After nine consecutive quarters of decline due to the pandemic, the global phone market is finally showing signs of recovery. According to the latest data from Omdia, Apple has emerged as the world’s largest cell phone maker, shipping 232.6 million iPhones in 2023. Samsung, the previous leader, came second with 225.3 million units. Apple’s iPhones also have a much higher average selling price, making it the most profitable phone maker in the world.
However, Apple is not the fastest growing phone company in the world. That title belongs to Huawei, the Chinese giant that has been under US sanctions for years. Huawei surprised the world when it announced that it had developed its own processor for its Mate series, despite the restrictions on its access to chip technology. This boosted its popularity among Chinese consumers, who saw it as a symbol of national pride and innovation.
As a result, Huawei increased its market share by a staggering 64% in 2023, the highest growth rate of any phone company in the industry. This was mainly driven by its strong performance in China, the world’s largest phone market, where it gained customers from Apple and other rivals. Apple saw its sales drop by 12.9% in the fourth quarter in China, as many consumers switched to Huawei or other local brands.
Huawei’s growth, however, was not enough to secure it a spot in the top 10 global ranking, as it still faced challenges in selling its phones outside China, due to the lack of Google services and apps on its Android devices. Other Chinese phone makers, on the other hand, enjoyed robust sales in both domestic and international markets. Xiaomi, for example, became the world’s third largest phone maker and the biggest in China, with 146.7 million units shipped in 2023.
Oppo, another Chinese brand, ranked fourth globally with 102.5 million units, despite being involved in a patent dispute with Nokia that prevented it from selling in some major markets for two years. The dispute was finally resolved in January 2024, allowing Oppo to resume its sales in Europe and other regions. Oppo is known for its high-end phone specs that rival Samsung’s Galaxy series, as well as its innovative foldable phones that challenge Samsung’s dominance in this segment.
In fact, if we combine the sales of Oppo, vivo, Realme and OnePlus, which are all part of the same BBK holding company, we would get the world’s largest phone maker by far, surpassing both Apple and Samsung. These four brands have been offering consumers more choices and better value for money, as well as pushing the boundaries of phone design and technology. They have also been expanding their presence in emerging markets, such as India, Southeast Asia and Africa, where the demand for smartphones is still growing.