of 2022 in a worrying market

Research firm Canalys has just released its latest report on smartphone sales for the fourth quarter of 2022, which runs from October to December.

The market is showing signs of running out of steam.

© Canalys

Once again, we can see that the general trend is downward, since shipments are down 17% compared to the same quarter the previous year. A fall that had not been observed for a decade. More globally, around 1.2 billion units were shipped, which represents an 11% decrease compared to 2021.

Apple pulls out (again) out of the game

As often, it is Apple that dominates at the end of the year. The Cupertino company recovered 25% of market share in the last quarter, helped by the release of the new iPhone 14 and 14 Pro. The Californian giant is followed by Samsung, which represents around 20% of the market share over the same period. Next come Xiaomi (11%), Oppo (10%) and Vivo (8%).

The iPhone 14 Pro allowed Apple to dominate the fourth quarter of 2022.

The iPhone 14 Pro allowed Apple to dominate the fourth quarter of 2022.

Over the year as a whole, we see that Samsung recovers first place with 22% market share, ahead of Apple, which has nothing to be ashamed of (19%). The two firms have managed to grab a few percentages, notably at the expense of the Chinese trio, which has seen its own decline slightly.

Oppo has lost 2% market share while Xiaomi and Vivo are content with 1%. All other brands represent 28% of the total. A stable figure since 2021.

A gloomy year in perspective?

The firm also delivers its predictions for 2023, and as you might expect, they are not exactly optimistic. After enjoying strong demand during the pandemic, the smartphone industry is experiencing a fairly sharp decline in demand.

One of the Canalys analysts explains that it is to be expected “flat or marginal growth” over the next few months. Manufacturers would approach this new year with caution, and would aim to reduce costs to adapt “to the new reality of the market”.

The folding screen smartphone market is growing rapidly.

The folding screen smartphone market is growing rapidly.

© The Digital

It remains to be hoped that this reluctance will not slow down innovation too much in a sector that is beginning to need it badly. The good progress in sales of folding screen smartphones, however, seems to indicate that there is hope in this area.

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