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iPhone is the most popular smartphone in the world, again

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  • A report from Canalys found that global smartphone shipments fell 17% in Q4 2022, with iPhone reclaiming the top spot with 25% market share.
  • Canalys Research Analyst stated that vendors will approach 2023 cautiously due to challenging market conditions such as inflation, interest rate hikes, and economic slowdowns.
  • Strong consumer demand for the iPhone 14 Pro and iPhone 14 Pro Max helped Apple reclaim the top spot and the company has now caught up with demand.
  • To protect market share, vendors should focus on building strong partnerships with the channel.
  • Canalys forecasts flat to marginal growth for the smartphone market in 2023, but with Apple's market share increasing, it is likely the market will start to recover.



A report from Canalys found that global smartphone shipments fell 17% in Q4 2022 compared to the same period in 2021. Despite supply chain disruptions and challenging market conditions, the iPhone reclaimed the top spot with a 25% market share, an increase of 2% from the previous year. Samsung followed in second place with a 20% market share. Xiaomi, OPPO, and vivo rounded out the top five vendors, with market shares of 11%, 10%, and 8% respectively.

Canalys Research Analyst Le Xuan Chiew stated that vendors will approach 2023 cautiously, focusing on profitability and protecting market share in light of the challenging market conditions. Factors such as inflation, interest rate hikes, economic slowdowns, and a struggling labor market are expected to limit growth potential for the smartphone market.

However, strong consumer demand for the iPhone 14 Pro and iPhone 14 Pro Max helped Apple reclaim the top spot, and the company has now caught up with demand. Average lead times for delivery have fallen to around four days across all four iPhone 14 models, and the devices are available for pickup in US Apple Stores. For vendors, building strong partnerships with the channel will be important for protecting market share, as difficult market conditions for both channel partners and vendors can easily lead to strenuous negotiations. Canalys forecasts flat to marginal growth for the smartphone market in 2023, but with Apple’s market share increasing and the company catching up with demand, it is likely that the market will start to recover.

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