Samsung Electronics is projected to reclaim its position as the leading smartphone manufacturer this year, four years after losing the title to Apple.
On August 21, Bloomberg reported, citing data from global market research firm Counterpoint Research, that global smartphone shipments are expected to decline by 14.3% this year due to a shortage of memory supply and subsequent price increases. However, Samsung is anticipated to achieve a remarkable 0.8% increase in shipments compared to last year, thanks to its advanced supply chain and mature distribution network. This could allow Samsung to regain the top spot in the smartphone market, which it has ceded to Apple for three consecutive years since 2023.
Indeed, Samsung's Galaxy Z Fold 8 series pre-sales, which ran until August 3, reached 1.44 million units, marking the highest pre-order volume for Samsung smartphones despite the price hikes.
Yang Wang, a senior researcher at Counterpoint Research, stated, "Samsung's return to the top of the smartphone market is due to its internal component production capabilities, extensive product portfolio, and strong relationships with carriers and retailers."
In contrast, Apple, like Samsung, has maintained significant sales support despite price increases, but its outlook for this year appears more conservative. Apple is expected to officially unveil Siri AI, which incorporates artificial intelligence features, and a foldable iPhone this fall, but the likelihood of a major upgrade boom is considered low. Yang noted, "While foldable phones and on-device AI will support product differentiation and premiumization, they are unlikely to create a supercycle that significantly boosts shipments."
Additionally, aside from Samsung, Huawei, which has built its own hardware supply chain despite U.S. sanctions, is expected to continue its significant growth. However, Chinese smartphone manufacturers like Oppo, Vivo, and Honor, which focus on low-cost models, are projected to see their shipments decline by as much as 34% this year, according to Counterpoint Research. Yang remarked, "Major Chinese smartphone manufacturers are expected to face considerable pressure in terms of shipments, and the ongoing downturn in the market is likely to accelerate industry consolidation, which remains Counterpoint's baseline scenario."
Counterpoint Research forecasts that global smartphone shipments will continue to decline until 2027, before entering a recovery phase starting in the following year.
* This article has been translated by AI.
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