Canalys: Global smartphone shipments fell 17% year-on-year in Q4 2022

Global smartphone shipments fell 17% year-on-year in the fourth quarter of 2022. Full-year shipments fell 11% in 2022 to approximately 1.2 billion units, reflecting an extremely challenging year for all suppliers. Apple regained the top spot in the fourth quarter and achieved its highest quarterly market share ever at 25%. Samsung ranked second with 20% market share but was the largest supplier throughout the year. Although Xiaomi's share fell to 11% in the fourth quarter, it remained in third place, mainly due to challenges in India. OPPO and vivo rounded out the top five, with 10% and 8% market share, respectively.

“Smartphone vendors struggled in a difficult macroeconomic environment throughout 2022. The fourth quarter was the worst quarter in a decade. The channel was very cautious about taking in new inventory, resulting in lower shipments in the fourth quarter,” said Canalys research analyst Runar Bjørhovde. “The holiday selling season helped reduce inventory levels, supported by strong promotional incentives from suppliers and channels. While demand at the mid- and low-end fell rapidly in previous quarters, high-end demand began to weaken in the fourth quarter. The market performance in the fourth quarter of 2022 is in stark contrast to the fourth quarter of 2021, when demand surged and supply issues eased.”

“Vendors will approach 2023 with caution, prioritizing profitability and protecting market share,” said Canalys research analyst Le Xuan Chiew. “Vendors are cutting costs to adapt to the new market reality. Strong partnerships with the channel are important to protect market share, as difficult market conditions for channel partners and vendors can easily lead to tough negotiations.”