Kryvytska O.
Doctor of Sciences (Economics), Professor
The National University of Ostroh Academy
https://orcid.org/0000-0002-0844-3362
Kleban Y.
Lecturer,
The National University of Ostroh Academy
https://orcid.org/0000-0002-7070-5175
Klepak K.
Student of the first (undergraduate) level of higher education,
The National University of Ostroh Academy
https://orcid.org/0009-0004-6909-273X

Abstract
The article is devoted to an in-depth analysis of the situation on the smartphone market in Ukraine and the world, taking into account the current trends and dynamics of the development of this technology segment. The authors consider the impact of innovation, the competitiveness of manufacturers, as well as consumer preferences that shape the demand for modern mobile devices. In the context of the Ukrainian market, special attention is paid to factors that influence consumer choice, such as affordability, functionality, and popularity of brands. The analytical review of the market also takes into account the impact of global trends on consumer practices in Ukraine, which allows to identify opportunities and challenges for local players in this sector. The article offers readers a broader understanding of the dynamics of the smartphone market, contributing to the formation of business strategies, and also provides recommendations for consumers to make an informed choice when purchasing a mobile device in the conditions of constant evolution of technology.

Keywords: smartphone market, dominant factors, pricing, market leaders.