iPhone pulled in its highest-ever Q2 share of the global smartphone market, according to an analysis firm. Apple’s total shipments were down, just not down as much as shipments of Androids from rival handset-makers.
The good news for Apple is that consumers around the world are more interested in premium smartphones than ever before.
Q2 2023 was not great for global smartphone market
The world smartphone market has slowed as it matures. Smartphones already do virtually everything needed — or possible — so many consumers don’t see a reason to upgrade as quickly as they did in the past. And other buyers are turning to the refurbished market.
As a result, iPhone shipments experienced a 2% year-over-year decline during the April-through-June period, according to new figures from Counterpoint Research.
But that’s better than Apple’s competitors. Samsung smartphone shipments plummeted 12%. Other Android-makers like Xiaomi (-12%) and Vivo (-17%) saw their own large downturns, pulling the global market down 8% year over year.
Still, Counterpoint says Samsung stayed on top with 22% of the world market in Q2 2023. Apple has 17%, up 1% from the previous year.
In North America, the situation is very different. Apple owns 59% of the market in this area, while Samsung ekes out just 23%, according to the most recent data from Canalys.
Boost in premium handsets bucks the trend
It might seem like inflation and economic worries around the globe would cause a drop in sales for the most expensive handsets, but the opposite is happening. Sales of premium smartphones grew in Q2 2023 — the only segment to do so, according to Counterpoint.
“The premium segment ($600+ wholesale price), however, continues to grow immune to broader constraints, as the mature consumer is opting for a superior experience, supported by the easy availability of finance options across key geographies,” said Ankit Malhotra, an analyst with Counterpoint.
Premium smartphones reportedly made their highest-ever contribution to the overall market in Q2 2023. More than 20% of all smartphones sold in the April-through-June period were in this price segment. That benefits Apple, as a majority of its handsets are premium ones.
