According to a recent study by Counterpoint Research, 280.2 million smartphones were distributed worldwide in the first quarter of 2023, a decrease of 14% compared to the same period last year, and 7% less than the previous quarter. Note that this last quarter of 2022 was the worst last quarter for the market since 2013.
Apple, record quarter in market share but Samsung becomes leader again
In the first quarter, Samsung regained first place in sales from Apple, thanks to the mid-range Galaxy A models and the launch of the Galaxy S23. The drop in distribution for iPhones is the least worst among the five biggest brands (Samsung, Apple, Xiaomi, Oppo and Vivo), allowing the Cupertino company to have its best first quarter of all time with market share by 21%.
Apple and Samsung reap 96% of Smartphone market profits
It is adherence to the Apple ecosystem that prevents its customers from looking elsewhere for cheaper models, even in difficult economic times. Apple and Samsung remain the most profitable brands, capturing 96% of global operating profits between them.