According to the latest report published by the research institute Canalys, the global smartphone industry recorded a relatively weak performance in the third quarter of 2022. According to Canalys Institute, the low demand for smartphones during the third quarter of this year has caused their sales to decrease by 9 percent compared to the same period last year. Thanks to the success of the iPhone 13 and iPhone 14 series, Apple was the only company that was able to increase the sales of its phones compared to the same period of the previous year. Therefore, among the top 5 smartphone manufacturers, Apple is the only brand that has managed to increase its phone sales during the third quarter of 2022.
Despite the 8% decrease in Samsung smartphone sales during the third quarter of 2022, the company still held the title of the top smartphone manufacturer by selling 64.1 million phones between July and September. Thus, the share of this Korean brand in the smartphone market remained at 22%. Apple sold 53 million iPhones during this period and stood in second place. This American manufacturer managed to increase its smartphone sales by 8% compared to the same period last year. Apple now has an 18% share of the global smartphone market.
Xiaomi came in third place. This Chinese brand, like Samsung, saw an 8% drop in its smartphone sales during the third quarter of this year. This company took a 14% share of the global smartphone market by selling 40.5 million smartphones. Oppo won the fourth place; Although this brand saw the largest decline in smartphone shipments during the third quarter of 2022, despite a 22% drop in the sale of its phones. As a result, the sales of Oppo phones during this period reached 28.5 million units, and the Chinese brand acquired a 10% share of the global smartphone market.
Vivo ranked fifth. This company managed to sell 27.4 million smartphones in the third quarter of 2022; A figure that shows a 20% drop compared to the same period last year. Thus, Vivo took a 9% share of the global market. The total number of smartphones sold during the third quarter of 2022 was equal to 297.8 million units; A figure that shows a 9% drop compared to the sale of 325.6 million units of smartphones in the third quarter of 2021.
Samsung was still recognized as the top smartphone seller in the world during the third quarter of 2022.
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Runar Bjorhovde; The Canalys Research analyst claims that sales growth can be seen only in the high-end product segment of the market. According to him, Apple has achieved its highest historical market share during the third quarter of the year. This success is due to the remarkable acceptance of iPhone 13 and iPhone 14 series phones by customers. Obviously, the high popularity of the iPhone 14 Pro and iPhone 14 Pro Max models with a higher average selling price has significantly contributed to the stable growth of Apple’s revenues.
The Canalys analyst continues: “In the Android phone segment, Samsung has also updated its foldable device collection and launched significant marketing initiatives to increase customer interest and boost demand for its new flagships.” The demand for mid-range to low-end models has decreased and this has made it challenging for sellers to move in a competitive environment. In such a situation, Xiaomi succeeded in compensating for the decrease in the sales of its products in the Chinese market by releasing its revised series of products in the global markets. Oppo and Vivo brands are still significantly affected by the stagnation in the Chinese market; But there are small signs of improvement for both brands.”
The outlook for the fourth quarter of 2022 is the worst in a decade
Toby Zhou; The Canalys analyst is concerned that the fourth quarter of 2022 will become the darkest period in the smartphone industry in a decade as a result of global disruptions. He points out that due to the upcoming winter season, manufacturers have reduced their production goals and brands that remain in good condition during this 3-month period; They will achieve a favorable position in the long run.
Sanyam Chaurasia; The analyst of Canalys Institute has investigated the global aspects of the smartphone industry. This analyst notes in a note: “The performance of the Europe and Asia Pacific market during the third quarter of 2022 has been more favorable compared to other parts of the world. The ban on the export of smartphones to Russia did not significantly reduce the sales of these products in the European market. In such a situation, Chinese manufacturers used short-term opportunities to supply their products to a market that was struggling with the problem of lack of supply in the past 3 months.
He further mentioned that the amount of product diversity in the market of the Asia Pacific region was very impressive compared to other regions; But the continuous increase in demand in the countries of India, Indonesia and the Philippines helped to stabilize the performance of the smartphone market in this region. Carrier-dominated markets such as North America and Latin America took a more cautious approach to inventory management ahead of the holiday season. Meanwhile, during the third quarter of 2021, a much more optimistic attitude prevailed on the market.
Although this report seems somewhat disappointing; But apparently, among the top 5 smartphone manufacturers during this period, Apple is the only company that, despite the economic and political factors ruling the world that decrease the supply of smartphones; It still managed to increase the sales of iPhones. But thanks to Apple’s efforts, the market situation could change next year. The possible redesign of the iPhone 15 series, the unveiling of the iPhone 15 Ultra as a replacement for the Pro Max series and the use of the USB-C port instead of the dedicated Lightning port can not only be transformative for Apple; Rather, they will probably change the state of the entire smartphone industry.