In a landmark shift, Apple has eclipsed Samsung to become the world’s leading smartphone vendor, a position held by the Korean giant for over a decade. This triumph, propelled by the Q4 2023 launch of the iPhone 15, marks Apple’s first time at the top of global smartphone rankings.
Boosted by the holiday season, Apple’s iPhone 15 drove the company’s shipments to 72.1 million units, securing a 24.7% market share. In contrast, Samsung managed 59.5 million units, translating to a 16.3% share. This surge reflects Apple’s consistent allure in the premium smartphone sector.
Historically, Apple’s focus on high-end pricing limited its market reach compared to Samsung’s diverse price range. However, recent consumer trends show a growing preference for premium devices, now making up over 20% of the market. Aggressive trade-in offers and financing plans have also made iPhones more accessible.
Acknowledging these market shifts, Apple has diversified its iPhone 15 series, ranging from the $799 standard models to the $999 Pro series. This strategic expansion caters to a wider consumer base, amplifying its market presence.
Samsung’s 2023 focus on mid-to-high-end models for profitability resulted in lost ground in the low-end segment, impacting its market leadership. However, the impending launch of the Galaxy S24 could reignite Samsung’s market share battle with Apple.
Industry analysts suggest a dynamic power shift at the smartphone market’s summit. This hints at an ongoing competitive tussle between Apple and Samsung, with both giants continuously vying for the top spot in the coming quarters.
