Europe : the iPhone in trouble, Huawei and Xiaomi in full form

The chinese manufacturers have made Europe their playground, multiplying investments and marketing. And the results are in : according to figures from IDC’s first quarter, Huawei and Xiaomi have experienced the largest increases in terms of delivery of smartphones in Europe. At the expense of Samsung and Apple, who blame drops on the same period.


Huawei maintains its second place with a market share of 25.4% ; the chinese giant recorded a rise in deliveries of more than 66% compared to the first quarter of 2018. For Huawei, the coming months will, however, be dashed because of the offensive of the White House. Xiaomi is fourth with 5.5 percent of the market in EMEA (+33.2 per cent year-on-other). Samsung remains on the top step of the podium with one hand, which has stagnated at around 30%, and a 6.8% decrease in its deliveries.


Figures by IDC for the first quarter in Europe (West, Central, East).

Even if Apple retains third place, the brand declined more frankly than Samsung. The market share of the Apple, which stood at 14.7%, yield 3.8 points compared to the first quarter of 2018. Apple has shipped during the first three months of the year to 7.8 million iphones, compared with 10.2 million last year.


The soil has been unfavorable to Apple in the first quarter, with an average price decline in Western Europe. Certainly, the labels of the iPhone prohibit a device to appeal to the customers who are looking first for a cheap price. Even more worrying for the industry, the total shipments of smartphones in the whole of Europe have been of 53.5 million units, down 2.7%. In EMEA (Europe, Middle East and Africa), it is shipped 83.7 million smartphones, or 3.3% lower than a year ago. In value, these units represent 26,78 billion dollars (excluding taxes), a figure which is down 10%.


The saturation in major markets shows that the industry now needs to renew its offer in depth in order to push a new cycle of renewal. It falls well, the 5G is coming and with it, of the wonderful promises of very high speed. For Apple, this will give a year 2019 complicated to manage, since the first iPhone 5G should not be launched before next year.

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