iPhone’s share of the European smartphone market dropped 17% last year as market-leader Samsung pulls further and further ahead.
Apple has struggled to keep a foothold in European markets while Samsung, the continent’s most popular provider, claimed over 40% of market share.
"Samsung obviously had enough of losing share in Europe,” said Canalys senior analyst Ben Stanton. “For years, a focus on operating profit has stifled its product strategy. But this year, the shackles are off, and winning back market share is its clear priority. But its success is not solely due to product strategy. Samsung has been quick to capitalize on Huawei’s US Entity List problems, working behind the scenes to position itself as a stable alternative in conversations with important retailers and operators. A lack of brand loyalty among users of low-end and mid-range Android smartphones, which has blighted Samsung for so long, has become the catalyst for its best performance in years. Europe keeps its reputation as one of the most brand-volatile smartphone markets in the world, rife with danger, but also opportunity.”