According to the latest report from our Wireless Smartphone Strategies (WSS) service, we predict global smartphone shipments will decline -7.8% YoY at 1.25 billion units in 2022. A mild rebound is expected in 2H 2023, making full year volume back to the upwards track with 2.7% annual growth rate next year.

Strategy Analytics has lowered 2022 and 2023 smartphone shipments forecast numbers from the previous version (June 2022), amid the ongoing Ukraine-Russia war / geopolitical tensions and the continued COVID disruption in China, as well as the cloudy global economy outlook. 

Samsung and Apple will remain the leadership with the improved market shares in 2022 and 2023, while many Chinese brands are facing strong headwinds. Samsung and Apple will outperform total market easily, but major Chinese brands would see double digit decline rate in 2022, except Honor, which we expect will maintain the upwards trajectory this year.