In a year when the global smartphone market shed more than a tenth of its volume, Samsung's mobile chief is wagering that engineering ambition can outrun economic gravity. The Galaxy S23 series — anchored by a 200-megapixel camera and a top-tier Snapdragon processor — is being asked to sell more than 26 million units, a double-digit climb over its predecessor. It is, at its core, a familiar human proposition: that quality, offered at the right moment, can persuade people to spend even when caution counsels otherwise.
Samsung targets 10% Galaxy S23 sales boost despite weak smartphone market
When the broader market is contracting, Samsung will lean harder into the high end.
Mark
So Samsung is predicting 10 percent growth for the S23 when the whole smartphone market shrank 11 percent last year. How does that math work?
Mimi
They're betting that their premium positioning lets them swim against the tide. While the overall market contracts, Samsung thinks people will trade up to the S23 specifically because of the camera improvements and the faster processor. It's a bet that quality and features matter more than price in a downturn.
Luke
But we should be careful here. Roh is the executive making the prediction—he has every incentive to sound confident. And 26 million units is what he says they need to hit. We don't know yet if they'll actually get there.
Mark
What about the foldables? He mentioned those too.
Mimi
He said the Galaxy Z Fold 5 and Flip 5 will also see double-digit growth. Those are coming later in the year. So Samsung is essentially saying their entire premium lineup will grow even as the industry shrinks.
Luke
Again, that's a prediction, not a fact. And it's worth noting that foldables are still a tiny slice of Samsung's total phone sales. The S23 is where the real volume is.
Mark
Did Samsung change prices on the S23?
Mimi
In the U.S., no. The S23 Ultra still starts at $1,199.99. But Roh said they had to think hard about pricing because of material costs and currency swings. In other countries, they did raise prices slightly.
Luke
That's interesting because it suggests Samsung sees the U.S. market as price-sensitive right now. They're absorbing cost pressures rather than passing them on to American consumers.
Mark
So the real question is whether people will actually buy these phones.
Mimi
Exactly. The features are there—the camera sensor is genuinely better, the processor is faster. But Samsung is asking consumers to spend premium money in a weak economy. That's the test.
Le Pouls
- The global smartphone market collapsed 11.3% in 2022, with the final quarter falling nearly 18% — making Samsung's growth target feel like swimming against a powerful current.
- Samsung's own operating profit dropped 16% last year, yet the company held its ground as the world's largest smartphone maker with 22% market share and over 257 million devices shipped.
- The S23 Ultra's 200MP sensor and an overclocked Snapdragon 8 Gen 2 chip across the entire lineup are Samsung's chosen weapons to justify premium prices in a cost-conscious climate.
- Pricing the new line was a genuine struggle — raw material costs and currency swings between the won and dollar created real pressure — but U.S. prices held steady, starting at $799.99.
- Samsung is doubling down on the high end, with double-digit foldable growth also expected later this year, betting that loyal premium buyers will upgrade when the value proposition is clear enough.
In a year when the global smartphone market shed more than a tenth of its volume, Samsung's mobile chief is wagering that engineering ambition can outrun economic gravity. The Galaxy S23 series — anchored by a 200-megapixel camera and a top-tier Snapdragon processor — is being asked to sell more than 26 million units, a double-digit climb over its predecessor. It is, at its core, a familiar human proposition: that quality, offered at the right moment, can persuade people to spend even when caution counsels otherwise.
Samsung's mobile chief TM Roh emerged from the company's Unpacked event this week with a striking prediction: the Galaxy S23 series will sell more than 26 million units, at least 10 percent more than the S22 managed last year. The ambition is notable because the industry it operates in is shrinking — global smartphone shipments fell 11.3 percent in 2022, with the fourth quarter dropping an even steeper 18.3 percent.
Roh's confidence is grounded in what the S23 brings to the table. The Ultra model carries a 200-megapixel image sensor promising sharper detail and better low-light performance, while all three phones in the lineup — the S23, S23+, and S23 Ultra — run on Qualcomm's Snapdragon 8 Gen 2, featuring an overclocked core for faster processing. Samsung is framing these as the kind of tangible improvements that move premium buyers even in a tightening economy.
Samsung itself absorbed real pain in 2022, reporting a 16 percent decline in operating profit. Yet it retained its standing as the world's largest smartphone maker, holding 22 percent of global market share. That scale provides a foundation even when conditions are difficult.
Pricing the S23 line was not straightforward. Rising material costs and the Korean won's volatility against the dollar created genuine pressure, though Samsung held U.S. prices steady — $799.99 for the base model, $999.99 for the S23+, and $1,199.99 and up for the Ultra. Pre-orders opened immediately, with shipping set for February 17th.
Roh also pointed ahead to Samsung's foldable lineup, expecting double-digit growth for the Galaxy Z Fold 5 and Z Flip 5 later this year. The broader strategy is legible: when the mass market contracts, lean harder into the premium tier where margins are stronger and customers upgrade for reasons they can feel. Whether that logic holds in a weakening economy remains the open question.
Samsung's mobile division is betting that the Galaxy S23 can reverse a brutal year for the smartphone industry. TM Roh, who runs Samsung's Mobile eXperience Business, announced after the company's Unpacked event this week that he expects the new flagship line to sell more than 26 million units—a jump of at least 10 percent over last year's Galaxy S22, which moved around 24 million phones. This is an ambitious target in a market that contracted sharply. Global smartphone shipments fell 11.3 percent in 2022, with the fourth quarter dropping even steeper at 18.3 percent.
Roh's confidence rests on what Samsung has engineered into the S23 series. The Ultra model carries a 200-megapixel image sensor that Samsung says will capture sharper detail and handle low-light conditions better than before. All three phones in the line—the base S23, the S23+, and the S23 Ultra—run on Qualcomm's Snapdragon 8 Gen 2 processor, which includes an overclocked high-performance core meant to deliver faster processing. The company is positioning these improvements as reasons consumers will choose premium phones even as economic conditions tighten globally.
Samsung itself felt the weight of last year's downturn. The company reported a 16 percent decline in operating profit for 2022, dropping to $351.7 billion, with the smartphone shipment decline cited as a key factor. Yet Samsung held onto its position as the world's largest smartphone maker, capturing 22 percent of global market share and delivering 257.9 million phones across all price tiers. That scale matters: even a struggling Samsung remains the industry's anchor.
Pricing the S23 line proved complicated. Roh acknowledged the company wrestled with the decision, caught between rising raw material costs and currency volatility—the Korean won's swings against the dollar created real headwinds. In the United States, Samsung held the line: the S23 starts at $799.99, the S23+ at $999.99, and the S23 Ultra at $1,199.99 and up. Other markets saw modest increases. Pre-orders opened immediately after the announcement, with phones shipping on February 17th.
Roh also signaled that Samsung's ambitions extend beyond the S23. He said the company expects double-digit growth for its Galaxy Z foldable phones—the Fold and Flip lines—when they arrive later this year. The Z Fold 5 and Z Flip 5 are coming, and Samsung is treating them as part of the same premium push. The bet is clear: when the broader market is contracting, Samsung will lean harder into the high end, where margins are thicker and loyal customers upgrade for tangible improvements. Whether that strategy works depends on whether consumers in a weakening economy still see value in a $1,200 phone.
Citations marquantes
Despite unfavorable economic conditions, our premium strategies will help us lead the market.— TM Roh, head of Samsung's Mobile eXperience Business
We had so many difficulties deciding the prices. We had to consider multiple variables, including the price jump in raw materials and the increased volatility in the Korean won exchange rates.— TM Roh
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