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Samsung fights back in EU as iPhone XR tops UK charts

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Christian Fernsby |
Apple iPhone
Europe   the American market proved a brighter spot for Apple, as it boosted its US share

The latest smartphone OS data from Kantar, for the three months ending March 2019, shows Android accounted for 79.3% of all smartphone sales across the five major European markets.


Android’s strong performance was primarily thanks to Samsung holding share steady and solid gains from Huawei and Xiaomi.

iOS saw its share fall by two percentage points to 20.1% in Europe.

However, the American market proved a brighter spot for Apple, as it boosted its US share in the quarter to 45.5%, an increase of 6.5 percentage points on the year.

In the US, Apple continued to dominate at a brand level, with the iPhone XR accounting for more than 1 in every 10 smartphones sold, while the Android carriers competed for market share.

In urban China, iOS’ share of the market fell by 0.4 percentage points, a reasonably robust performance given the intense competition from local brands Huawei & Xiaomi.

Apple’s 2018 flagship, iPhone X, was the top selling model in the quarter, with the iPhone XS Max and the XR just making it into the top 10 best-selling devices.

The price differential between Apple and the wider urban Chinese market also reduced in the latest period, with Apple average selling price falling by 2% year on year to ¥5698, against a market rise of 5%.

This has helped cushion Apple from competitive pressure.


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