Vertical Divider
Q420 European Smartphones Sales Down 14.5% Y/Y
Europe did not see any push in Q420 smartphone shipments as it hit 52.9m according to Counterpoint. Apple passed Samsung for the #1 position due largely to the iPhone 12 and was down only 3.7%, while Samsung was down 12.4% Y/Y. Xiaomi was the big winner in Europe in 2020, becoming the third largest OEM in the region at expense of Huawei. Strong performance in both Spain and Italy resulted in significant share gains over the year (reaching 28% and 17% of smartphone sales in Q4 2020 respectively), driving overall annual growth of 90% for the year. Xiaomi’s challenge is now to replicate this growth in other areas, particularly more premium markets like France, Germany and the UK: the launch of its flagship Mi 11 in February 2021 should help.
For Apple, the iPhone 12 was its most successful device launch to date and drove Apple to a record share high of 30% in Q4 2020. Realme was the fastest growing brand in Europe in 2020, albeit from a very small base with sales increasing more than ten-fold on 2019. Its strong value proposition has led to good growth in more price-conscious markets such as Italy, Spain and across Eastern Europe.
Table 1: Q420 European Smartphone Shipments, Share , Growth
Europe did not see any push in Q420 smartphone shipments as it hit 52.9m according to Counterpoint. Apple passed Samsung for the #1 position due largely to the iPhone 12 and was down only 3.7%, while Samsung was down 12.4% Y/Y. Xiaomi was the big winner in Europe in 2020, becoming the third largest OEM in the region at expense of Huawei. Strong performance in both Spain and Italy resulted in significant share gains over the year (reaching 28% and 17% of smartphone sales in Q4 2020 respectively), driving overall annual growth of 90% for the year. Xiaomi’s challenge is now to replicate this growth in other areas, particularly more premium markets like France, Germany and the UK: the launch of its flagship Mi 11 in February 2021 should help.
For Apple, the iPhone 12 was its most successful device launch to date and drove Apple to a record share high of 30% in Q4 2020. Realme was the fastest growing brand in Europe in 2020, albeit from a very small base with sales increasing more than ten-fold on 2019. Its strong value proposition has led to good growth in more price-conscious markets such as Italy, Spain and across Eastern Europe.
Table 1: Q420 European Smartphone Shipments, Share , Growth
