Skip to main content

iPhone market share increases, but Samsung retakes first place

The latest market intelligence data indicates that worldwide iPhone market share grew year-on-year in the first quarter of the year – but that Apple lost its number-one position to Samsung.

That summary isn’t quite comparing Apples to Samsungs, as it’s mixing a comparison of quarterly and annual changes …

Canalys data indicates that on an annual basis, Apple’s market share increased from 18% to 21%, while Samsung’s share fell from 24% to 22%. In that picture, both companies retained their existing positions in the rankings, but with the Cupertino company gaining on its Korean rival.

However, on a quarterly basis, iPhone market share fell from 25% to 21%, while Samsung’s slice grew from 20% to 22%.

Samsung was the only leading vendor to achieve a quarter-on-quarter recovery and struggled back to number one with a 22% market share. Meanwhile, Apple dropped to second place with a 21% market share, narrowing the gap between itself and Samsung, driven by solid demand for its iPhone 14 Pro series in Q1 2023.

The quarterly bump and fallback for Apple is, of course, business as usual. The holiday quarter encompasses the launch of the new iPhones, creating a big boost in sales, with a significant fall-off in the following quarter. The effects this year were smaller than usual, as the Cupertino company was still catching up on iPhone orders in Q1 after its supply constraints in Q4.

Overall, Canalys says that demand for smartphones continues to fall.

The global smartphone market experienced a fifth consecutive quarter of decline, falling by 12% year-on-year in Q1 2023. Despite limited improvements in major unfavorable macro factors, the market is yet to recover […]

“The smartphone market’s decline in the first quarter of 2023 was within expectations throughout the industry,” said Canalys Analyst Sanyam Chaurasia. “The local macroeconomic conditions continued to hinder vendors’ investments and operations in several markets. Despite price cuts and heavy promotions from vendors, consumer demand remained sluggish, particularly in the low-end segment due to high inflation affecting consumer confidence and spending.”

The company adds that retailers have cut orders below consumer demand levels, as they were previously caught out with excess stock. They’ve now been working through existing stock, so needing fewer new orders.

Photo: Thai Nguyen/Unsplash

FTC: We use income earning auto affiliate links. More.

You’re reading 9to5Mac — experts who break news about Apple and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Mac on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel



Avatar for Ben Lovejoy Ben Lovejoy

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!

Ben Lovejoy's favorite gear