Smartphone Use: Samsung Losing, Apple Gaining

Apple becoming the biggest global seller of smartphones in 2023 after overtaking Samsung is mirrored in Statista Consumer Insight survey data. According to tens of thousands of respondents from around 20 countries, having an Apple smartphone became more prevalent recently. While in 2021, 26.9 percent said they primarily used an Apple device, this was up to 35.3 percent in 2023 as the American manufacturer seems to be delivering the right combination of user experience and status symbol appeal.

Samsung's user numbers meanwhile decrease somewhat, slipping below 30 percent in 2023. Chinese manufacturers Huawei and Xiaomi only reached a combined 13 percent of respondents from mostly developed nations in the 20-country sample. Especially Huawei has seen its market share shrink over the past three years. In a truly global perspective and looking only at 2023 shipments, two more Chinese manufacturers - Oppo and Transsion - have actually become the most successful from the country. The latter has a large focus on the African continent with brands like Itel and Tecno.