2022 has been an unpleasant year for smartphone brands. Rising component prices, geopolitical tensions, and supply chain issues troubled all smartphone brands. The overall market dropped 17% in Q4 2022. However, two smartphone brands managed to increase their market share: Apple and Samsung.
According to a report from market research firm Canalys, Samsung was the world's biggest smartphone brand in 2022. Its global market share was 22% last year, a 2% points improvement compared to 2021. Apple, too, improved its market share from 17% in 2021 to 19% in 2022. Apple (25%) even managed to beat Samsung (20%) in Q4 2022 as it launched the iPhone 14 series in that quarter while Samsung didn't launch any important new phone.
Chinese smartphone brands suffered, with Xiaomi ranking third with a 13% market share, a 1% point drop compared to 2021. Most of Xiaomi's problems were due to challenges in India where the company is fighting the government in a case related to tax evasion. OPPO and Vivo ranked fourth and fifth, respectively with a 9% market share each in 2022. OPPO's market share was 11% in 2021, while Vivo's market share was 10% in 2021.
The market research firm says that the global smartphone market will stay flat in 2023 due to the economic recession. Brands will reportedly approach this year with caution and a focus on profitability and cutting down costs.
Samsung will launch the Galaxy S23 series in Q1 (February 1) of this year and you can already pre-reserve the device to get up to $100 in-store credit. The company will launch Galaxy Z Flip 5 and the Galaxy Z Fold 5 in Q3 2023. It remains to be seen how well these high-end smartphones do this year.
