Global smartphone market to hit decade low in 2023 but Apple could take top spot, research shows

Published

2 years ago

August 17, 2023

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Photo taken on Aug. 14, 2023 shows iPhones at an Apple store in Hangzhou, East China’s Zhejiang province. On the same day, data released by TechInsights showed that Apple’s iPhone sales in China surpassed the United States for the first time in the second quarter of 2023, becoming the largest single market for iPhone shipments.

Costfoto | Nurphoto | Getty Images

Global smartphone shipments this year are on track to be the worst in a decade, Counterpoint Research said in a report on Thursday, as the market is dragged down by the U.S. and China.

However, Apple could become the biggest player in smartphones this year by shipments, as its high-end iPhone sales remain resilient, the report added.

Measuring expected demand, shipments are not equivalent to sales and represent the number of devices that smartphones vendors send to retailers.

Counterpoint Research said it expects smartphone shipments in 2023 to decline 6% year-on year to 1.15 billion devices.

“Asia is one of the major hurdles to positive growth, as headwinds halt the economic turnaround anticipated for China at the start of the year, and the broader region experiences intensifying declines across emerging markets,” Counterpoint said in its report.

China’s economy this year has sputtered and not lived up to expectations of a rapid recovery, while consumers remain cautious on spending.

Chinese smartphone purchases, which used to average 450 million devices a year at their peak, have shrunk to 270 million per year — contributing as a major cause behind the decline in global smartphone sales, Karn Chauhan, senior analyst at Counterpoint Research told CNBC via email.

North America continues to dampen the global recovery, with a “disappointing” first half of the year setting the region up for double-digit full-year declines, Counterpoint’s report said.

“Despite strength in the jobs market and inflation falling, consumers are hesitant to upgrade their devices, pushing replacement rates for the US and globally to record highs,” the research firm said.

‘Apple in a good spot’

The premium end of the market with higher priced devices has remained quite resilient, despite a fall in overall smartphone shipments.

Apple is gearing up to launch its next flagship smartphone — the iPhone 15 — in September. That could give the company a strong showing going into the end of the year, Counterpoint said.

“But we’re watching Q4 (fourth quarter) with interest because the iPhone 15 launch is a window for carriers to steal high-value customers. And with that big iPhone 12 installed base up for grabs promos are going to be aggressive, leaving Apple in a good spot,” Jeff Fieldhack, research director for North America at Counterpoint Research, said in a press release.

Chauhan said the analyst firm expects Apple shipments to be up “marginally” year-on-year, given demand in markets like China and other Asian countries where there is a “growing premiumization trend” — meaning that people are willing to pay a higher price for phones.

Apple’s iPhone range helps Apple play in the premium segment of the smartphone market.

Counterpoint Research said that the U.S. company could this year take the top spot globally in terms of annual shipments for the first time ever. Samsung was the biggest player by market share in the second quarter of the year.

“It’s the closest Apple’s been to the top spot. We’re talking about a spread that’s literally a few days’ worth of sales,” Fieldhack said. “Assuming Apple doesn’t run into production problems like it did last year, it’s really a toss up at this point.”

Apple has made a push into new markets, with India being a focal point for the company in 2023, as it tries to capitalize on local consumers’ appetite for premium devices. The U.S. company opened its first physical stores in India this year, with CEO Tim Cook visiting the country.

Apple’s ability to grow in the market will also factor into whether it ends up as the number one smartphone maker this year, according to Chauhan.

“The reception of the iPhone 15 and growth in non-core iPhone markets will decide if Apple surpasses Samsung at the full-year level or not,” Chauhan told CNBC.

Technology

SpaceX aims for $800 billion valuation in secondary share sale, WSJ reports

Published

7 hours ago

December 6, 2025

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SpaceX aims for 0 billion valuation in secondary share sale, WSJ reports

Dado Ruvic | Reuters

Elon Musk’s SpaceX, is initiating a secondary share sale that would give the company a valuation of up to $800 billion, The Wall Street Journal reported Friday.

SpaceX is also telling some investors it will consider going public possibly around the end of next year, the report said.

At the elevated price, Musk’s aerospace and defense contractor would be valued above ChatGPT maker OpenAI, which wrapped up a share sale at a $500 billion valuation in October.

SpaceX has been investing heavily in reusable rockets, launch facilities and satellites, while competing for government contracts with newer space players, including Jeff Bezos‘ Blue Origin. SpaceX is far ahead, and operates the world’s largest network of satellites in low earth orbit through Starlink, which powers satellite internet services under the same brand name.

A SpaceX IPO would include its Starlink business, which the company previously considered spinning out.

Musk recently discussed whether SpaceX would go public during Tesla‘s annual shareholders meeting last month. Musk, who is the CEO of both companies, said he doesn’t love running publicly traded businesses, in part because they draw “spurious lawsuits,” and can “make it very difficult to operate effectively.”

However, Musk said during the meeting that he wanted to “try to figure out some way for Tesla shareholders to participate in SpaceX,” adding, “maybe at some point, SpaceX should become a public company despite all the downsides.”

WATCH: What retail investors should know about OpenAI and SpaceX

Technology

Judge finalizes remedies in Google antitrust case

Published

8 hours ago

December 5, 2025

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Judge finalizes remedies in Google antitrust case

The logo for Google LLC is seen at the Google Store Chelsea in Manhattan, New York City, U.S., November 17, 2021.

Andrew Kelly | Reuters

A U.S. judge on Friday finalized his decision for the consequences Google will face for its search monopoly ruling, adding new details to the decided remedies.

Last year, Google was found to hold an illegal monopoly in its core market of internet search, and in September, U.S. District Judge Amit Mehta ruled against the most severe consequences that were proposed by the Department of Justice.

That included the proposal of a forced sale of Google’s Chrome browser, which provides data that helps the company’s advertising business deliver targeted ads. Alphabet shares popped 8% in extended trading as investors celebrated what they viewed as minimal consequences from a historic defeat last year in the landmark antitrust case.

Investors largely shrugged off the ruling as non-impactful to Google. However some told CNBC it’s still a bite that could “sting.”

Mehta on Friday issued additional details for his ruling in new filings.

“The age-old saying ‘the devil is in the details’ may not have been devised with the drafting of an antitrust remedies judgment in mind, but it sure does fit,” Mehta wrote in one of the Friday filings.

Google did not immediately respond to a request for comment. The company has previously said it will appeal the remedies.

In August 2024, Mehta ruled that Google violated Section 2 of the Sherman Act and held a monopoly in search and related advertising. The antitrust trial started in September 2023.

In his September decision, Mehta said the company would be able to make payments to preload products, but it could not have exclusive contracts that condition payments or licensing. Google was also ordered to loosen its hold on search data. Mehta in September also ruled that Google would have to make available certain search index data and user interaction data, though “not ads data.”

The DOJ had asked Google to stop the practice of “compelled syndication,” which refers to the practice of making certain deals with companies to ensure its search engine remains the default choice in browsers and smartphones.

The judge’s September ruling didn’t end the practice entirely — Mehta ruled out that Google couldn’t enter into exclusive deals, which was a win for the company. Google pays Apple billions of dollars per year to be the default search engine on iPhones. It’s lucrative for Apple and a valuable way for Google to get more search volume and users.

Mehta’s new details

In the Friday filings, Mehta wrote that Google cannot enter into any deal like the one it’s had with Apple “unless the agreement terminates no more than one year after the date it is entered.”

This includes deals involving generative artificial intelligence products, including any “application, software, service, feature, tool, functionality, or product” that involve or use genAI or large-language models, Mehta wrote.

GenAI “plays a significant role in these remedies,” Mehta wrote.

The judge also reiterated the web index data it will require Google to share with certain competitors.

Google has to share some of the raw search interaction data it uses to train its ranking and AI systems, but it does not have to share the actual algorithms — just the data that feeds them.” In September, Mehta said those data sets represent a “small fraction” of Google’s overall traffic, but argued the company’s models are trained on data that contributed to Google’s edge over competitors.

The company must make this data available to qualified competitors at least twice, one of the Friday filing states. Google must share that data in a “syndication license” model whose term will be five years from the date the license is signed, the filing states.

Mehta on Friday also included requirements on the makeup of a technical committee that will determine the firms Google must share its data with.

Committee “members shall be experts in some combination of software engineering, information retrieval, artificial intelligence, economics, behavioral science, and data privacy and data security,” the filing states.

The judge went on to say that no committee member can have a conflict of interest, such as having worked for Google or any of its competitors in the six months prior to or one year after serving in the role.

Google is also required to appoint an internal compliance officer that will be responsible “for administering Google’s antitrust compliance program and helping to ensure compliance with this Final Judgment,” per one of the filings. The company must also appoint a senior business executive “whom Google shall make available to update the Court on Google’s compliance at regular status conferences or as otherwise ordered.”

This is breaking news. Check back for updates.