SENNA

Apple Dethrones Samsung as Top Smartphone Maker

Apple is poised to reclaim the global smartphone market crown from longtime rival Samsung this year, according to analysts at Counterpoint Research.

The tech giant is expected to ship around 243 million iPhones in 2023, surpassing Samsung's projected 235 million handset sales. This would mark the first time since 2008 that Apple has outsold Samsung on an annual basis.

The unexpected surge in Apple's fortunes is being driven by the strong performance of its latest iPhone 17 series, launched in September. Counterpoint analysts forecast that Apple will capture 19.4% of the worldwide smartphone market this year, while Samsung's share will slip to 18.7%.

"Despite the Trump-era tariffs and the need to shift more production from China to India, Apple has managed to regain its momentum and wrestle back the top spot from Samsung," said Dan Ives, an analyst at Wedbush Securities.

The holiday shopping season will be critical in determining the success of the iPhone 17, but early indications are positive. In the U.S., Thanksgiving traditionally kicks off the busiest retail period of the year, and Apple is widely expected to be a top seller.

Samsung has faced its own challenges, including the lingering impact of the pandemic on consumer demand and supply chain disruptions. The South Korean conglomerate has also struggled to match the excitement and brand loyalty generated by Apple's latest iPhone lineup.

"Apple has just managed to pull off something that's been increasingly difficult in recent years - delivering a genuinely innovative and desirable flagship smartphone," said tech analyst Anshel Sag. "That's translated into a real sales boost at a time when the overall market remains fairly flat."

The battle for smartphone supremacy has major implications for the broader tech industry. Apple and Samsung not only dominate handset sales, but also exert outsized influence over the entire mobile ecosystem, from chips and components to app stores and services.

Regaining the top spot would be a symbolic victory for Apple, but also a strategic one. It would solidify the company's position as the premier destination for the world's most valuable mobile customers, bolstering its pricing power and ability to shape the industry's future direction.