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Global smartphone shipments grew in Q4

Global smartphone shipments grew in Q4

Analyst company Canalys reported that global smartphone shipments grew 8% year-on-year in Q4 2023 to 320 million units, ending seven consecutive quarters of decline. 

Apple was the highest shipping manufacturer with 24% of shipments in the quarter due to its recent iPhone launches, Samsung was second with 17% and Xiaomi took the final podium spot with 13%. 

Transsion, owner of Tecno, Itel, and Infinix rose to fourth for the first time with 9% and fellow Chinese manufacturer Vivo completed the top five with 7%. 

Canalys Senior Analyst Toby Zhu noted the quarter was “aided by improved holiday season demand” and that devices in the mid to low-end ranges were the driver of shipment growth, and “helped by a rebound in demand in emerging markets, such as the Middle East and Africa, Asia Pacific and Latin America.”

Canalys Research Manager Amber Liu noted Apple and Samsung saw 1% and 3% market share declines in the quarter despite their top position. 

““In 2023, Samsung focused on the mid-to-high-end segment for profitability but lost share in the low-end segment and also its leading position in the global market. Its 2024 product launches, especially in the high-end segment with a focus on on-device AI, will support its rebound as an innovation leader in 2024,” said Liu. 

“On the other hand, Apple showed resilience over the past two years, thanks to solid ongoing demand in the high-end segment. The expanded positioning of its iPhone 15 series has pointed to the future direction of Apple’s portfolio strategy to reach a broader range of consumer segments.”

She warned Apple is seeing rising competition from Huawei in mainland China, while high end device replacement in Europe and North America is levelling off. The iPhone maker has to seek “new market growth and ecosystem strength to reinvigorate its iPhone business.”   

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