Global smartphone shipments for the July-September period totaled 297.8 million units according to the latest Canalys Smartphone Analysis report. The figure represents a 9% decline from the third quarter of 2021 (325.6 million shipments) and is the third consecutive quarter of decline in smartphone shipments.
Third-quarter smartphone shipments in Europe and Asia Pacific outperformed other regions with improved demand in India, Indonesia and the Philippines. Despite market trends, the premium segment saw strong demand for Apple and Samsung flagships, while demand for mid-range and entry-level devices was once again weak.
Samsung maintained its leading position with 64.1 million shipments and 22% market share with large trade-in promotions for its Galaxy S series and the introduction of its new line of foldable smartphones. Apple came in second with 53 million shipments and an 18% share of the global market.
| Worldwide Smartphone Shipments and Annual Growth | Impulse of the Canalys smartphone market: 3rd quarter 2022 | |||||
| Salesperson | Shipments in the third quarter of 2022 (millions) | Market share in the third quarter of 2022 | Shipments in the third quarter of 2021 (millions) | Market share in the third quarter of 2021 | Annual growth |
| SAMSUNG | 64.1 | 22% | 69.4 | 22% | -8% |
| Apple | 53.0 | 18% | 49.2 | 16% | + 8% |
| Xiaomi | 40.5 | 14% | 44.0 | 14% | -8% |
| Oppo | 28.5 | 10% | 36.7 | 12% | -22% |
| I live | 27.4 | 9% | 34.2 | 11% | -20% |
| Other | 84.3 | 27% | 92.1 | 25% | -6% |
| Total | 297.8 | 100% | 325.6 | 100% | -9% |
| Notes: Figures in the tables rounded to the first decimal place Source: Canalys Smartphone Analysis (sell-in shipments), October 2022 |
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Cupertino has seen strong demand for its new iPhone 14 series and is the only company in the top five to record positive annual growth. Xiaomi recorded 40.5 million shipments and a market share of 14%, followed by Oppo (28.5 million) and vivo (27.4 million).
Looking ahead to the fourth quarter, Canalys analysts expect lower OEM order targets and slow inventory turnover. The outlook is bleak and the suppliers with the best strategies to manage the current economic downturn will be those well positioned over the long term.
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