ABI Research’s 5G Mobile Device Vendor Market Shares report reveals the latest data on worldwide and regional smartphone market shares. Overall, Apple came out on top in 4Q 2022, with a 23.8% global market share.
Biggest Takeaways:
- Smartphone sales volume declined -9.6% Year-over-Year (YoY) in Calendar Year 2022 (CY 2022), due to macroeconomic uncertainties and geopolitical tensions hindering consumer interest and vendor investment.
- 4Q 2022, the critical holiday season, experienced the biggest YoY decline (-16.3%) in quarterly smartphone sales volume since 2Q 2020—when the COVID-19 pandemic abruptly disrupted consumer markets.
- In 4Q 2022, Apple was the global smartphone market share leader, with a 23.8% market share. Apple smartphone sales exceeded expectations, with the help of the 5G iPhones in 2020, a 5G iPhone SE model in March 2022, and the release of iPhone 14 (and iPhone 14 Plus) in September/October 2022.
- Samsung was the second-most popular smartphone manufacturer worldwide in 4Q 2022, with a 19.4% smartphone market share, followed by Xiaomi (11%), Vivo (8%), and OPPO (6.9%). Other phone manufacturers account for the remaining 30.8% of the global smartphone market share.
- Samsung has weathered an up-and-down trend in its smartphone shipments from quarter to quarter over the past year. But the company is expected to keep relatively flat sales over the next 18 months as the comparative slump of its high-end models is balanced by continued success in the mid-range, including 5G models.
- In terms of the total CY 2022, Samsung still retained the top smartphone market share (21.4%), followed by Apple (18.4%).
Table 1: Worldwide Smartphone Market Shares (%) (1Q 2021 to 4Q 2022)
|
Brand |
1Q 2021 |
2Q 2021 |
3Q 2021 |
4Q 2021 |
CY 2021 |
1Q 2022 |
2Q 2022 |
3Q 2022 |
4Q 2022 |
CY 2022 |
|
Apple |
16.2% |
14.7% |
15.0% |
23.4% |
17.5% |
17.7% |
15.7% |
16.3% |
23.8% |
18.4% |
|
Samsung |
21.7% |
18.6% |
21.5% |
19.4% |
20.3% |
23.0% |
21.6% |
21.4% |
19.4% |
21.4% |
|
Xiaomi |
14.0% |
17.3% |
13.8% |
12.6% |
14.3% |
11.9% |
13.6% |
13.5% |
11.0% |
12.5% |
|
OPPO |
10.4% |
10.9% |
11.6% |
8.3% |
10.2% |
9.7% |
9.3% |
8.9% |
6.9% |
8.7% |
|
vivo |
9.8% |
10.4% |
10.2% |
7.7% |
9.5% |
8.9% |
9.2% |
9.0% |
8.0% |
8.8% |
|
Others |
27.9% |
28.1% |
27.9% |
22.7% |
28.2% |
28.8% |
30.6% |
30.9% |
30.8% |
30.3% |
Table 2: Worldwide Smartphone Shipments (in Millions) (1Q 2021 to 4Q 2022)
|
Brand |
1Q 2021 |
2Q 2021 |
3Q 2021 |
4Q 2021 |
1Q 2022 |
2Q 2022 |
3Q 2022 |
4Q 2022 |
Total YoY Change |
|
Apple |
57.26 |
44.80 |
47.83 |
83.55 |
56.99 |
44.93 |
48.6 |
71.24 |
-5% |
|
Samsung |
76.95 |
57 | 68.40 | 69.12 | 74 | 62 | 64 | 58 |
-5% |
|
Xiaomi |
49.40 |
52.9 |
43.9 |
45 |
38.5 |
39.1 |
40.2 |
33 |
-21.1% |
|
OPPO |
36.84 |
33.18 |
36.97 |
29.48 |
31.32 |
26.55 |
26.62 |
20.61 |
-23.0% |
|
vivo |
34.59 |
31.85 |
32.33 |
27.49 |
28.71 |
26.44 |
26.83 |
24 |
-16.1% |
|
Others |
98.9 | 86 | 88.58 | 102.54 |
92.85 |
87.81 | 92.34 | 92.21 |
-2.9% |
|
Market Total |
353.94 |
305.73 | 318.01 | 357.17 | 322.37 | 286.82 | 298.60 | 299.05 |
-9.6% |
For regional market shares in the smartphone market, download ABI Research's Global Smartphone Market Recap: Forecasts, Updates, And Vendor Performances whitepaper.
ABI Research builds and maintains quarterly shipment forecasts for the current year, in addition to annual forecasts for the upcoming 5 years. A combination of data is obtained via interviews, the examination of public financial records, and further secondary research. All major factors are considered during the data-gathering phase, including consumer adoption rates, the addition of new features, and future rumored devices and technologies.
Quarterly sales and market share tracking is a "bottom-up" model-level tracker for smartphones, based on reported information from handset Original Equipment Manufacturers (OEMs), mobile operators, chipset vendors, retailers, ABI Research's Device Pricing Portal, ABI Research analyst information, and web research (get a market data sample here).
Forecasts are based on the analyst's understanding of smartphone vendors and market trends, including seasonality and macroeconomic conditions, and based on information gathered from the major handset vendors, mobile operators, and distribution channels.
To get the smartphone market shares and unit shipments on a regional level—dating back to 1Q 2015—download ABI Research’s latest market data report. These market data are part of the company’s 5G Devices, Smartphones & Wearables Research Service.
