Canalys Releases Q3 2023 Global and Regional Smartphone Market Share Report: Samsung and Apple Lead, Fierce Competition Among Chinese Brands

Canalys Releases Q3 2023 Global and Regional Smartphone Market Share Report: Samsung and Apple Lead, Fierce Competition Among Chinese BrandsOn November 24th, Canalys, a leading market research firm, released its report on global and eight major regional smartphone market share for the third quarter of 2023. The data reveals the latest shifts in the global smartphone market landscape and the competitive dynamics of various brands in different regions

Canalys Releases Q3 2023 Global and Regional Smartphone Market Share Report: Samsung and Apple Lead, Fierce Competition Among Chinese Brands

On November 24th, Canalys, a leading market research firm, released its report on global and eight major regional smartphone market share for the third quarter of 2023. The data reveals the latest shifts in the global smartphone market landscape and the competitive dynamics of various brands in different regions. The report shows that Samsung and Apple continue to dominate the global market, but Chinese brands, especially Xiaomi, are demonstrating strong competitiveness worldwide. Meanwhile, different regional markets exhibit unique competitive characteristics, with significant fluctuations in brand rankings and market share.

I. Global Market: Samsung and Apple's Battle, Xiaomi's Strong Rise

In the global smartphone market share, Samsung ranked first with a 19% share, down 2% year-on-year. Apple followed closely with an 18% share, up 9% year-on-year. Xiaomi secured third place with a 14% share, a 3% year-on-year increase, demonstrating strong growth momentum. OPPO and vivo tied for fourth and fifth place with 9% market share each, experiencing year-on-year growth of 8% and 24%, respectively.

It's noteworthy that Apple's market share is steadily increasing while Samsung's is declining. This trend suggests that Apple is highly likely to surpass Samsung and claim the top spot globally in the upcoming fourth quarter. Among all Chinese brands, Xiaomi's performance is the most outstanding, with significantly higher market share than other domestic brands, highlighting its dominant position in global competition. However, Transsion Holdings, a strong performer in the African market, fell out of the global top five.

II. European Market: Samsung and Apple Show Strong Growth, Xiaomi Faces Challenges

The European market presents a drastically different competitive landscape compared to the global market. Samsung maintained its leading position with a 31% market share, up 1% year-on-year. Apple ranked second with a 21% share, up 10% year-on-year. Xiaomi, however, surprisingly ranked third with a 20% share, a significant 12% year-on-year decline. Transsion and Lenovo ranked fourth and fifth with 5% share each, showing year-on-year growth of -4% and 8%, respectively.

In the European market, OPPO and realme both fell out of the top five, while Samsung and Apple continued their growth trajectory. Xiaomi's substantial market share drop raises concerns about its market strategy and product competitiveness. This highlights the intense competition in the European market and the challenges brands face in adapting to market changes.

III. African Market: Transsion Dominates, Samsung Faces a "Siege"

The African market is firmly controlled by Transsion Holdings, boasting a commanding 50% market share, up 8% year-on-year. Samsung ranked second with an 18% share, but experienced a staggering 30% year-on-year decline, indicating a serious challenge to its dominance in the African market. Xiaomi ranked third with a 12% share, up 13% year-on-year. realme and OPPO ranked fourth and fifth with 6% and 5% market share respectively, experiencing year-on-year growth of 101% and 22% respectively.

In the African market, Samsung is the only brand to have experienced a significant market share decline, highlighting the strong rise of Chinese brands and the immense pressure they exert on Samsung. Transsion's success stems from its precise understanding of African market demands and the successful implementation of its product strategy.

IV. Asia Pacific Market (excluding Mainland China): Samsung Declines, Xiaomi Rises

In the Asia Pacific market (excluding Mainland China), Samsung ranked first with an 18% market share, down 10% year-on-year. Xiaomi ranked second with a 15% share, up 10% year-on-year. OPPO and vivo ranked third and fifth with 14% and 13% market share respectively, experiencing year-on-year growth of 20% and 23% respectively. Apple ranked fourth with a 12% share, up 20% year-on-year.

Among the top five in the Asia Pacific market, only Samsung experienced a market share decline, while other brands showed growth. Xiaomi's strong growth momentum suggests it could potentially surpass Samsung and become the leading brand in this region in the future.

V. Mainland China Market: vivo Takes the Lead, Huawei Makes a Strong Comeback

In the Mainland China market, vivo topped the chart with a 19% market share, up 25% year-on-year. Huawei ranked second with a 16% share, up 24% year-on-year, demonstrating a strong recovery. Honor ranked third with a 15% share, down 13% year-on-year. Xiaomi and Apple ranked fourth and fifth with 15% and 14% market share respectively, experiencing year-on-year growth of 13% and -6% respectively.

The Mainland China market is fiercely competitive, with vivo holding a clear advantage. Huawei's strong comeback adds a new variable to the market. OPPO fell out of the top five this quarter, reflecting the intense competition.

VI. Indian Market: vivo and Xiaomi Compete Fiercely, Unpredictable Market Changes

The Indian market is equally competitive, with vivo ranking first with a 19% market share, up 26% year-on-year. Xiaomi ranked second with a 17% share, up 3% year-on-year. Samsung ranked third with a 16% share, down 4% year-on-year. OPPO and realme ranked fourth and fifth with 13% and 11% market share respectively, experiencing year-on-year growth of 43% and -8% respectively.

The rankings in the Indian market are unpredictable, with significant fluctuations in brand market share, closely related to the complex market environment and policy changes.

VII. North American Market: Apple Dominates, Samsung Follows Closely

The North American market is firmly controlled by Apple, holding a significantly leading 59% market share, up 10% year-on-year. Samsung ranked second with a 22% share, up 4% year-on-year. Lenovo, Google, and TCL ranked third, fourth, and fifth with 10%, 3%, and 3% market share respectively, showing year-on-year growth of 20%, -25%, and -34% respectively.

The North American market showcases Apple's dominance, with a market share far exceeding other brands, reflecting its strong competitive power.

VIII. Brazilian Market: Samsung Leads, Xiaomi Declines

In the Brazilian market, Samsung leads with a 39% market share. Lenovo ranked second with a 25% share, up 4% year-on-year. Xiaomi ranked third with a 17% share, down 6% year-on-year. Apple and realme ranked fourth and fifth with 6% and 5% market share respectively, showing year-on-year growth of 11% and 161% respectively.

Xiaomi's year-on-year decline in the Brazilian market is noteworthy, possibly due to intensified competition and Xiaomi's own strategies.

IX. Spanish Market: Samsung and Xiaomi Compete Fiercely, OPPO Emerges

In the Spanish market, Samsung ranked first with a 31% market share, up 2% year-on-year. Xiaomi ranked second with a 29% share, down 10% year-on-year. Apple ranked third with an 11% share, down 2% year-on-year. OPPO and Lenovo ranked fourth and fifth with 8% and 6% market share respectively, showing year-on-year growth of 73% and 188% respectively.

The Spanish market is fiercely competitive, with Samsung and Xiaomi vying for dominance, while OPPO and Lenovo demonstrate impressive growth.

In conclusion, Canalys' report illustrates the complexity and diversity of the global smartphone market competition. Samsung and Apple still hold dominant positions, but Chinese brands, particularly Xiaomi, are actively expanding globally and achieving significant results. The competitive dynamics vary across different regions, requiring brands to tailor their strategies to specific market characteristics to succeed in this intensely competitive environment.