Apple And Samsung Lost Market Share To A Phone Brand You've Never Heard Of
According to Canalys, global smartphone sales were around 300 million in the third quarter of 2023, down 1% from last year.
Apple, Samsung and OPPO lost global market share compared to the third quarter of 2022.
Chinese phone brand TRANSSION occupied fifth place, which was previously occupied by Vivo.
This year, the biggest mobile phone brands saw global smartphone sales stagnate or lose, including popular brands like Samsung and Apple. But the relatively unknown Chinese smartphone manufacturer has climbed into the world's top 5, claiming that the number of phones sold is almost equal to the number of OPPO phones.
Tension, maker of Tecno, Itel and Infinix phones, jumped 50% from its 6% market share last year to 9% in 2023, while its biggest rivals lost ground.
According to Canalys' Q3 2023 sales report, Samsung and Apple lead total sales with market shares of 20% and 17%, but both will fall to levels of 22% and 18% from 2022. "Recovering" from a terrible first half of 2023. OPPO has been on a steady decline over the past two years, and BBK's Vivo brand has been missing the top five for years.
Overall, Canalys analysts say that compared to the third quarter of 2022, smartphone sales fell by only 1%, but compared to the decline of the smartphone market earlier this year, their decline is “slow” “thanks.” Regional recovery and demand.” To create new products.”
Founded in 2006, Transtion has expanded into Africa and differentiated itself from other Chinese phone makers by customizing its phones for users there. It sells phones in the Middle East and Latin America and recently entered India.
Its latest strategy is to sell reliable phones like Tecno Phantom V Flip at very low prices. The reviewer noted that by selling a gadget for $600, Tecno has "fundamentally democratized the gadget, significantly lowering the barrier to entry." It also showed off a concept smartphone at MWC this year, showing that Transition is willing to experiment with new form factors rather than imitate the competition.
We reviewed the Infinix GT 10 Pro, praising its hardware and design given its sub-$300 price tag, though it has a few remaining drawbacks.
The Q3 2023 report cites the interesting example of Samsung “reducing its exposure to the entry-level segment and focusing on profitability,” leaving room for brands like Transition to focus on “emerging markets.”
“These short-term victories could turn into more sustainable successes in the long term if Xiaomi and TRANSSION play their cards right,” the report concludes.
Apple, which released the iPhone 15 series eight days before the end of the quarter, benefited from pre-orders in the previous quarter, but is guaranteed to gain share in the following quarter. However, after Apple's market share increased last year following the sale of the iPhone 14 Pro, it looks like Apple will be back down to earth a bit this year.
Meanwhile, Samsung will have to rely on Galaxy S23 FE and Black Friday sales until early 2024 and the launch of the Galaxy S24. OPPO will have to hope that the launch of the OnePlus 12 and Find N3 Flip helps it achieve success before the end of the year.
