A report by market research firm Canalys said that global smartphone shipments declined by 9 percent in the second quarter of 2022, the first decline in the smartphone market since the second quarter of 2020. Samsung remained the top brand worldwide, followed by Apple taking 21 percent and 17 percent market share respectively.
“The global smartphone market is facing a second period of decline in shipments after a brief recovery in 2021, and a sudden drop in demand is affecting major vendors,” said Canalys Research Analyst Runner Björhovde. “Despite 6% annual growth, Samsung’s shipments fell 16% last quarter as the seller struggled with unhealthy inventory levels, especially in the mid-range. Samsung is emphasizing aggressive pricing strategies and heavy promotions for its low-end A series, leveraging cost-effective ODM production to stimulate consumer demand in the mass market. In the premium segment, Samsung focused on focusing on foldable phones and the S series as a profit driver in developed markets. Meanwhile, solid demand for the iPhone 13 series in North America, China and Europe has enabled Apple to grow despite the odds. The high end has proven relatively resilient during recessions, while promotion and financing options have helped with affordability,” Björhovde said.
During the second quarter of 2022, Samsung shipped a total of 61.8 million units, registering a growth of 6 percent. Apple, on the other hand, shipped 49.5 million devices, registering a growth of 8 percent year-on-year. Xiaomi followed Samsung and Apple with 39.6 million shipments, a 25 percent drop in the company’s numbers compared to the second quarter of 2021. Competitor Oppo shipped 27.3 million units, but that’s also down 22 percent from Oppo’s 34.9 million shipments a year ago.
Vivo was the fifth largest brand according to the Canalys report, shipping 25.4 million devices, but still saw a 19 percent drop from its numbers last year. Apart from these, other brands shipped a total of 83.9 million units, giving the rest of the brands a combined market share of 29 per cent. That’s still a 10 percent drop from last year’s numbers.
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