Kantar Group recently released its latest smartphone shipment report covering the period from October to December 2019. The main point of its report is the strong sales performance of the Apple iPhone 11. This smartphone is hot in Europe, the U.S., Japan, and Australia. In the fourth quarter, 24.3% of all smartphones shipped in five major European markets (France, Germany, Italy, Spain, and the United Kingdom) uses an iOS system.
In Europe and the U.S, the Apple iPhone 11 accounts for 10% of all smartphone shipments. This is more than double the iPhone XR share in the same period last year. Kantar analysts point out that Samsung’s improved Galaxy A series sold well in the U.S., and sales of flagship Galaxy S and Note series have been eroded. Overall, Samsung’s market share in the U.S. increased slightly.
Huawei’s share in Europe continues to decline. In the fourth quarter, Huawei / Honor’s overall share in Europe fell by 4.4% to 16.4%. In contrast, its Chinese competitor Xiaomi has grown by 7.2%, reaching a 14.2% share, just one step away from the third place in Europe, behind Samsung and Apple. As Xiaomi has not yet reached the UK market, it is likely to rank third in Europe.
In the Chinese market, Huawei and Honor together accounted for 44.2% of the market share in the fourth quarter, a year-on-year increase of 5.4%. The main local challengers Xiaomi, OPPO and Vivo’s share have declined during the same period.