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Samsung’s market in Asia is at risk as Galaxy smartphone shipments fail to increase

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Samsung smartphones are losing market share in key growth markets around the world. If the company fails to increase its share of the growing market with a large number of feature phone users, the global No. 1 smartphone market is expected to take a risk.

Samsung’s smartphone market share in the world’s major smartphone development markets declined last year, according to market research firm Omdia & Industry. The growth market is expected to see an increase in smartphone shipments in the future.

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As per the Omdia divides the global smartphone market into 7 regions. North American and Western European markets, mainly smartphones priced above $601, are sold in the Asian and Oceania, and Eastern European markets, where phones priced between $151 to $600 are located in major markets.

Samsung's smartphone market Asia

Samsung’s smartphone market in Asia is at risk!

The Chinese market, the Central East, and African markets, and the Central and African markets. There are 7 markets focusing on phones under $150. The two markets, Asia and Oceania and the Middle East and Africa, expect smartphone shipments to grow by more than one million units in 2026 compared to 2019.

While the Chinese market in North America, Western Europe, Eastern Europe, and Central and South America is expected to grow negatively by 2026, it is likely to grow slightly or remain stable.

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Smartphone shipments in Asia and Oceania are expected to grow from 394 million units last year to 577 million units by 2026, and smartphone shipments in the Middle East and Africa markets from 176 million units last year to 246 million units by 2026.

In the North American and Western European markets, which are mainly high-end phones, Samsung increased its market share slightly last year. Samsung’s market share, the second largest in North America, rose 1.7 percentage points from 25.3% in 2019 to 27.0% in 2021.

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Samsung leads Q3 smartphone market, Huawei’s entry haunts Apple

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Samsung Galaxy S23 Ultra Z Fold 4 Beige

Samsung ranked first in market share in the global smartphone market in Q3, 2023. TrendForce report says that Samsung led the global Q3 smartphone market, recording a market share of 19.5%.

Overall production in the third quarter increased by 11.5% compared to the previous quarter to 60.1 million units. During the same period, Apple’s production increased by 17.9% to 49.5 million, thanks to iPhone 15.

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Third place was taken by Xiaomi (13.9%), followed by Oppo (12.6%) and Transion (8.6%). 6th place is Vivo (8%). Meanwhile, global smartphone production reached 308 million units, a 13% increase compared to the previous quarter and a 6.4% increase from the previous year.

Huawei’s re-entry into the flagship smartphone market targeting Apple has had a significant impact in China. Huawei is aiming to expand its high-end flagship series, focusing on the Chinese domestic market next year, so Apple “We plan to attack directly”.

Samsung Q3 2023 Smartphone Market TrendForce

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Underdog phone brand jumped 50%, Samsung and Apple lost ground

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Samsung 55th shareholders meeting

In Q3 2023, Samsung and Apple’s market share slightly declined, while an underdog Chinese phone brand appeared on the top 5 chart. In a recent development, Canalys published market research data for the third quarter, revealing Tanssion as the fifth best-seller globally.

According to the info, Samsung and Apple lead total sales with 20% and 17% market share, yet both have fallen from their 22% and 18% levels in 2022. However, Tanssion, the maker of Tecno, Itel, and Infinix phones, climbed from 6% global market share last year to 9% in 2023, a 50% jump.

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Apart from this, Xiaomi matched last year’s share only by “recovering” from a terrible first half of 2023. At the same time, OPPO has fallen steadily over the past two years, while fellow BBK brand vivo lost the top-5 slot it’s owned for years.

Overall, the global smartphone market underwent a slight drop of 1% in Q3 2023. Bolstered by regional recoveries and new product upgrade demand, the smartphone market recorded a double-digit sequential growth in Q3, ahead of the sales seasons.

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Samsung enjoyed 2023’s last victory over Apple?

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Samsung smartphone

Recently, research agency Counterpoint Research published their latest analysis. The report reveals that Samsung continued its leadership in the third quarter of 2023, while Apple remained in the second spot. However, both OEMs faced a decline of 1 percent year over year.

According to CR, slower consumer demand is the main factor in the dwindling sales. The market did see a slight 2 percent growth in Q3 compared to Q2, likely driven by last month’s iPhone 15 series launch. Samsung secured 20 percent market share, while Apple grabbed 16 percent sales.

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The Galaxy A-series was the key driver for the South Korean smartphone maker. Apple came in second with 16 percent of the market while Xiaomi rounded out the top three with its 12 percent share. Oppo (10 percent) and vivo (8 percent) were the remaining brands in the top five charts.

The newly released iPhone 15 series will help Apple score a lead over Samsung in the fourth quarter of the year. The results will arrive by early next year, and it’s expected that the US phone maker could surpass Samsung. Major camera upgrades and USB-C helped Apple register strong sales.

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