While Samsung reclaimed its title as the global leader in smartphone sales in April 2023, that doesn’t mean things are looking good for the chaebol. According to the predictions of a Korean site, the brand’s annual sales in the smartphone sector could be more than disappointing.
According to Sisa Journal, for Samsung, annual smartphone shipments are expected to be in the range of 230-240 million units. If, for any other manufacturer of mobile devices, such a figure would be cause for celebration, it is a real disaster for the world leader in sales. While it had sold nearly 306 million smartphones in 2021, it only sold 258 million the following year. In the first semester, Samsung only shipped 116.5 million smartphones.
At this pace, therefore, the year 2023 promises to be even more gloomy. The leaders of the company estimate that it is necessary to sell at least 250 million units to “maintain a minimum margin”. The Galaxy Z Fold 5 and Z Flip 5 will be presented on July 26, two weeks ahead of schedule. Despite all the novelties that they will not fail to offer, they will not be enough to raise the barfinancially speaking.
Samsung sales are anemic, mid-range smartphones do not convince
Samsung’s choice to bet on foldable smartphones to compensate for weak demand will probably not pay off. In a market that is still in full contraction, this type of device remains too elitist to appeal to the general public. According to Sisa, there should not be more than ten million, not enough in any case to exceed the 250 million mark.
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It is therefore on the Galaxy A, which account for 70% of the company’s smartphone sales, that Samsung must review its copy. In our review of the Galaxy A54, the flagship of this product family, we pointed out that it is no longer the undisputed leader in the category. Its dominance is faltering due to a rising price which, as a result, makes its quality/price ratio good. less interesting compared to competitors such as the Pixel 6a and 7a from Google.