Apple has surpassed Samsung to become the world's top smartphone seller.
This marks the end of Samsung's 12-year dominance in the industry.
According to data from the International Data Corporation (IDC), Apple claimed the top spot in 2023, selling 234.6 million units of iPhones, surpassing Samsung's 226.6 million units.
IDC attributes Apple's ascendancy to trends such as the growing popularity of high-end devices, now constituting more than 20% of the market. The release of the iPhone 15 in September 2023 played a pivotal role in this development.
“The last time a company not named Samsung was at the top of the smartphone market was 2010, and for 2023 it is now Apple,” noted IDC. “A sort of shifting of power at the top of the largest consumer electronics market was driven by an all-time high market share for Apple and a first time at the top.”
With a 20.1% market share, Apple outpaced Samsung's 19.4%. While Apple has long held the lead in terms of revenues and profits, this marks the first time it has claimed the top spot in terms of volume.
The IDC data, predating Samsung's latest model releases, indicates a psychological blow to Samsung, with the rivalry expected to remain intense in 2024.
Ben Wood, Chief Analyst at CCS Insight, emphasised the importance of Samsung's recent product launch, noting that the company must focus on retaining existing users and attracting new customers.
IDC also highlighted the fragmentation of the Android smartphone market, with low-end competitors like Transsion and Xiaomi, as well as Honor and Google, contributing to the diversification. The success of Huawei's products in China further impacted Samsung's sales, with Huawei remaining a competitive threat to Apple in China, its largest market.
Despite a 3.2% decline in global smartphone shipments to 1.17 billion units in 2023, IDC sees the industry recovering in the second half of the year, with anticipated growth in 2024.
Last week, Microsoft overtook Apple as the world's most valuable company, reaching a valuation of $2.9 trillion.