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| Apple will overtake Samsung in the fourth quarter of 2022 |
In the last quarter of 2022, global smartphone shipments fell 17% year on year, and in 2022 shipments fell 11% to less than 1.2 billion units, indicating that the past year was difficult for all companies.
According to a report by Canalys, Apple regained the top spot in the fourth quarter, recording its highest quarterly market share of 25%, even though the company is facing declining demand and production issues in Jingzhou, China.
Samsung ranked second in the last three months of 2022 with a 20% market share, but it remained the largest smartphone seller based on full-year numbers.
Xiaomi maintained its third position, although its share fell to 11% in the fourth quarter, mainly due to the challenges it faced in India. Oppo and Vivo took the fourth and fifth positions with a share of 10% and 8%, respectively.
Smartphone vendors faced a challenging macro environment in 2022. “The fourth quarter was the worst annual and quarterly performance in a decade,” said Runar Bjorovd, research analyst at Canalys.
Bjorhovd added that these companies have been very serious about managing their inventory of new phones, which led to lower shipments in the fourth quarter. Holidays help reduce inventories as companies offer strong promotional incentives to consumers.
While the demand for mid-to-low-configuration phones declined rapidly in the first three quarters of 2022, the demand for high-configuration phones began to weaken in the fourth quarter, in contrast to the fourth quarter of 2021. The problem of increasing demand and decreasing supply.
Li Shanqiu, a research analyst at Canalys, said that mobile phone companies will take a cautious approach in 2023, prioritizing profitability and protecting market share. This reduces the costs of adjusting to new market conditions.
Canalys expects the smartphone market to grow steadily to marginal growth in 2023 and expects the situation to remain challenging. "While inflationary pressures will gradually ease, the impact of higher interest rates, a slowing economy and an increasingly weak labor market will limit the potential of the market," Keough added.
This will negatively affect saturated markets dominated by mid-to-high-end phones, such as Western Europe and North America.
After China lifted restrictions and opened its borders to the world, it is expected to boost domestic consumer and business confidence. The government's stimulus measures could take effect in six to nine months. Demand in China will continue to be difficult in the short term. to express.