Apple Tops EU Smartphone Market in Q4 2023 After 7 Quarters Behind Samsung [Report]

Apple topped the EU smartphone market in Q4 2023 after ranking behind Samsung for the last seven quarters, according to a new report from Canalys. Smartphone shipments into Europe (excluding Russia) were down 3% year over year to 37.8 million units for the quarter.

Apple is said to have shipped 12.4 million iPhones to Europe in Q4 2023, an increase of 1% year over year, accounting for 33% share of the market. Samsung shipped 10.8 million units, down 12% year over year, for 28% of the market. Xiaomi landed in third, followed by Motorola and HONOR.




"High-end smartphones took a record share of the European market in Q4 2023. Almost 40% of smartphone shipments were priced at US$800 or higher," said Runar Bjørhovde, Analyst at Canalys. "The dominance of the high-end was mainly fuelled by strong iPhone 15 Pro demand alongside consistent Galaxy S-series volumes and a growing Google Pixel. Looking ahead, Apple will aim to capitalize on the impending refresh cycle. This includes exploring new routes to market to enable consumers to buy iPhones, such as the bank-as-a-channel approach co-piloted with Santander in Spain. In Samsung's case, the premium S-series and foldable devices remain a priority, seeking to test a service-based subscription model."



Looking towards next year, Canalys believes that AI will be an important feature that users consider when making purchasing decisions for their next smartphone.

"In 2024, single-digit growth will return to the European smartphone market, driven by an impending refresh cycle of devices that were bought during the pandemic," added Bjørhovde. "To capitalize on this opportunity and stand out, vendors must apply a holistic approach emphasizing innovation, reliability, backend logistics, regulatory compliance, and a clear brand message. In the long run, vendors will increase focus on the on-device user experience with AI at the core, emphasizing personalization, ecosystem interaction, productivity, and entertainment. AI integration in smartphones will continue to advance steadily and is currently serving as a pivotal R&D-driven feature crucial to maintaining long-term competitiveness. Even so, vendors must ensure to educate consumers on maximizing the power of on-device AI features to achieve strong returns on their investments."


More details in the full report linked below...

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