Holiday quarter results: Apple leads, demand down more than ever
Q4 2022 brought unpleasant results of -18.3% YoY in global smartphone shipments, which amounts to approximately 300.3 million units. Consumer demand is dropping, inventory is growing, while the level of market uncertainty – the key reason for the decline - doesn’t seem to be going down any time soon.
With its 24.1% share of the market, Apple is on top of the shipment list for Q4. The two next spots are held by Samsung and Xiaomi, respectively – 19.4% and 11%. Oppo and Vivo have the fourth and fifth spot in terms of global shipments.
The drop from Q3 to Q4 2022 is, ominously, the largest ever decrease between quarters. It also affected the overall figures for the year, contributing to a total decline of 11.3% for 2022.
Global shipments are calculated at 1.21 billion units for 2022, and the number is the lowest since 2013. The leaders need to work on making a 2.8% recovery this year, which is quite a feat while the downward trend is still in place. Consumers should keep an eye out for generous promotions in 2023 that will seek to sell more devices.