'Ultra' Model Is Most Popular Among S23 Smartphone Buyers, With Sales Rising Ahead Of S22

According to an executive at the South Korean technology company, sales of Samsung's Galaxy S23 flagship smartphone have surpassed those of the S22 in a comparable period, with the majority of customers choosing the most expensive model.

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This month, Samsung released the Galaxy S23. Three variants are available in the series: the entry-level S23, the somewhat more expensive S23+, and the top-tier S23 Ultra. The S23 Ultra costs $1,200 at launch.

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According to Patrick Chomet, executive vice president at Samsung Electronics, sales of the S23 have outperformed those of the S22 so far this year compared to last. On February 17, the S23 went on sale.

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Chomet noted that Samsung, which comprises the Galaxy S23 series as well as its most recent foldable phones, which were introduced last year, has committed to "double-digit growth" in the premium section of its devices in 2023.

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Thus, despite the challenging economic climate, we believe there is a consistent possibility for us in the premium market. In an interview at the Mobile World Congress in Barcelona on Monday, Chomet explained that one of the reasons we are so competitive is that we have introduced a lot of innovation in that market.

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Chomet disclosed that over 60% of all S23 pre-orders worldwide were for the S23 Ultra, the most expensive model of the flagship phones.

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We kind of anticipate that the mix will be tilted toward the premium, according to Chomet.

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Samsung would be happy to hear about the S23's initial sales as the company had a difficult year in the smartphone market in 2022. According to research firm IDC, overall smartphone shipments last year had their worst year since 2013. IDC reported a more than 15% decline in Samsung shipments. Inflation and a deteriorating economic outlook were the causes of the downturn.

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In 2022, the company's mobile and network operating profit decreased 16% year over year.

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Nonetheless, there is still a market for pricey smartphones. According to research from Canalys, high-end smartphones, or those that cost more than $800, made up 18% of the entire smartphone market in 2022, up from 11% in 2020.

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Samsung wants to expand its smartphone business there in order to potentially increase margins and boost earnings for the company.

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Chomet claimed that despite people being more cautious, a higher percentage of S23 Ultra pre-orders is "an indicator that people still desire the best of the best" in the premium smartphone market.