In October, global smartphone sales increased, breaking a 27-month decline trend on a year-on-year basis, according to data from recent research. In November, sell-through transactions, or retail sales volumes, grew 5% YoY. The recovery was led by emerging markets, including the Middle East and Africa, Huawei’s return to China, and the onset of the festive season in India.
Developed markets with higher smartphone saturation experienced a slower recovery. Huawei recorded the fastest growth among smartphone makers in China in Q3 after releasing its Mate 60 Pro smartphone in September. November marked the highest monthly smartphone sales since January 2023.
The launch of Apple’s iPhone 15 series in late September also boosted smartphone sales. Component shortages, inventory build-up, and longer replacement cycles have impacted global smartphone sales. The uncertain macroeconomic environment further exacerbated the decline, with global smartphone sales decreasing YoY for over two years.
Tech research firm Canalys noted that the decline in global smartphone sales was slowing, with Q3 shipments falling just 1% compared to a 10% decline in the previous quarter. Samsung led the global smartphone market in Q3 with a 20% share of total sales, followed by Apple, Xiaomi, Oppo, and Vivo. Counterpoint Research anticipates further growth in the global smartphone market in Q4 2023, setting the stage for a gradual recovery in the coming quarters.