Overview:
The annual smartphone shipments are forecast to decline 6.5% to 1.15bn units in 2023, the lowest in a decade, as macroeconomic headwinds and consumer weakness continue to pressure the sector. Despite some recent recovery in macroeconomic indicators, consumer sentiment in relation to new smartphone purchasing is still weak and not yet showing significant signs of recovery.
- Assuming Apple does not run into initial production problems with its new iPhone 15 series like it did last year, mobile operators will be eager to steal high-value consumers from rivals in Q4 2023. And with a big iPhone 12 installed base likely to be ready to renew, promotions are expected to be aggressive, leaving Apple well-positioned across key regions.
- Samsung Galaxy S23 series performance in the first two quarters after its launch, marginally exceeded its predecessor. Overall shipments for 2023 will be 3% higher than S22 Series since the expected launch of S23 FE at the year-end will boost the overall sales.
In this report, we forecast the quarterly shipment of key smartphone models by major OEMs – Apple, Samsung, Huawei, Honor, Xiaomi, OPPO, Vivo, Oneplus, Motorola, Google, and Sony – until Q4 2024 and it focuses on giving a detailed view of flagship shipments globally.
Published Date: September 2023
Overview:
The annual smartphone shipments are forecast to decline 6.5% YoY in 2023, to the lowest in a decade, as macroeconomic headwinds and consumer weakness continue to pressure the sector. Despite some recent recovery in macroeconomic indicators, consumer sentiment in relation to new smartphone purchasing is still weak and not yet showing significant signs of recovery. The overall smartphone ASP is expected to increase in 2023, and the uptrend will continue, backed by a better product mix toward higher-end smartphones on top of the 5G spread during the forecast period. This report provides the smartphone shipment and ASP forecast by region, brand, and 5G/non-5G for 2023-2027.
Table of Contents:
- Assumptions
- Pivot
- Global
- North America
- Caribbean & Latin America
- Middle East & Africa
- Europe (Western Europe / Central & Eastern Europe)
- Asia Pacific (China/India/Japan/Korea/AP Others)
- Flatfile
- Definitions
Published Date: August 2023
Overview:
The annual smartphone shipments are forecast to decline 6.5% YoY in 2023, to the lowest in a decade, as macroeconomic headwinds and consumer weakness continue to pressure the sector. Despite some recent recovery in macroeconomic indicators, consumer sentiment in relation to new smartphone purchasing is still weak and not yet showing significant signs of recovery. This report provides the mobile handset/smartphone shipment forecast by region, brand, and 5G/non-5G for 2023-2027.
Table of Contents:
- Track Changes – Smartphone
- Assumptions
- Pivot
- Tech Pivot
- Global
- North America
- Caribbean & Latin America
- Middle East & Africa
- Europe (Western Europe / Central & Eastern Europe)
- Asia Pacific (China/India/Japan/Korea/AP Others)
- Flatfile
- Definitions
Published Date: Aug 2023
Overview:
The global smartphone market declined by 14% YoY to reach 280.2 million units in Q1 2023. Samsung surpassed Apple as the leading smartphone player in Q1 2023, driven by the success of its mid-tier A Series and the recently launched S23 series. Apple experienced the least YoY shipment decline among the top five brands, resulting in its highest-ever Q1 market share of 21%. OnePlus emerged as the fastest-growing top 10 smartphone brand globally, significantly contributing to growth from China and India. Regarding regional performance, the Middle East and Africa (MEA) exhibited the only single-digit decline at 8%, although this was based on a relatively small market size. Europe saw the most significant reduction, with a 41% decrease, primarily driven by Russia and Central and Eastern Europe.
The 2023 smartphone market is expected to fall 2% YoY, reaching 1.2 billion units as macroeconomic headwinds and consumer weakness continue to pressure the tech sector. Despite some recent recovery in macroeconomic indicators, consumer sentiment on the smartphone sector is still weak. We believe, however, the challenging atmosphere will reverse from Q3 2023, and we see the YoY growth for the second half of the year.
In this report, we forecast the quarterly shipment of key smartphone models by major OEMs – Apple, Samsung, Huawei, Honor, Xiaomi, OPPO, Vivo, Oneplus, Motorola, Google, and Sony – until Q4 2024 and it focuses on giving a detailed view of flagship shipments globally.
Published Date: June 2023
Overview:
The 2023 smartphone market is expected to fall 2% YoY, reaching 1.2 billion units as macroeconomic headwinds and consumer weakness continue to pressure the tech sector. Despite some recent recovery in macroeconomic indicators, consumer sentiment on the smartphone sector is still weak. however, the challenging atmosphere will reverse from Q3 2023, and we see the YoY growth for the second half of the year. This report provides the smartphone shipment and ASP forecast by region, brand, and 5G/non-5G for 2023-2027.
Table of Contents:
- Track Changes – Smartphone
- Assumptions
- Pivot
- Tech Pivot
- Global
- North America
- Caribbean & Latin America
- Middle East & Africa
- Europe (Western Europe / Central & Eastern Europe)
- Asia Pacific (China/India/Japan/Korea/AP Others)
- Flatfile
- Definitions
Published Date: May 2023
Overview:
The 2023 smartphone market is expected to fall 2% YoY, reaching 1.2 billion units as macroeconomic headwinds and consumer weakness continue to pressure the tech sector. The reasons for further lowering the forecast are as follows;
– Despite some recent recovery in macroeconomic indicators, consumer sentiment on the smartphone sector is still weak.
– The challenging atmosphere will reverse from Q3 2023, and we see the YoY growth for the second half of the year
– Consumer sentiment is expected to recover through H2 2023 accordingly. Headline inflation rates have eased across the developed world, setting central banks on a path to ease rate hikes.
This report provides the global mobile handset/smartphone market forecast by region and brand for 2023-2027.
Table of Contents:
- Track Changes – Smartphone
- Assumptions
- Pivot
- Tech Pivot
- Global
- North America
- Caribbean & Latin America
- Middle East & Africa
- Europe (Western Europe / Central & Eastern Europe)
- Asia Pacific (China/India/Japan/Korea/AP Others)
- Flatfile
- Definitions
Published Date: May 2023
Overview:
The global smartphone market remained under pressure in Q4 2022 with shipments declining by 19% YoY to the lowest level for a holiday quarter since 2013, even as it grew QoQ slightly to 302.6 million units. The cost-of-living crisis, labor market shortages, and a decline in consumers’ purchasing power resulted in double-digit declines YoY in the shipments of each of the top five smartphone players. The shipments for the full year 2022 also declined to 1.23 billion units, the lowest since 2013. The war in Ukraine, inflationary pressures, economic uncertainty and macroeconomic headwinds kept the consumer sentiment weak in 2022 while smartphone users reduced the frequency of their purchases.
Apple was the only one that performed reasonably well in Q4 2022. Its share of iPhone shipments could have been even higher if not for the production issues caused by the COVID-19 breakout at the Zhengzhou factory, which produces the vast majority of Pro series volumes. Apple will continue to exceed the market expectation as the demand for high-end iPhones remains strong, as seen during the recent market contraction.
Foldable device forecast of Samsung for 2023 is lowered again. New foldable device launch at global market from Chinese OEM will have a negative effect to the sales number in the short term. But new product will help the market to grow eventually.
In this report, we forecast the shipment of key smartphone models by major OEMs – Apple, Samsung, Huawei, Honor, Xiaomi, OPPO, Vivo, Oneplus, Motorola, Google, and Sony – until Q4 2024 and it focuses on giving a detailed view of quarterly flagship shipments globally.
Published Date: March 2023
Overview:
The 2023 smartphone market is expected to be similar to 2022, reaching around 1.23 billion units. As macroeconomic headwinds and consumer weakness continue to pressure the tech sector, the smartphone market is expected to continue underperforming through H1 2023 and only start to grow from Q3 2023. This report provides the smartphone/feature phone market forecast by region and brand for 2023-2026.
Table of Contents:
- Track Changes – Smartphone
- Assumptions
- Pivot
- Tech Pivot
- Global
- North America
- Caribbean & Latin America
- Middle East & Africa
- Europe (Western Europe / Central & Eastern Europe)
- Asia Pacific (China/India/Japan/Korea/AP Others)
- Flatfile
- Definitions
Number of Pages: 16
Published Date: February 2023
Overview:
The 2023 smartphone market is expected to be similar to 2022, reaching around 1.23 billion units. As macroeconomic headwinds and consumer weakness continue to pressure the tech sector, the smartphone market is expected to continue underperforming through H1 2023 and only start to grow from Q3 2023. This report provides the smartphone market forecast by region and brand for 2023-2026.
Table of Contents:
- Track Changes – Smartphone
- Assumptions
- Pivot
- Tech Pivot
- Global
- North America
- Caribbean & Latin America
- Middle East & Africa
- Europe (Western Europe / Central & Eastern Europe)
- Asia Pacific (China/India/Japan/Korea/AP Others)
- Flatfile
- Definitions
Number of Pages: 16
Published Date: February 2023
