Global smartphone shipments have reached a decade low with a ninth consecutive quarter decline in Q3. Analysts are predicting a bounce back in Q4 due to the festive season. Apple’s Q3 2023 shipments declined 9% compared to the previous year, while Samsung continues to lead the market.

According to a report Counterpoint Research, there was an 8% decline in global smartphone shipments in Q3 2023 compared to the previous year. However, there was a 2% quarter-on-quarter growth, which is seen as a positive sign for the upcoming quarter.

Counterpoint Research predicts that the momentum will continue until the end of the year, with the release of the iPhone 15 series and the festive season in India, followed the 11.11 sales event in China, and ending with Christmas and end-of-year promotions.

Samsung, despite its decline in market share, still holds the lead in the smartphone market. In Q3 2023, Samsung reported a 13% decline in market share, dropping from 21% in Q3 2022 to 20%. The company’s Galaxy A series performed well, but its foldable phones, the Galaxy Z Fold 5 and Galaxy Z Flip 5, received a mixed response.

Apple also experienced a decline in shipments, with a 9% decrease in Q3 2023 compared to the previous year. The delayed deliveries of the iPhone 15 have been cited as one of the reasons for this decline.

Chinese smartphone makers Xiaomi, Oppo, and Vivo also reported a decline in sales. Xiaomi’s sales declined 15%, while Oppo and Vivo experienced declines of 15% and 14% respectively.

Despite expectations of increased shipments in Q4, overall smartphone shipments in 2023 are expected to reach a decade low. This shift is attributed to changes in device replacement patterns, particularly in developed markets. Increased support for smartphones from companies like Apple, Samsung, and Google, such as Google’s Pixel 8 series with seven years of Android and security updates, could be influencing these patterns.

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