Apple managed to overtake Samsung in Europe , after the latter's smartphone sales fell by 12% in the last quarter of 2023. This decrease helped Apple regain the top spot in smartphone shipments in Europe, after almost two years.
Canalys said that while the European smartphone market as a whole fell 3% year-on-year, Samsung took a much bigger hit. Apple, on the other hand, managed to achieve 1% growth .
The latest Canalys research reveals that smartphone shipments in Europe (excluding Russia) fell by 3% year-on-year. Apple returned to the top of the leaderboard after seven quarters during which Samsung dominated. Now, the Korean company finds itself in second place, with a 12% drop, offset by stable shipments of its S-series and mid-range A-series.
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Although Samsung was dominant in Europe for most of 2023, strong demand for the iPhone 15 after September pushed the company into second place.
It is worth noting that despite the economic challenges prevailing throughout the region, the demand for premium models is extremely high.
“sales , were very strong in Europe in Q4 2023. Almost 40% of smartphone shipments were priced at $800 or higher” said Runar Bjørhovde, Canalys Analyst. “The dominance of high-end smartphones was mainly fueled by strong demand for the iPhone 15 Pro, alongside solid volumes of the Galaxy S series and Google Pixel.”
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Canalys expects the European smartphone market to continue to be strong in 2024.
One of the key factors that may have contributed to Apple's dominance is constant innovation . Apple has a strong history of creating products that change the way people use technology, and that continues with the latest iPhone models.
Additionally, Apple has experience user. Its products are known for their simplicity, elegance, and ease of use, which are things that attract consumers and keep them loyal to the brand.
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Finally, Apple has also benefited from its strong brand and its success in building a strong user. The brand loyalty it has managed to create is unparalleled, as its customers are known for their preference for Apple products over other companies.
Good marketing is also helping to boost iPhone sales in Europe.
Source: 9to5mac.com
