Apple overtook Samsung in European Smartphone Sales to reclaim the top rank, indicating a notable turnaround amid a general fall in shipments, according to a survey by research firm Canalys. Apple’s strong performance, especially with its iPhone 15 series, carried it above rival Samsung, which dropped to second position after leading for seven straight quarters, despite a 3% year-on-year decline in total shipments to 37.8 million units.
The rise in demand for high-end smartphones, which the tech giant successfully entered with its iPhone 15 Pro models, is responsible for Apple’s comeback. Apple saw a little 1% increase in shipments of 12.4 million devices year on year, demonstrating the durability of its high-end products.
Samsung shipment declines
Conversely, Samsung encountered challenges as its shipments dropped by 12% to 10.8 million units in Q4. Despite remaining the largest vendor throughout 2023, Samsung relinquished its top spot due to its struggle to offset declines in specific sectors, despite maintaining steady sales of its S-series and mid-range A-series smartphones.
Xiaomi maintained its third-place position with 6.0 million units shipped, with strong growth in Central and Eastern Europe, even though its market share decreased by 10%. Meanwhile, noteworthy competitors emerged in the form of Motorola and Honor; Motorola recorded a remarkable 73% growth, while Honor entered the top five with an impressive 116% year-on-year increase.
Apple overtook Samsung in Smartphones sales in Europe
The study underlines a significant trend towards high-end smartphones, with approximately 40% of handsets sold in Q4 priced at $800 or above. This shift has favored premium manufacturers like Apple and Samsung’s S-series, emphasizing the significance of targeting this affluent market segment.
Experts attribute Apple’s success to various factors, such as the strong demand for the iPhone 15 Pro models, effective marketing strategies, and a loyal customer base eager to upgrade despite economic challenges. Conversely, concerns arise regarding Samsung’s decline, with perceived innovation fatigue and competition from Chinese brands cited as major hurdles.
Apple aims to leverage its current success by introducing new sales approaches and potentially launching iPhone subscription services, reflecting on why Apple overtook Samsung this year.
On the other hand, Samsung is expected to explore service-based subscription models while focusing on its premium offerings. While economic uncertainties have led to an industry-wide slowdown, the high-end segment is projected to remain robust, fostering competition among the leading players.
Samsung’s decline underscores the challenges of maintaining supremacy in a competitive sector, while Apple’s ascent to the pinnacle of the European smartphone market signifies a triumph amid industry headwinds. To sustain their positions and capitalize on emerging opportunities, companies must innovate and adapt to evolving consumer preferences as the market dynamics evolve.
