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Sales of Samsung smartphones in Europe fell 12% in the final quarter of last year, but the iPhone managed to outperform the market. As a result, Apple has overtaken Samsung in terms of smartphone shipments in Europe for the first time in about two years.
Market intelligence firm Canalys said the overall European smartphone market was down 3% year-on-year, with Samsung taking an even bigger hit, while Apple managed to return to 1% growth.
According to Canalys’ latest research, smartphone shipments to Europe (excluding Russia) in the fourth quarter of 2023 decreased by 3% year-on-year to 37.8 million units. Apple returned to the top of the ranking table seven quarters behind Samsung, with 12.4 million units sold year-on-year, a 1% year-on-year growth. Samsung came in second place with sales down 12% to his 10.8 million units, offset by steady S-series and mid-range A-series shipments.
Samsung led the year overall, but strong demand for its iPhone 15 lineup propelled the company to second place in the holiday quarter.
One interesting thing is that despite tough economic conditions, demand for premium models is higher than ever.
High-end smartphones gained a record share in the European market in the fourth quarter of 2023. “Almost 40% of the smartphones shipped were priced above USD 800,” said Canalys analyst Runar Bjorhovde. “The high-end advantage was primarily driven by consistent Galaxy S series sales and Google Pixel growth, as well as strong demand for the iPhone 15 Pro.
Apple is also getting more creative with its marketing, testing a leasing partnership with Spain’s Banco Santander. Canalys suggests that Apple may expand this type of promotion.
Looking ahead to this year, Canalys expects the European smartphone market to return to growth as it is currently in the typical upgrade period for devices purchased during the pandemic.
Louvre photo by Irina Lediaeva on Unsplash
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