Canalys: the smartphone market decreased by 3%, only Apple increased sales

The latest research by Canalys analysts indicates that smartphone shipments to the European market (excluding the Russian Federation) decreased by 3% year on year, amounting to 37.8 million units in the fourth quarter of 2023.

After falling behind Samsung for a long time, Apple returned to first place, increasing sales 1% year over year to 12.4 million units. Samsung took second place with a 12% decline in sales to 10.8 million units, which was offset by stable shipments of S-series models and mid-range A-series smartphones.

Xiaomi remained in third place, despite a decline of 10% to 6.0 million units thanks to positive dynamics in Central and Eastern Europe. Motorola and HONOR rounded out the top five with shipments of 2.0 million and 1.1 million units, posting extraordinary growth rates of 73% and 116% year over year, respectively.

Analysts believe Apple will try to take advantage of the upcoming upgrade cycle, including exploring new routes to market to ensure consumers can buy an iPhone. In Samsung’s case, the priority remains the premium S series and foldable devices, as well as testing a service-based subscription model.

Outside the top three, the manufacturer landscape has changed significantly in 2023.