Analysis agency Counterpoint Research has summarized the results of the fourth quarter of 2022 in the smartphone market. It turned out that the undisputed leader is now Apple, which has ousted its main competitor, South Korean Samsung, from this position.
If in the second and third quarters of 2022, Apple’s global share was only 16%, then in the fourth it grew to 23%, likely due to the fall premiere of the iPhone Series 14. Quarterly growth in the top 5 is known to have been only by Apple and Oppo, whose shipments increased by 42% and 4%, respectively.
At the same time, Samsung smartphone shipments fell significantly in the same quarter, and the company’s smartphone share accounted for 15% of the market, down 16% year over year and 9% quarter over quarter to 58.3 million units. It is noteworthy that the statistics differ greatly from region to region. If in North America Apple is the undisputed number one with 57%, then in Europe Samsung leads with 31%, and in the Middle East and Africa Apple is not even in the top 5 and in Latin America the company is only fourth.
Overall, the smartphone market had a bad year in 2022, with total shipments falling 12% to 1.2 billion units, the lowest level since 2013. At the same time, the fourth quarter saw an even bigger decline — shipments tumbled year-over-year 19% to 302.6 million devices.
It is noteworthy that Apple’s share of the total number of Android smartphones is still relatively small, but the company has developed into the absolute leader in the premium segment. By its full-year 2022 results, it takes 75% of the market, well ahead of Samsung – although the company previously had more than 70% in that niche in 2021.