• Samsung lost ground in six countries due to competition from Xiaomi, TECNO, realme, and Apple.
• Samsung to capture the top spot in two new nations this year – India and Malaysia.
• The brand increased market share in India with its multifaceted distribution strategy.

Samsung is projected to secure the leadership position in terms of market share in 42 countries in 2023, down from the 46 it dominated a year ago, according to Counterpoint Research's Quarterly Market Monitor report. The current analysis, which includes a total of 74 nations, indicates that while Samsung is expected to concede its leading position in six countries, including the Philippines, it will concurrently regain the top spot in two nations, India and Malaysia. Expressly, Samsung will be losing first rank in four countries this year.

Source: Counterpoint Research Market Monitor

The Philippines, Algeria, and Kuwait are among the six countries where Samsung is poised to lose its top position. Historically, the Philippines has been a robust market for Samsung, boasting a substantial share of shipments within Southeast Asia. However, the dynamics are shifting, especially with the fervent reception of the realme C55 model released during H1 2023. The model experienced significant popularity, even leading to a midnight sellout on ecommerce channels. This surge in momentum suggests a potential threat to Samsung’s top position throughout the latter half of the year.

Meanwhile, Apple is expected to surpass Samsung in Kuwait to take the top spot while TECNO is set to dethrone Samsung in Algeria. Apple’s expected rise to the top in Kuwait's major GCC market is due to the popularity of the iPhone 14 Pro series in the $800 and above premium segment during H1 2023. Meanwhile, in Algeria, Samsung is set to lose its leading position due to TECNO's competitive pricing strategies.

However, Samsung is poised to surpass Xiaomi and secure the top position in India and Malaysia this year. Samsung has been employing diverse strategies to capture the Indian market. Samsung is successfully implementing a multifaceted distribution strategy, with the Galaxy A series targeting offline channels, the F series focusing on the large online retailer Flipkart, and the M series being a key player on Amazon. Additionally, the premium lineup of the Galaxy S and Z series has been well-received in India, contributing to Samsung's market share expansion.