In Q3 2022, Samsung had small shipment fall YoY. However, the Korean giant still outperformed the smartphone market average and held its leadership globally. Its ASP remained at relatively high level. Excluding the exchange rate impact, its handset wholesale ASP and revenue actually had double-digit YoY growth. According to our Smartphone Model Tracker (SMT) service, Samsung's entry-level models accounted less YoY for the total volume share.

In each Q3, Samsung draws market attention by its latest foldable line-up. This year Samsung launched Z Fold 4 and Z Flip 4 on schedule. Z Fold 4 and Z Flip 4 provide longer battery life while Z Flip 4 is even lighter than its predecessors with slimmer hinge design. According to our SMT service, the 4th generation of smartphones indeed boosted Z series' share QoQ, however, their growth did not meet industry and Samsung's own expectation in this quarter. There are multiple reasons. For example, Samsung is facing intensified competition from Chinese OEMs in this segment and many apps are not optimised to fully release the hardware potential and enhance the user experience of foldable phones.

In terms of all six regions, Samsung only had YoY volume growth in Western Europe in Q3 2022. However, it still led the market in Central & Latin America and Western Europe. Amid worldwide macroeconomic uncertainties, geopolitical tensions, as well as weakening consumer demand, smartphone shipment of Samsung is expected to continue its down track in the upcoming holiday quarter.