Sales of the Samsung Galaxy S22 series fell short of expectations

Due to the COVID-19 epidemic, inflation, supply chain problems, and the global economic downturn, the demand for smartphones has been greatly reduced, forcing Samsung to readjust its plans for this year. From the original expected 300 million units to 260 million units, even if it can be realized in the end, it will be lower than the shipments in 2021 (about 270 million units).

According to the fnnews report, Samsung has increased shipments of 5G-enabled smartphones this year, though its ASP (average selling price) only edged up 2% in the third and fourth quarters as flagship models underperformed. It is understood that sales of the Samsung Galaxy S22 series did not reach the expected 32.9 million units, causing Samsung’s profit to drop by 4% year-on-year, and the global smartphone market share also decreased by 0.2 percentage points.
Samsung Galaxy S22

In contrast, rival Apple’s sales in the third quarter of this year increased by 10% year-on-year, and ASP increased by 7%, widening the gap with Samsung. Omdia, a market research firm, revealed that Samsung and Apple’s smartphone ASPs are currently $383 and $959, respectively.

Samsung’s brand positioning in the global market has also begun to become blurred. Although it is still the largest smartphone manufacturer, most of its shipments are occupied by low-end models. The largest shipment in the global smartphone market last year was the Galaxy A12, with a total of 51.8 million units. However, Samsung only accounts for two models in the top ten, the other is the Galaxy A02 with 18.3 million units, and the rest is occupied by various models of Apple’s iPhone 11 to iPhone 13 series. In addition to being squeezed by Apple in the high-end market, Chinese companies have also squeezed Samsung’s space.