Apple Up 32%, Samsung Down 10%: Shakeup in Europe's Mobile Market

According to the latest analysis by Stocklytics.com, Apple’s market share increased by a remarkable 32% from 2019 to 2023, while Samsung’s declined by 10% over the same period.  

Edith Reads, the financial analyst for the site, provided insights on the data:

Although Samsung continues to be a dominant force, Apple’s emphasis on delivering a premium user experience and ensuring robust data protection has increasingly resonated with consumers since 2019.

Stocklytics financial analyst, Edith Reads

Samsung and Apple’s Market Share in Europe

In 2019, Apple held 26.5% of Europe’s market. Since then, Apple’s iPhone sales have boomed incredibly, with the tech firm settling for a 35% market share by the end of 2023. On the other hand, Samsung’s market hold slipped from an astounding 34.44% share to 31% by the end of 2023, losing its substantial lead in Europe’s market.

Apple’s impressive growth can be attributed to its latest lineup, including the iPhone 15 series, and advancements in its ecosystem of products and services, which have resonated strongly with European consumers. Features such as enhanced camera capabilities, 5G integration, and robust privacy features have enhanced Apple’s appeal.

Conversely, Samsung operates in a highly competitive environment, facing both Apple and an array of Android competitors that have impacted its market position.

Furthermore, Samsung’s marketing efforts in Europe have faced scrutiny for failing to resonate with evolving consumer preferences and expectations. Despite efforts to address environmental and data privacy concerns, these initiatives have not yielded a substantial competitive edge, unlike Apple’s more unified messaging and proactive sustainability campaigns.

Samsung’s Comeback in 2024

As of Q1 ’24, Samsung made up 32% of European shipments, primarily driven by the market entry of the Galaxy S24 series, which it widely promoted, highlighting Galaxy AI features alongside significant trade-in and bundling promotions.

As a result, Samsung saw an impressive 7% YoY growth in Q1 2024, ending a run of declines that had started in Q4 2021. 

The Galaxy S24 series’ success continued into Q2, and coupled with the sale of the brand’s new A35 and A55 smartphones launched towards the end of Q1, Samsung controlled 32% of the European vendor market share by the end of the second quarter.

On the other hand, Apple’s shipments in Q1 24 slipped to 25%, representing a slight decline of 1% YoY as iPhone 15 sales tapered off due to typical season patterns. However, iPhone sales improved significantly in June, with Apple holding a 30% vendor market share.  

Samsung and Apple now constitute an impressive 63% of the cumulative market share in Q2’24.