According to analytics firm Canalys, the North American smartphone market experienced the fourth quarter of a drop in shipments, declining by 11.2% year-on-year to 34.6 million units in the first quarter of 2023. At the end of the three-month period, Apple is the undisputed market leader in the region with a share of 59%, which is 8 percentage points more than in the first quarter of 2022.
Difficult economic conditions and inflation in the US market have led to a decrease in consumer demand, especially in the segment of budget smartphones costing less than $ 200. At the same time, in the segment of premium devices worth more than $800, there is a steady growth, due to which the average cost of a unit sold in the North American smartphone market in the first quarter reached an all-time high of $790, while a year earlier this figure was $671.
The share of the South Korean company Samsung in the North American smartphone market fell to 23% in the first quarter compared to the same period last year. Motorola closes the top three with a market share of 7%. The top five also included Google Pixel (4%) and TCL (3%) smartphones. OnePlus and Nokia each occupy 1% of the market and have ambitious plans to approach the top five this year.
The Canalys report notes that during the reporting period, Apple managed to strengthen its position. Seven iPhone models entered the top 10 of the market, with the iPhone Pro and Pro Max models accounting for 45% of total shipments. "Thanks to Apple and Samsung, the market segment of $800 and above grew by 32.9% compared to last year, which is in stark contrast to the dismal market as a whole. Despite the duopoly in the premium market, competitors are still looking to break into this segment with premium devices, specifically motivated to differentiate through additional characteristics such as ecosystem integration, connectivity, brand reliability and increased security, "said Canalys analyst Lindsey Upton.
According to Canalys' latest forecast, published in May, the North American smartphone market will shrink by 5.4% this year. While the low-end sub-$200 segment will continue to face pressure, the lower-end segment of devices over $600 is likely to shrink by 2020.3% year-on-year for the first time since 5.
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