In a historic turn for the mobile phone industry, Apple managed to surpass its rival Samsung and establish itself as the largest seller of smartphones worldwide. According to data provided by the consulting firm IDC, the iPhone manufacturer sold 234.6 million devices in 2023, marking an increase of 3.7% compared to the previous year. This figure surpassed the 226.6 million units sold by Samsung, ending the South Korean company’s 12-year uninterrupted reign at the top of the industry.
This milestone for Apple comes amid a challenging year for the smartphone industry, which saw a 3.2% decline in sales, reaching 1.17 billion units in 2023, according to IDC data. However, Apple stood out as the only major manufacturer that managed to improve its sales, thanks to growing consumer interest in premium devices.
Premium smartphones, priced above $600, now account for 25% of all phone sales globally, generating 60% of industry revenue. In this segment, the iPhone maintains a dominant position, with a market share of 70%.
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This change in the industry hierarchy comes in the same week that Samsung was scheduled to launch its new flagship, the Galaxy S24. Despite this launch, Samsung recorded a 13.6% decrease in the number of terminals sold, attributed in part to its focus on the high-end and the loss of share in the lower-middle segment of the market.
Chinese manufacturers, such as Xiaomi and Oppo, occupying third and fourth place in the global ranking, also experienced declines in sales, with drops of 4.7% and 10%, respectively. In contrast, Transsion, a Chinese manufacturer less known in the West, increased its shipments by an impressive 30%, consolidating its presence in Africa with brands such as Tecno, Infinix and itel.
However, it is not all good news for Apple, as the company has been forced to reduce the prices of its iPhones in China due to declining sales in this market. Although it rarely implements discounts, Apple is now offering a discount of 500 Chinese yuan (approximately 64 euros) on its iPhone 15 line, including the most expensive model, the iPhone 15 Pro Max. Jefferies analysts point out that iPhone sales in China fell more than 30% year-on-year during the first week of January, anticipating a double-digit drop in demand in the Asian giant throughout the year. Despite these challenges, Apple maintains a 20% market share in China and generated $72 billion in revenue in the country last year.
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