According to Canalys, the smartphone market has evolved over the past year as a whole and separately in the fourth quarter under the influence of multidirectional vectors. For starters, year-over-year smartphone shipments fell 17% in the fourth quarter to the lowest level in a decade. At the end of the year they fell by 11% to 1.2 million units. At the same time, Apple made a breakthrough at the end of the year and conquered a quarter of the world market in the last quarter.
For Apple itself, as representatives explain channels, such a result is a historical record, but it must be understood that the company took 25% of the market only in the fourth quarter and during the rest of the year Samsung maintained its leading position, ending the year with a share of 22% compared to 19 % proprietary to Apple. Straight into the fourth quarter, Samsung was content with second place and a 20% market share.
Chinese Xiaomi, despite reducing its market share from 13% to 11% over the year, retained the third position not only in the fourth quarter but throughout 2022 (13%). Rounding out the top five were OPPO and vivo brands, which captured 10% and 8% of the market, respectively, in the fourth quarter and ended the year with equal shares of 9%. In fact, by the end of 2022, all other smartphone manufacturers had 28% of the global market.
The fourth quarter of last year showed the worst seasonal results in ten years. While demand for entry-level and mid-range smartphones declined throughout 2022, the fourth quarter showed weakness in the expensive smartphone segment. In 2023, according to Canalys, smartphone vendors will be cautious to protect both their market position and business profitability. It is not possible without cost reduction. At the end of 2023, the smartphone market can either grow slightly or remain at the current level. Inflationary pressures will gradually ease, but other negative developments in the economy will persist. They will have a greater impact on markets with a high proportion of mid-range and high-end smartphones, such as Western Europe and North America.
In the second half of the year, demand in China and the countries of Southeast Asia will recover, which will be triggered by the delayed effects of government support stimulus measures and an increase in tourist flows to China.