Despite witnessing a notable surge in shipments, the US smartphone market contracted by 5% in the third quarter (July to September) of 2023, as revealed in the recent Canalys report. Shipments escalated by 21% to reach 31 million units during Q3 2023. This upswing can be attributed to Apple’s latest iPhone series, the iPhone 15 lineup, which consists of four models: iPhone 15, iPhone 15 Plus, iPhone 15 Pro, and iPhone 15 Pro Max. Apple introduced this smartphone lineup in September.
The performance of brands in the United States during the third quarter
| Vendor | Q3 2023 shipments (million) | Q3 2023 market share | Q3 2022 shipments (million) | Q3 2022 market share | Annual growth |
| Apple | 17.2 | 55% | 18.6 | 57% | -8% |
| Samsung | 6.8 | 22% | 7.8 | 24% | -12% |
| Motorola | 2.8 | 9% | 2.4 | 7% | 14% |
| TCL | 1.3 | 4% | 1.6 | 5% | -15% |
| Google | 1.2 | 4% | 0.6 | 2% | 117% |
| Others | 1.7 | 5% | 1.6 | 5% | 6% |
| Total | 31.0 | 100% | 32.5 | 100% | -5% |
What analysts have to say
In September 2023, the iPhone 15 series experienced a robust launch, capturing 34% of all iPhone sales in the US throughout Q3. The annual refresh of the iPhone lineup remains crucial for all carriers, including smaller competitors like Boost Infinite, aiming to attract switchers. Nevertheless, a decreasing number of existing users are choosing to upgrade to the latest models. Instead, there is a noticeable shift towards purchasing older generations, refurbished devices, or prolonging the usage of current phones. For Apple, it becomes essential to recalibrate its portfolio, adjust its marketing strategy, and foster carrier partnerships to effectively respond to these evolving consumer behaviors. A lackluster performance in the US could swiftly reverberate and impact Apple’s global strategy and ambitions.
