Apple and Huawei see their smartphone market shares slashed

Ceria Alfonso
Agosto 13, 2019

Apple and Huawei saw their European smartphone market shares tank in Q2 after Samsung took its stake to above 40 per cent, according to Canalys.

Huawei suffered from its political disputes to see shipments decline 16 per cent to 8.5 million units, and market share fall from 22.4 per cent to 18.8 per cent. Apple retained third place, but saw market share fall from 17 per cent to 14.1 per cent and sales fall from 7.7 million to 6.4 million.

These results are unfortunately worse than during the same time previous year when the company shipped 1.5 million smartphones in Europe, or even during the Q4 2017 when 1.7 million Nokia phones were shipped in Europe, according to Canalys. Though, with an overall shipment of 1.2 million HMD has in fact lost market share year-on-year.

Samsung, spearheaded by its revamped A series of phones, shipped 18.3m phones - up from Q2 of 2018's 15.3m. Its top four models in this range, the Galaxy A10, A20e, A40 and A50, together shipped more units than any other vendor in Europe managed with their entire range of smartphones.

Canalys analyst Mo Jia said: "Xiaomi is now a major force in Europe".

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Huawei's woes continued during the second quarter, as the Chinese device maker saw its shipments fall 16% year-over-year, largely due to USA import restrictions. "For years, a focus on operating profit has stifled its product strategy". The European smartphone market remained nearly flat year-over-year, posting just a 100,000 unit decline in shipments, according to Canalys. But its success is not exclusively due to product strategy.

"Samsung has been quick to capitalize on Huawei's U.S. Entity List problems, working behind the scenes to position itself as a stable alternative in conversations with important retailers and operators".

The European smartphone market is incredibly fast-moving - brand loyalty isn't high, especially with users of lower-end devices.

With Huawei losing ground, it's left room for another Chinese company to make big gains in the European market.

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