According to the latest report from Canalys, as reported by Computer Hoy, Xiaomi emerged as the top-selling smartphone brand in Spain in 2023, surpassing both Samsung and Apple. Despite this, Apple managed to secure the third position in sales, marking a significant achievement. Notably, Apple witnessed growth in the last quarter of the year, distancing itself from competitors such as OPPO and TCL. With Samsung gradually closing the gap with Xiaomi, the dynamics could change in 2024. Will Apple manage to clinch the second position?
International Sales Trends and Contraction in Spain
While international sales trends remain favorable, Spain experienced a notable decline of 7% in smartphone sales between October and December 2023. Despite a strong holiday season campaign, this drop is considerable, especially when compared to the global market’s 4% reduction and an 8% decline in Spain compared to 2022.
On a global scale, Apple retained its position as the bestselling brand in 2023, with the iPhone 14 Pro Max leading the pack. Notably, seven out of the top 10 bestselling smartphones were iPhones. However, the scenario differs in Spain, where Xiaomi dominates with a 32% market share.
Market Share Dynamics and Performance
Samsung holds a 30% market share in Spain, with both leading brands witnessing a 9% decline compared to 2022. Apple currently commands a 13% market share, a respectable figure considering it experienced the lowest decline among the top 3 brands, with a one percentage point decrease. Benefiting from the holiday season, Apple sold 480,000 mobile phones, marking a 13% increase compared to the same period in 2022.
Other brands maintain a 13% market share collectively, including Honor, Realme, Google, Vivo, and Motorola. Among these, Honor experienced the highest growth, surging by 98% compared to 2022.
Can Apple Close the Gap in Spain?
In 2024, Apple is more likely to secure the third position than to catch up with Xiaomi and Samsung. Considering the high sales figures of its competitors, this remains a challenging task. In the last quarter of 2023 alone, Xiaomi sold 919,000 mobile phones, experiencing a 19% decline compared to the same period in 2022. Samsung, on the other hand, sold 900,000 units, closely trailing Xiaomi despite a 12% decline from 2022 sales.
The success of the iPhone 16 models hinges on whether users perceive the necessary changes. Without meeting customer expectations, Apple may struggle to ascend to a hypothetical second position. Recent data indicates declining satisfaction levels with Apple’s iPhone 15 Pro models, which have been overshadowed by Samsung’s new Galaxy S24 series. In this context, the comparison between the iPhone 15 and Galaxy S24 series becomes crucial. Will Apple manage to maintain its position among the top contenders?