Nearly 500 brands exited smartphone market during 2017-2023

At its peak in 2017, the global smartphone market saw more than 700 brands fiercely competing. Fast forward to 2023 and the number of active brands (that have recorded sell-through volumes) is down by two-thirds to almost 250, according to Counterpoint's Global Handset Model Sales Tracker, which has been tracking sales of these brands across more than 70 key countries.

So many good brands and good ideas kicked to the curb by the stranglehold Apple and Google have on the market. While many of these brands were mere OEMs, it also includes companies making their own platforms.