Samsung, the South Korean giant has dominated the smartphone market for quite a while. This market dominance which seemed untouchable, especially after the Huawei ban has begun to experience a dwindling effect. A recent analysis has shown a massive shift in the European smartphone market. According to the findings by Stocklytics.com, Apple has seen a growth of 39% in the European market share while Samsung plummeted by 10%. It is worth noting that Stocklytics conducted this analysis for a 5-year period starting from 2019 to 2023.
In providing an insight for the data, Edith Reads, the financial analyst for the site said:
Although Samsung continues to be a dominant force, Apple’s emphasis on delivering a premium user experience and ensuring robust data protection has increasingly resonated with consumers since 2019.
In 2019, Samsung was miles ahead of the Europe smartphone market share with 34.4% while Apple only settled for 26.5%. However, things took turns as years went by. The table turned in favor of Apple by the ending of 2023. The Cupertino based company snatched the first position from Samsung by capturing a market share of 35% while Samsung gained 31%, contributing to a percentage drop of 10.
What Contributed to Apple’s Growth in Europe?
The data above shows a remarkable growth in Apple’s European market share and this growth was fueled by a couple of Apple products. A typical example of such products includes the iPhone 15 lineup, advanced ecosystem of products and services. It is clear that the European market has embraced the new Apple features and services such as enhanced camera, 5G integration as well as Apple’s robust privacy features.
Despite Apple’s growth, it cannot be fully established that Samsung has lost its market share to just Apple, as there are more competitors within the Android market. The likes of Google Pixel, Xiaomi, Oppo and the rest have grown to be serious contenders of the European smartphone market and the globe as a whole.
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Samsung’s marketing in Europe has also faced criticism. It hasn’t matched changing consumer preferences and expectations. Samsung tried to address environmental and data privacy concerns. However, these efforts haven’t given Samsung a big competitive edge. In contrast, Apple has succeeded with its unified messaging and proactive sustainability campaigns.
Samsung Reclaims Its Position in 2024 
As of Q1 2024, Samsung made up 32% of European shipments. This growth was mainly due to the launch of the Galaxy S24 series. Samsung heavily promoted this series, focusing on Galaxy AI features and offering significant trade-in and bundling promotions. Due to this, Samsung saw an impressive 7% year-over-year growth in the first quarter of 2024. This result put an end to a decline that had started in Q4 2021.
The success of the Galaxy S24 series continued into Q2. Combined with the sales of the new A35 and A55 smartphones launched at the end of Q1, Samsung controlled 32% of the European vendor market share by the end of the second quarter.
Apple’s shipments on the other hand dropped by 25% in Q1 2024. This represents a slight decline of 1% year-over-year due to typical seasonal patterns affecting iPhone 15 sales. However, iPhone sales soared again in June, making Apple hold a 30% the overall vendor market share.
Cumulatively, Samsung and Apple hold more than half of the total market share in Quarter 2 of 2024. With Samsung holding 32% and Apple following up with 30%, both companies account to a total market share of 62%.
Conclusion
It’s essential to note that while Apple has made significant strides, the European smartphone market remains highly competitive. Brands like Google Pixel, Xiaomi, and Oppo have also gained traction, challenging both Samsung and Apple.
However, Samsung has exhibited resilience. The launch of the Galaxy S24 series in early 2024, bolstered by aggressive marketing and trade-in promotions, led to a resurgence, with Samsung reclaiming 32% of the European market share by Q2 2024.
Ultimately, the European smartphone market is characterized by a dynamic interplay between Samsung and Apple, with both giants commanding a substantial portion of the market. The competitive landscape is further enriched by the presence of other strong contenders, ensuring a diverse and evolving market.
