Despite a modest 8% year-on-year (YoY) increase in overall smartphone shipments in the US during Q4 2023, the Google Pixel suffered a significant setback, losing a substantial portion of its market share. According to Counterpoint Research, the Pixel market share in Q4 2023 dropped by a worrying 3% margin compared to Q4 2022.
Analysts point to several contributing factors. While Apple saw strong holiday sales due to increased availability and strategic pricing on older models, Android as a whole experienced a slowdown in premium segment sales, impacting Pixel directly. The Pixel 8 starts at $699 while the Pixel 8 Pro comes in at $999 for the base model. These are premium prices, and the troubles Android had as a whole explain the decline in demand for these devices.
Amidst these dynamics, Google Pixel, which had shown promise with a 5% market share at the end of Q4 2022, suffered a notable setback in 2023. Counterpoint’s data reveals that Google’s flagship smartphone line ended Q4 2023 with just a 2% market share, marking a significant drop of 3% compared to the previous year. This decline is particularly significant as the US constitutes the largest market for Pixel devices.
This major drop in Google’s home market raises questions about the future of Pixel devices. With major competitors like Apple and Samsung continuing to dominate, and budget-conscious consumers opting for different options, Google may need a strategic shift to regain its lost ground. After posting similarly worrying figures in Q3 2023, there was some hope that the launch of the Pixel 8 and 8 Pro would boost Q4 sales and perhaps help improve overall market share. But it was always going to be a tough ask given the setbacks Android faced as a whole when it comes to premium smartphones.
No doubt Google is making efforts to establish itself as a prominent player in the hardware market, but these figures suggest a need for strategic adjustments to remain competitive in the fiercely contested US market. You may check out more details from this article.
Hillary Keverenge
2114 Posts
Tech has been my playground for over a decade. While the Android journey began early, it truly took flight with the revolutionary Lollipop update. Since then, it's been a parade of Android devices (with a sprinkle of iOS), culminating in a mostly happy marriage with Google's smart home ecosystem. Expect insightful articles and explorations of the ever-evolving world of Android and Google products coupled with occasional rants on the Nest smart home ecosystem.
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