China Insights

Apple and Samsung surge in US, Europe as new launches drive growth

Martin Guo

Editor-in-Chief, Kantar China Insights

Mobile 01.11.2019 / 17:00

iPhone 11 full

Huawei and Honor combined made up 46.8% sales share in urban China market, maintaining its dominant position.

Smartphone market share data collected by Kantar reveals that Apple’s new iPhone 11 family has been performing strongly in both Europe and US, exceeding the sales contribution of its predecessor iPhone XS family.

Dominic Sunnebo, Global Director for Kantar comments: “Q3 2019 saw Apple launch its new iPhone 11 family and with just over a week of sales available, the new models contributed to 7.4% of Apple’s overall iPhone unit sales in Q3 2019 in five major Europe markets*, up from 6.6% from the launch of the iPhone XS family in Q3 2018.

“The new models are all selling well, with the more competitively priced iPhone 11 leading in absolute terms, but the Pro models are not far behind. Combined sales of the new models are up vs. the iPhone XS launch a year ago,” he explained. “In the US the model split of sales for the new iPhones is similar to the EU, though the overall contribution to Apple’s total iPhone sales in the quarter is notably larger at 10.2%.”

At the same time, Samsung also saw strong growth in the five major European markets, with share hitting 38.4% in Q3 2019, up 5.9 percentage points vs. Q3 2018.

Dominic Sunnebo continues: “Whilst the flagship Note 10 series launch provided a boost to Samsung in Q3 2019, it is the very competitive new A series which has launched Samsung to its highest sales share in Europe since Q3 2015.

“New A Series models account for five of the top ten best-selling models in Europe and account for the entire top 3: #1 A50, #2 A40, #3 A20e,” he said. “For years Samsung has been searching for an answer to Huawei and Xiaomi in Europe and the new A series has finally hit the mark, proving hugely popular with consumers across multiple price brackets.”

Having previously chosen to overlook the majority of the A series portfolio in the US, Samsung has used its new revitalised A series range to address a gap in its mid-tier offering, with the A10 and A20 performing well. With Google looking for white space with its Pixel 3a and 3a XL models and LG having little competition in the low and mid-tier, Samsung has immediately confronted these threats.

In China, the world’s largest smartphone market, Apple share was slightly down by 1.3% percentage points. The pendulum continues to swing towards home grown Chinese brands, who accounted for 79.3% of sales in China’s urban market in Q3 2019. Huawei and Honor combined made up 46.8% sales share, maintaining its dominant position from the previous quarter, helping to cushion the impact from the US – China trade spat.

Source: Kantar Worldpanel

Editor's notes

* The five major European markets are the United Kingdom, France, Germany, Italy and Spain;

* For more information, please visit:

* To know more information, data and analysis of global and China's mobile market, please contact us.




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