Canalys says smartphone customers are shifting their focus from the mid- to low-end

Infographic about the features of the iPhone 13 and 13 mini

The analyst firm Canalys has released some interesting data that shows prospective smartphone customers are shifting their attention away from mid-range phones to the low-end. It comes as budget devices become more capable and the cost of living makes customers reassess what they buy. There is one brand, though, still selling a high-end phone – you guessed it, Apple.

According to the data, worldwide smartphone shipments fell 9% year-over-year in Q2 2022. Samsung grabbed the highest market share at 21% thanks to its low-end A series of devices, and Apple was second at 17% as the iPhone 13 was still in high demand despite its price tag. Xiaomi, Oppo, and Vivo followed, but each lost between one and three percent market share year-over-year.

The full market share data is as follows:


Q2 2021 market share

Q2 2022 market share

Samsung 18% 21%
Apple 14% 17%
Xiaomi 17% 14%
Oppo 11% 10%
Vivo 10% 9%

Runar Bjørhovde, an analyst at Canalys, said that the slowdown in sales caused predominantly by inflation-ridden economies has made smartphone makers reassess their device portfolios. The analyst described the mid-range market as oversupplied and that we could see the focus shift to the low-end of the market.

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