According to today's Canalys data, the market share of the iPhone in Europe fell 17% in the second quarter from a year earlier. Overall, Apple ranked third, behind Samsung and Huawei, ahead of Millet and HMD Global.
Market intelligence said that shipments of the iPhone in Europe fell from 7.7 million in the second quarter of 2008 to 6.4 million in the same quarter of this year.
The 17 percent drop in sales also led to Apple's share of the European smartphone market falling from 17 percent to 14.1 percent in 12 months.
Samsung was the biggest winner for Apple's failure. Its shipments in the same period increased from 15.3 million to 18.3 million. Although most of its sales are not Samsung's most important products, but mid-range A-series phones, Canalys points out that Samsung does not seem to care how much money it makes.
With 18.3 million mobile phones shipped, Samsung occupied more than 40% of the European market in the second quarter, the highest level in five years. Samsung has brought a series of competitive new equipment to the market, of which Series A has shipped more than 12 million units, showing outstanding performance. The top four products in the A series are Galaxy A10, A20e, A40 and A 50, which have more shipments than any other smartphone supplier in Europe.
"Samsung is clearly fed up with losing market share in Europe." Ben Stanton, senior analyst at Canalys, said, "Over the years, the focus on operating profits has stifled its product strategy. But this year the shackles have disappeared, and winning back market share has become a priority, but its success depends not only on product strategy. Samsung quickly positioned its products as a stable alternative to dialogue with key retailers and operators, taking advantage of limited opportunities from rival Huawei in the first half of this year. Samsung has suffered long-term losses due to the lack of brand loyalty among low-end and mid-end Android smartphone users, but it is also a catalyst for Samsung's excellent performance. Europe has always been one of the smartphone markets with the biggest brand changes in the world, full of variables and opportunities. "
Huawei's shipments fell 16% year-on-year, mainly because of import restrictions in the United States. Millet seems to be the main winner in this area. Its market share has increased by 48%, and its mobile phone shipments have reached 4.3 million units.
While the decline in iPhone's market share in Europe will attract Apple's attention, it is more focused on profitability than unit sales.Data from Strategy Analytics and Counterpoint earlier this month showed the same situation around the world: the iPhone market share fell and Apple's market share remained third. Apple has previously revealed that iPhone sales have now accounted for less than half of the company's revenue since 2012.