Xiaomi & Huawei weakened Apple’s sales in Europe

According to data provided by market research firm Kantar Worldpanel, strong sales of iPhone XS and iPhone XS Max at the end of the third quarter helped Apple achieve a share growth in the US, Australia, and Chinese smartphone markets. However, in the European market, Apple saw a decline. iPhone’s share in the European market fell by 1.6%, only 0.5% in Germany and 4.1% in Spain. 

According to Kantar Worldpanel, this is related to fierce competition from Chinese brands, especially Huawei and Xiaomi. It is worth mentioning that although Chinese brands have weakened Apple’s market share, according to Kantar Worldpanel, brands such as Sony and LG are the most affected. In addition, because the iPhone XR was delayed, the model is not included in Kantar Worldpanel’s data, and its impact will be reflected in the next quarter’s data

Early sales of iPhone XS and iPhone XS Max models in the US are good, which is good news for Apple. There is also a continued strong growth of iPhone 8 and iPhone 8 Plus which contributes to Apple’s operating system market share in the US. At the same time, the iPhone 8 is the best-selling model in the US this quarter, accounting for 9.4% of the mobile phone market. With the release of the iPhone XR, Kantar Worldpanel expects Apple’s market share to rise further at the end of the year.

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