The tides have turned in the European smartphone market as Apple clinched the top spot, edging out Samsung after a prolonged game of cat and mouse. The holiday quarter of 2023 marked an important moment for Apple, as it saw a modest year-on-year growth, shipping 12.4 million units. This achievement ended a streak of seven quarters where Samsung led the pack.
Apple shipped 12.4 million smartphone units in the holiday quarter of 2023
This shift at the top is not just a story of Apple’s success but also reflects broader market dynamics. Overall, smartphone shipments in Europe dipped by 3% to 37.8 million units in the fourth quarter of 2023. Samsung, despite facing a 12% decline to 10.8 million units, managed to hold its ground, thanks in part to its robust S-series and mid-range A-series.
The competition doesn’t end there. Xiaomi, Motorola, and Honor also made their presence felt, with Motorola and Honor posting remarkable year-on-year growth rates of 73% and 116%, respectively. Yet, it was Apple’s high-end models, especially the iPhone 15 Pro, that captured nearly 40% of the market, a record share for premium smartphones in Europe.
Analysts point to a growing trend towards high-end devices and note Apple’s strategic moves to capitalize on upcoming refresh cycles. Collaborations with financial institutions like Santander in Spain are part of Apple’s strategy to widen its market reach. With predictions of single-digit growth for the European smartphone market in 2024, the emphasis is increasingly on enhancing user experience through on-device AI, personalization, and seamless ecosystem integration.
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(Via)
