Smartphones | Market Report

The smartphone market has changed a lot over the last decade. Trends in FCC ID submissions by year show shifts in market strategies, competition, and consumer behavior. We’ve moved from rapid growth and intense competition to a focus on quality over quantity. Here’s how the story unfolds.

The Rise and Fall of FCC Submissions: A Sign of Market Maturity

Between 2013 and 2016, the number of smartphone FCC ID submissions grew by 37%. Reaching a peak of 1,335 submissions in 2016. During this period, manufacturers were launching many different models to capture a wide range of consumers. This growth came as companies raced to introduce new hardware features like better cameras, larger screens, and faster processors.

After 2016, submissions began to decline steadily. Dropping more than 39% from 2016 to 2023 back to 2013 levels. This decline shows a maturing market. Instead of releasing many new models each year, manufacturers are now focusing on fewer, more strategic launches. Consumers are also keeping their phones longer. Companies are responding by focusing on refining existing features in software rather than investing in hardware improvements. Hardware innovation is time and cost-consuming. Especially for these already extremely high-end phones.

Instead of flooding the market with a lot of different models, companies are putting effort into flagship products that they think will have the most impact. This strategy can be seen with companies like Apple and Google, which have fewer phone submissions but emphasize premium software features, product ecosystems, and advanced technology.

Different Strategies: Motorola, BLU, Apple, and Google

The leading manufacturers show different approaches. Motorola had 197 submissions from 2019 to 2023, making it one of the most active manufacturers (second only to Samsung). Motorola’s strategy is to cover the market with a wide range of models, from budget phones to high-end devices.

BLU Products follow a similar approach. BLU’s focus is mainly on budget-friendly devices, offering affordable phones with essential features. This approach allows BLU to reach price-sensitive customers who want good value without spending a lot.

In contrast, Apple and Google focus on fewer but impactful releases. Apple had 77 submissions, while Google had 44 during the same period. Apple’s strategy is not to flood the market. Rather, they create fewer, high-quality, well-designed models that consumers love. Each iPhone release is targeted and planned. Focusing on different segments with models like the Pro, Mini, and Max.

Global Competition and the Position of U.S. Manufacturers

On the global stage, U.S. manufacturers face fierce competition from companies in China and South Korea. Samsung led all smartphone manufacturers globally with 209 submissions from 2019 to 2023. Motorola comes close with 197 submissions. The other global giant, Xiaomi, had 152 submissions.

China’s dominance in the market is evident from its manufacturers' FCC submissions. In 2022, Chinese manufacturers submitted 12,768 FCC IDs, while U.S. submissions stood at 4,155. This gap highlights the sheer scale of manufacturing in China but also different approaches. Chinese manufacturers tend to focus on rapidly launching many new products, while U.S. companies focus on quality and targeted improvements..

Key Takeaways: A Market Evolving Strategically

The smartphone market is no longer in the stage of rapid growth. It has matured, and companies are now more strategic. Motorola and BLU continue to release many models, aiming to cover as many segments as possible. Apple and Google, on the other hand, focus on fewer models, each designed to make a big impact with advanced features or premium designs.

The trend shows that manufacturers are responding to consumer behavior. People are keeping their phones longer, so manufacturers need to balance between releasing lots of models and making fewer, higher-quality ones. The data tells the story of a changing industry—one that’s shifting from mass releases to thoughtful, refined innovation.