Global Smartphone Sales Rebound with 5% Growth in October, Ending 27-Month Decline

Emerging Markets, Huawei’s China Comeback, and Apple’s iPhone 15 Launch Drive Recovery

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The global smartphone market witnessed a significant rebound in October, marking a 5% year-on-year growth after facing a continuous decline for 27 months, according to data from Counterpoint Research. This resurgence was propelled by several factors, including the recovery in emerging markets, Huawei’s successful return in China, and the launch of Apple’s iPhone 15 series in September.

Counterpoint Research noted that the growth was particularly strong in emerging markets, with the Middle East and Africa experiencing continuous recovery, Huawei’s impressive performance in China, and the onset of the festive season in India. In contrast, developed markets with higher smartphone saturation showed a slower recovery.

Huawei, in particular, demonstrated remarkable growth among smartphone manufacturers in China during the third quarter. The release of its Mate 60 Pro smartphone in September generated significant consumer interest, especially due to its advanced chip. This contributed to Huawei’s swift recovery in the Chinese market.

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The report highlighted that October recorded the highest monthly smartphone sales since January 2022. The delayed launch of Apple’s iPhone 15 series, which took place in late September, also played a crucial role in boosting smartphone sales. The delayed launch allowed the full effect of the new iPhone sales to be felt in October, positively impacting the overall market.

Global smartphone sales have been facing challenges such as component shortages, inventory build-up, and longer replacement cycles. These issues, coupled with an uncertain macroeconomic environment, resulted in year-on-year declines in smartphone sales for more than two years.

Despite these challenges, the decline in global smartphone sales has been slowing down, as observed in the third quarter, with shipments falling only 1% compared to a 10% decline in the previous quarter, according to Canalys.

Samsung continued to lead the global smartphone market in the third quarter, securing a 20% share of total smartphone sales. Apple followed closely with a 16% market share, while Chinese brands Xiaomi, Oppo, and Vivo held shares of 12%, 10%, and 8%, respectively.

Counterpoint Research anticipates further growth in the global smartphone market in the fourth quarter. The strong growth observed in October is expected to set the market on a path to gradual recovery in the coming quarters, signaling a positive outlook for the industry.