Samsung, the South Korean giant, has long dominated the smartphone market. This market dominance, which seemed untouchable, especially after the Huawei ban, has started to experience a waning effect. A recent analysis has shown a radical change in the European smartphone market. According to the results of Stocklytics.comApple has seen a 39% growth in its European market share, while Samsung has fallen by 10%. It is worth noting that Stocklytics has conducted this analysis over a 5-year period, from 2019 to 2023.
Providing insight into the data, Edith Reads, the site’s financial analyst, said:
While Samsung remains a dominant force, Apple’s emphasis on providing a premium user experience and ensuring robust data protection has increasingly resonated with consumers since 2019.
In 2019, Samsung was far ahead in Europe’s smartphone market share with 34.4%, while Apple It only settled for 26.5%. However, things began to change over the years. By the end of 2023, the situation had turned in Apple’s favour. The Cupertino-based company had taken the top spot from Samsung by taking a 35% market share, while Samsung gained 31%, contributing to a percentage drop of 10%.
What contributed to Apple’s growth in Europe?
The above data shows a remarkable growth in Apple’s European market share, driven by a couple of Apple products. A typical example of these products is the iPhone 15 line, an advanced ecosystem of products and services. It is clear that the European market has embraced Apple’s new features and services, such as the improved camera, 5G integration, and Apple’s robust privacy features.
Despite Apple’s growth, it cannot be said with certainty that Samsung has lost its market share to Apple, as there are more competitors in the Android market. Companies such as Google Pixel, Xiaomi, Oppo and others have become serious contenders in the European and global smartphone market as a whole.
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Samsung’s marketing in Europe has also come under fire for failing to keep up with changing consumer preferences and expectations. Samsung Samsung has attempted to address environmental and data privacy concerns, but these efforts have not given Samsung a major competitive advantage. In contrast, Apple has found success with its unified message and proactive sustainability campaigns.
Samsung regains its position in 2024 
In Q1 2024, Samsung accounted for 32% of European shipments. This growth was mainly due to the launch of the Galaxy S24 series. Samsung heavily promoted this series, focusing on the Galaxy’s AI features and offering significant trade-in and bundling promotions. Due to this, Samsung saw an impressive 7% year-over-year growth in Q1 2024. This result put an end to a decline that had started in Q4 2021.
The success of the Galaxy S24 series continued into the second quarter. Combined with sales of the new A35 and A55 smartphones launched at the end of the first quarter, Samsung controlled 32% of the European vendor market share at the end of the second quarter.
On the other hand, Apple’s shipments fell 25% in the first quarter of 2024. This represents a slight 1% year-over-year decline due to typical seasonal patterns affecting iPhone 15 sales. However, iPhone sales spiked again in June, giving Apple a 30% share of the overall vendor market.
Together, Samsung and Apple hold more than half of the total market share in Q2 2024. With Samsung at 32% and Apple at 30%, the two companies account for a total market share of 62%.
Conclusion
It is crucial to note that while Apple has made significant strides, the European smartphone market remains highly competitive. Brands such as Google Pixel, Xiaomi and Oppo have also gained ground and challenged both Samsung and Apple.
However, Samsung has shown resilience. The launch of the Galaxy S24 series in early 2024, bolstered by an aggressive marketing strategy and trade-in promotions, led to a resurgence, with Samsung regaining 32% of the European market share in Q2 2024.
In short, the European smartphone market is characterised by a dynamic interaction between Samsung and Apple, with both giants controlling a substantial share of the market. The competitive landscape is further enriched by the presence of other strong competitors, ensuring a diverse and constantly evolving market.