In the third quarter of 2023, the global smartphone market recorded modest growth of 5%, marking a turning point after several quarters of decline and stagnation. This performance is attributed to a resurgence in demand in several emerging regions, while major manufacturers such as Samsung, Apple, and Xiaomi continue their expansion strategies with new products targeted for different market segments.
Samsung maintained its leadership position with around 57.4 million smartphones shipped, notably thanks to an early update to its foldable range. For its part, Apple took advantage of strong initial demand for the iPhone 15, equipped with a USB-C port, consolidating its market share to 17% with 50 million units sold. Xiaomi also achieved 2% growth, driven by its success in emerging markets thanks to affordable models, such as the Redmi series.
Among the major trends in the sector, foldable smartphones continue to gain popularity, fueling competition between manufacturers. Samsung and OPPO, for example, are accelerating the launch of their foldable models to capture a share of the growing market. At the same time, brands like Xiaomi and Huawei are investing in their own operating systems (like HyperOS or HarmonyOS) in order to improve ecosystem integration, a criterion increasingly valued by consumers.
Despite this partial recovery, difficult macroeconomic conditions in mature markets (Europe, North America, and China) continue to dampen demand. Longer renewal cycles and investment constraints in distribution channels remain significant challenges. However, inventory clearance at the start of the year allowed manufacturers to better prepare for end-of-year demand and the holiday season.
