Apple overtakes Samsung as top smartphone brand in Europe

After seven quarters of playing second fiddle, Apple has returned to the pole position in the European smartphone market for the holiday quarter of 2023, according to a new analysis from Canalys released on Tuesday. The iPhone maker edged out its long-time rival Samsung to become the top-ranked smartphone vendor in Europe in terms of shipments, marking a reversal of fortune for the two tech giants who have continually battled to be the most popular smartphone brands worldwide.

Buoyed by strong demand for its iPhone 15 Pro models, Apple saw iPhone shipments in Europe grow 1% year-on-year to 12.4 million units in Q4 2023. That marginal growth was enough to overtake Samsung, which saw its shipments decline 12% to 10.8 million units over the same period. While the new iPhone 15 range and older models like the iPhone 14 Pro Max helped boost Apple’s performance, Samsung relied on its tried and tested Galaxy S series and cheaper A series to offset poorer regional results across Europe and maintain its lead as the largest smartphone vendor for the whole of 2023.

The change at the top in Europe signifies how intensely competitive the smartphone market remains and how the leadership position continues to swing back and forth between these two titans of tech. Apple had led the European market consistently until it was dethroned by Samsung in Q1 2022. The Korean electronics giant then held onto the top spot for seven straight quarters until this latest upset.

“High-end smartphones took a record share of the European market in Q4 2023,” explained Canalys analyst Runar Bjorhovde. “Almost 40% of smartphone shipments were priced at $800 or higher, with stellar iPhone 15 Pro demand contributing to Apple’s success.”

Beyond the flagship iPhone 15 Pro models, Apple’s wider product portfolio also remains popular, with its services ecosystem helping to drive customer loyalty. The company is also exploring new sales avenues to boost iPhone uptake, like a recent co-branded financing program with Santander Bank in Spain.

Chinese smartphone makers Xiaomi and Honor took third and fifth place respectively in the Q4 2023 Europe rankings, sandwiching Motorola in fourth. Xiaomi saw a 10% decline in shipments while Motorola jumped 73% and Honor registered 116% growth off a low base.

For 2024, Canalys predicts single-digit growth will return to the European smartphone market, fueled by upgrade cycles for aging devices. Apple, Samsung and other vendors are tipped to focus on enhancing the on-device AI experience, personalization and tighter ecosystem integration as key features that will attract consumers to upgrade.

The ongoing tussle between Apple and Samsung looks set to continue playing out across Europe and the globe. For now, the iPhone maker has retaken the throne in Europe on the back of a stellar quarter. But with stiff competition from its rival and hungry Chinese brands, Apple will need to keep innovating and enticing consumers to maintain its hard-fought lead.

–Chart images courtesy of Canalys