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iPhone Secures Half the Global Smartphone Market Revenue as Industry Faces a Slight Decline

In a year marked by economic fluctuations, the global smartphone market witnessed a slight downturn in revenue, contracting by 2% to just under $410 billion. Despite this, Apple’s iPhone emerged more dominant than ever, claiming an unprecedented 50% share of global smartphone revenues, a record high for the company. This performance underscores a significant shift towards premium smartphones, with Apple leading the charge amidst a broader market contraction.

Key Highlights:

  • Global smartphone market revenues dipped by 2% in 2023, reaching just below $410 billion.
  • Shipments also saw a 4% decline, totaling 1.17 billion units.
  • Apple achieved a historic 50% revenue share in the global smartphone market.
  • The average selling price (ASP) for smartphones globally increased to $350.
  • Premium smartphone shipments, including foldables and high-end models like the iPhone, grew by 8%.

apple set to end 2023 with 7 market share for iphones in android dominated india

Market Dynamics and Apple’s Unprecedented Growth

A Shifting Landscape:

The global smartphone industry’s slight revenue decline contrasts with the notable 2% growth in the average selling price (ASP) of smartphones, reaching a milestone of $350 for the first time. This increase in ASP reflects a growing consumer preference for more premium devices, despite the overall reduction in market volume.

Apple’s Dominance:

Apple not only maintained but strengthened its position in the global smartphone market, capturing half of the total revenue. This achievement is attributed to the brand’s success in premiumizing its product lineup, with a significant portion of its smartphones selling at wholesale prices above $600. Counterpoint Research highlights that Apple’s stronghold in the market is further solidified by its highest-ever annual revenue share, driven by strong sales of its premium devices and innovative features like GenAI.

The Premium Market’s Resilience:

The resilience of the premium smartphone segment, which saw an 8% growth, starkly contrasts with the double-digit declines experienced by non-premium segments. Apple’s strategy, focusing on high-end, feature-rich models, has paid dividends, enabling it to usurp Samsung as the largest player in terms of shipments for the first time over a full year. This trend is not only confined to established markets like the US but is also evident in significant gains across emerging markets, including India, the Caribbean, Latin America, and the Middle East and Africa.

Challenges and Opportunities:

Despite these gains, the smartphone market faces challenges, notably from the resurgence of competitors like Huawei, especially in China. However, Apple’s revenue super cycle, buoyed by ecosystem stickiness and a trend towards premiumization, has allowed it to navigate these challenges effectively, crossing an annual revenue threshold of $200 billion.


As the global smartphone market navigates through economic uncertainties and shifting consumer preferences, Apple’s strategic positioning and focus on premium devices have enabled it to capture a significant share of market revenues. While the overall market has seen a downturn, the demand for high-end smartphones remains strong, with Apple leading the way and setting new benchmarks for success within the industry.This article encapsulates the pivotal moments of the smartphone market in 2023, highlighting the resilience of premium segments and the strategic victories of market leaders like Apple. As we move forward, it will be intriguing to see how these trends evolve and shape the future of the global smartphone landscape.


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