Apple’s iPhone sees year-over-year sales decline of 14.9%

Worldwide smartphone shipments declined 18.3% year-over-year to 300.3 million units in the fourth quarter of 2022 (4Q22), according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker. 

Apple sold 72.3 million iPhones in the fourth quarter of 2022 for 24.1% global smartphone market share. That compares to sales of 85 million and 23.1% market share in the first quarter of 2021. That’s a year-over-year change of -14.9%.

Other vendors fared even worse. Samsung saw an annual decline of 15.6%, Xiaomi, a decline of 26.3%, OPPO a decline of 15.9%, and Vivo a decline of 18.9%

The year-over-year drop marks the largest-ever decline in a single quarter and contributed to a steep 11.3% decline for the year. 2022 ended with shipments of 1.21 billion units, which represents the lowest annual shipment total since 2013 due to significantly dampened consumer demand, inflation, and economic uncertainties, according to IDC. This tough close to the year puts the 2.8% recovery expected for 2023 in serious jeopardy with heavy downward risk to the forecast, adds the research group.

“We have never seen shipments in the holiday quarter come in lower than the previous quarter. However, weakened demand and high inventory caused vendors to cut back drastically on shipments,” said Nabila Popal, research director with IDC’s Worldwide Tracker team. “Heavy sales and promotions during the quarter helped deplete existing inventory rather than drive shipment growth. Vendors are increasingly cautious in their shipments and planning while realigning their focus on profitability. Even Apple, which thus far was seemingly immune, suffered a setback in its supply chain with unforeseen lockdowns at its key factories in China. What this holiday quarter tells us is that rising inflation and growing macro concerns continue to stunt consumer spending even more than expected and push out any possible recovery to the very end of 2023.”