Fresh insights from International Data Corporation (IDC) show Apple reclaiming the crown among the world’s leading smartphone makers as 2023 wrapped up, edging out Samsung for the top spot. Apple moved 234.6 million smartphones in 2023, marking a 3.7% year-over-year rise and capturing about 20.1% of the global market. This performance underscores Apple’s continued appeal in North American and other key markets, especially in the United States and Canada where strong brand loyalty and a steady cycle of device upgrades drive consistent demand.
In the fourth quarter alone, Apple shipped 80.5 million devices, up 11.6% from Q4 2022, signaling a robust finish to the year for the Cupertino giant and reinforcing momentum in premium segments and services that complement flagship devices.
Samsung held firm as the second-largest smartphone vendor, selling 226.6 million units in 2023, which represented a 13.6% decline from the previous year. Its market share came in at about 19.4%. IDC notes that Samsung has not led the global rankings since 2010, highlighting a shift toward a more Apple-centric leadership in several markets. For Canadian and American audiences, Samsung remains a critical alternative due to its broad product range, feature diversity, and strong 5G ecosystem.
Chinese manufacturer Xiaomi claimed third place with 145.9 million shipments in 2023. Although annual shipments were down 4.7%, the fourth quarter showed resilience with a 22.7% year-over-year rise to 40.7 million units. The quarterly rebound reflects a global demand pattern where discounting and mid-range choices helped sustain volumes during the holiday period, a trend visible to shoppers in North America who weigh value alongside performance.
OPPO and Transsion followed closely in fourth and fifth places, recording 103.1 million and 94.9 million shipments respectively. These figures illustrate how various regional players continue to compete for volume across different price tiers and geographies, including North American markets where carrier channels and unlocked devices influence distribution.
Overall, global smartphone shipments declined by 3.2% to 1.17 billion units in 2023, though the fourth quarter saw an 8.5% increase to 326.1 million units. This pattern mirrors a year of cautious consumer spending paired with ongoing demand for upgrades, particularly in premium and mid-range segments, as operators and retailers seek to maintain momentum into the next cycle.
On a side note, changes in government digital portals have continued to influence device usage patterns. For instance, the Gosuslugi portal experienced interruptions in its rollout on devices running the iOS operating system, a reminder of how software ecosystems and regulatory tech initiatives can impact user access and adoption across markets, including Canada and the United States.
Earlier research into digital behaviors—such as how Russians allocated time online in 2023—provides additional context for understanding global connectivity trends. These insights help frame how regional audiences in Canada and the United States interact with devices, apps, and online services, shaping expectations for future smartphone features, privacy controls, and ecosystem interoperability.