Smartphone Market Share

Updated: 4 August 2022

Smartphone Shipments Suffer the Largest-Ever Decline with 18.3% Drop in the Holiday Quarter and a 11.3% Decline in 2022, According to IDC Tracker

NEEDHAM, Mass., January 25, 2023 – Worldwide smartphone shipments declined 18.3% year over year to 300.3 million units in the fourth quarter of 2022 (4Q22), according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker. The drop marks the largest-ever decline in a single quarter and contributed to a steep 11.3% decline for the year. 2022 ended with shipments of 1.21 billion units, which represents the lowest annual shipment total since 2013 due to significantly dampened consumer demand, inflation, and economic uncertainties. This tough close to the year puts the 2.8% recovery expected for 2023 in serious jeopardy with heavy downward risk to the forecast.

"We have never seen shipments in the holiday quarter come in lower than the previous quarter. However, weakened demand and high inventory caused vendors to cut back drastically on shipments," said Nabila Popal research director with IDC's Worldwide Tracker team. "Heavy sales and promotions during the quarter helped deplete existing inventory rather than drive shipment growth. Vendors are increasingly cautious in their shipments and planning while realigning their focus on profitability. Even Apple, which thus far was seemingly immune, suffered a setback in its supply chain with unforeseen lockdowns at its key factories in China. What this holiday quarter tells us is that rising inflation and growing macro concerns continue to stunt consumer spending even more than expected and push out any possible recovery to the very end of 2023."

"We continue to witness consumer demand dwindle as refresh rates climb past 40 months in most major markets," said Anthony Scarsella, research director with IDC's Worldwide Quarterly Mobile Phone Tracker. "With 2022 declining more than 11% for the year, 2023 is set up to be a year of caution as vendors will rethink their portfolio of devices while channels will think twice before taking on excess inventory. However, on a positive note, consumers may find even more generous trade-in offers and promotions continuing well into 2023 as the market will think of new methods to drive upgrades and sell more devices, specifically high-end models."

Worldwide Top 5 Smartphone Companies, 2022Q4 Unit Market Share


Worldwide Quarterly Smartphone Top 5 Company Shipments, 2022Q2 and 2021Q2 (M Units)

Company 2022Q4
Shipment
Volumes
2022Q4
Market
Share
2021Q4
Shipment
Volumes
2021Q4
Market
Share
Year-Over-Year
Change
Apple 72.3 24.1% 85.0 23.1% -14.9%
Samsung 58.2 19.4% 69.0 18.8% -15.6%
Xiaomi 33.2 11.0% 45.0 12.2% -26.3%
OPPO 25.3 8.4% 30.1 8.2% -15.9%
vivo 22.9 7.6% 28.3 7.7% -18.9%
Others 88.3 29.4% 110.2 30.0% -19.8%
TOTAL 300.3 100.0% 367.6 100.0% -18.3%

Source: IDC Quarterly Mobile Phone Tracker, January 25th, 2023


* IDC declares a statistical tie in the worldwide mobile phone market when there is a difference of 0.1% or less in the share of shipments among two or more vendors.

Worldwide Smartphone Top 5 Company Shipments, Annual 2022 and 2021 (M Units)

Company 2022Q4
Shipment
Volumes
2022Q4
Market
Share
2021Q4
Shipment
Volumes
2021Q4
Market
Share
Year-Over-Year
Change
Samsung 260.9 21.6% 272.1 20.0% -4.1%
Apple 226.4 18.8% 235.8 17.3% -4.0%
Xiaomi 153.1 12.7% 191.0 14.0% -19.8%
OPPO 103.3 8.6% 133.6 9.8% -22.7%
vivo 99.0 8.2% 128.3 9.4% -22.8%
Others 362.7 30.1% 399.1 29.3% -9.1%
TOTAL 1205.5 100% 1359.8 100.0% -11.3%

Source: IDC Quarterly Mobile Phone Tracker, January 25th, 2023


Notes:

  • Data are preliminary and subject to change.
  • Company shipments are branded device shipments and exclude OEM sales for all vendors.
  • The "Company" represents the current parent company (or holding company) for all brands owned and operated as a subsidiary.
  • Figures represent new shipments only and exclude refurbished units.

Contact IDC to purchase Smartphone Data