iPhone 11 sales drive Apple rebound as Samsung sees strong growth in Europe

iPhone 11 sales drive Apple rebound as Samsung sees strong growth in Europe
The iPhone 11 is performing so well that it’s close to beating Apple’s expectations. Now, data published by Kantar indicates these higher sales are boosting the company’s market share in many markets.

The iPhone 11 is driving Apple's sales in Europe, Australia, and Japan


During the third quarter of 2019, which started in June and ended in September, Apple accounted for an impressive 18.9% of all smartphone shipments across the five major European markets – the United Kingdom, Germany, France, Italy, and Spain. This figure is up from 16.3% just one year earlier and is largely down to the success of the iPhone 11 series. 

Apple’s latest flagships accounted for 7.4% of all European iPhone sales throughout the three months despite being on sale for just eleven days. The cheaper iPhone 11 is reportedly leading in terms of volume but Kantar claims the iPhone 11 Pro series isn’t that far behind.

Other markets in which Apple experienced strong growth last quarter include Australia, where the company saw its market share rise from 35.5% to 39.6%, and Japan, where the popularity of the iPhone 11 lineup helped catapult the brand’s market share to 39.9% from just 29.6% a year earlier.

Reports suggest the iPhone 11 has also been performing quite well in China but it clearly wasn’t enough to fend off the competition last quarter because Apple’s market share dropped from 18.9% to 17.6%. Similarly, US sales are reportedly up – the new models accounted for 10.2% of all sales – but strong competition still pushed the iPhone’s share to 36.1% from 38.1% twelve months earlier.

Samsung's is the fastest growing brand in Europe


Unlike iOS, Google’s Android operating system grew healthily in China over the summer months and finished the quarter with a market share of 82.4%, up from 80.8% twelve months earlier. Homegrown brands were the primary reason for this – they accounted for 79.3% of all sales – but Huawei and Honor undoubtedly led the way with a combined market share of 46.8%.

The Android ecosystem also saw its share in the US market increase by 1.8% to 63.6% during the same period, although Huawei had no role in this particular case. Kantar claims Samsung led the way with strong growth in the low to mid-range segments thanks to the Galaxy A10e and Galaxy A20, while Google’s Pixel 3a series and LG’s budget lineup also performed pretty well. 

The market share of Android within the five major European markets decreased during the third quarter to 80.9% from 82.4% in 2018 but Samsung managed to defy odds by experiencing strong growth. The South Korean giant became the fastest growing brand in the region and saw its market share increase by a whopping 5.9% to 38.4%, its highest level in four years. According to the data provided by Kantar, Samsung’s success is largely down to the Galaxy Note 10 combined with the revamped Galaxy A series which has successfully challenged Xiaomi and Huawei. This lineup accounts for five of the top 10 best-selling phones and occupies the entire top 3 with the Galaxy A50, Galaxy A40, and Galaxy A20e.

Further information about Samsung’s global performance wasn’t provided and neither was any data about Huawei, Xiaomi, or any other Android manufacturers. Fortunately, we do know how the Android platform performed in Japan and Australia – the answer is pretty poorly. Over the course of the past three months, Android’s market share has dropped from almost 70% in Japan to just 59% while over in Australia the operating system powered 60% of smartphones, down from 64.3% in 2018.

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52 Comments

1. notfair

Posts: 761; Member since: Jan 30, 2017

I'm sure that neither of them are doing good, this kind of "data" reports are paid just to try to keep the stock up, to appear that the company is having "strong sales", whatever that means. Fewer people are buying over 1000$ phones. It makes no sense. From 2007 to 2017 the flagship phone prices have more than doubled, did your salary doubled in the last 10 years? Do you pay less for rent?

3. joshuaswingle

Posts: 645; Member since: Apr 03, 2018

Samsung's success has little to do with $1000 phones. The growth is mainly thanks to its cheapest models, the majority of which are priced below $300 in Europe. Apple's growth is being driven by the iPhone 11, another phone priced below $1000. Its older devices also continue to make up a huge portion of sales.

39. Mikele

Posts: 185; Member since: Nov 19, 2013

How about Huawei performance possibily their claims were not obtainable in any market because thier phones are above $1000 mark?

4. midan

Posts: 3100; Member since: Oct 09, 2017

” Fewer people are buying over 1000$ phones” I live in EU and here we buy more expensive phones than before, people finally want to pay more for their phones, It’s not that surprising because phones became so important thing in our lifes. And lot of people just want to have that better experience. I don’t know why you talk about salary?

7. Valdomero

Posts: 704; Member since: Nov 13, 2012

Unless you pick money from a tree, having a job is the second best option to get money. I know you can get a $1k phone with carrier plans but it's still money you are spending.

35. midan

Posts: 3100; Member since: Oct 09, 2017

Yes salary is good but i don't understand why it has to double? I don't see the difference buying $500 or $1000 phone. You propably get new every two years so i don't see how it's difficult to get money for a phone if you want one, two years is very long time to collect money. Also lot of people pay their phone monthly. If you divide that to two years it doesn't matter if it's $500 or $1000.

33. Cat97

Posts: 1972; Member since: Mar 02, 2017

Samsung growth is because they have honest prices. Two weeks after launch their prices are back from Apple rip-off prices to normal prices. You can get a new Galaxy S10e or S10 for 500 EUR or even less if you look around online for 10 minutes.

36. midan

Posts: 3100; Member since: Oct 09, 2017

But those models are selling badly?

42. Papa_Ji

Posts: 873; Member since: Jun 27, 2016

Why i should care about sales number??? As a consumer i only care is the best quality product with minimum price.

45. midan

Posts: 3100; Member since: Oct 09, 2017

I was replying to cat who talked about samsung growth (sales).. So i don't know why you even replied? Also why you should care about sales number, the more product sells the more likely you are going to get longer and wider support for it because lot of people have one too so companies have bigger pressure to support it.

52. Cat97

Posts: 1972; Member since: Mar 02, 2017

Since Samsung is the strongest growing brand in Europe, they must sell well. But it doesn't mean that if a product sells well, the manufacturer must raise prices to the maximum your customers can bear (aka milk the customer base), only Apple does this. Samsung adds their profit to the bill of materials, and that's their price. Apple sees what their enslaved customers can bear, and that's their price :)

46. Cicero

Posts: 1144; Member since: Jan 22, 2014

Stop drinking some Starbucks coffees and reduce smoking and you will have money for a flagship. Maybe politicians will reduce some taxes or increase the minimum wage. LOL

2. darkkjedii

Posts: 31529; Member since: Feb 05, 2011

Keep it up Samsung and Apple, growth is good.

5. midan

Posts: 3100; Member since: Oct 09, 2017

Samsung can thank Huawei. Samsung was in big trouble here in EU because huawei gathered lot of Samsung sales in past years, after huawei news people here right away stopped buying huawei phones. They now wait what’s going to happen for huawei and see if they still willing to buy them. Without google huawei is screwed here.

10. ShadowSnypa786

Posts: 612; Member since: Jan 06, 2017

Not really because according to other sites Huawei sales didn't even slow down if anything they sold more Chinese consumers rallied and supported Huawei. "where sales were also driven by a patriotic wave - users chose the maker to support it through the tough times." So dont try using that as an excuse ;) https://www.gsmarena.com/huawei_sells_200_million_smartphones_two_months_ahead_of_schedule-news-39767.php And there alot of people in Europe who still want Huawei devices half of them are on here saying they will buy it especially because there is no google spyware :P

13. midan

Posts: 3100; Member since: Oct 09, 2017

Just to be clear, Huawei expected to beat Samsung sales this year, now they are going to be like 30-50 million behind after this year and you say it haven’t affected to sales?

15. midan

Posts: 3100; Member since: Oct 09, 2017

” So dont try using that as an excuse ;)” It’s not excuse, big sales happened before the ban. ” Last week, Huawei said it shipped 185 million phones in the first three quarters of 2019 -- a year-on-year increase of 26% -- despite the US blacklisting, but this was before it released any phones without Google apps.” Also didn’t you read your own link? ” However, Huawei CEO already admitted that the company is prepared for a 10% drop in annual income of the consumer business group. The Huawei Mate 30 lineup was unveiled on September 19 but is yet to arrive globally - over a month later it is mostly sold in China and a couple of other Asia Pacific markets.”

20. ShadowSnypa786

Posts: 612; Member since: Jan 06, 2017

"It’s not excuse, big sales happened before the ban." And big sales happened after the ban? The only really affected phone is the Mate 30 Pro. The P30 Pro and P30 are not really affected. And last year flagships are fine too. Fact is sales havent really dropped and its only affecting 1 big device so far, people are still buying the lower end and medium end huawei devices. "However, Huawei CEO already admitted that the company is prepared for a 10% drop in annual income of the consumer business group" And as for Huawe CEO? They dont even know if or when they relasing Harmony OS so I wouldn't rely on what they say ;) And for what Jpshua said "The people in our comments section represent a very small percentage of consumers." Thank god for that :D they been using google devices for years and now they complaining about spyware and want Huawei to release their own OS.

31. midan

Posts: 3100; Member since: Oct 09, 2017

” Fact is sales havent really dropped and its only affecting 1 big device so far” Care to explain this then? August:https://technode.com/2019/08/13/huawei-smartphone-sales-drop-16-in-europe/ ”US sanctions on Huawei are beginning to impact the Chinese firm’s business in key markets as handset sales in Europe tumbled 16% year on year in the second quarter, according to a report from market research firm Canalys released on Monday.” That sounds lot like what’s happening in my country

17. joshuaswingle

Posts: 645; Member since: Apr 03, 2018

There are still a lot of people in Europe who want Huawei phones but that will stop once the current models start to show their age and new ones lack Google services. The people in our comments section represent a very small percentage of consumers. Regarding the 200 million shipment milestone in record time, that's down to the strong growth between January and May, the maintained momentum in Europe since the trade ban because the company's existing lineup remained unaffected, and huge sales increases in China.

47. Cicero

Posts: 1144; Member since: Jan 22, 2014

People in Europe do not want Huawei. They where selling good because of partnership with carriers for the very low range of phones. You know, that ones with zero cost for a 2 years contract. That ones with 1-2 MB of ram.

19. hemedans

Posts: 761; Member since: Jun 01, 2013

Samsung sales increased because of new A line series, Especially A50 which is advertised as Budget gaming phone, everywhere A50 is in Top 3 whether is Europe or Globe.

6. toukale

Posts: 668; Member since: Jun 10, 2015

It's funny reading those kind of reports. Before the launch of the iPhone 11, all the so analysts were saying how boring and bad the years iPhone was. That Apple was in trouble for no 5G and everyone was going to either buy android devices or wait it out. The Apple released the iPhone 11 and it has been gathering praises all over. Battery life is the best available, so are the cameras. Those naysayers somehow are always disconnected from what people actually want. I am not talking about those (who look at the spec sheets) and think more is always best we find on boards like this one.

14. maherk

Posts: 7007; Member since: Feb 10, 2012

To be fair to those people and analysts who said that, no one expected Apple to drastically improve the cameras and battery life on their phones. If I was an iOS user, I wouldn't think twice about upgrading, Apple did a great job with the iPhone 11 lineup, imo, they're the best well-rounded smartphones in the market as of right now.

16. midan

Posts: 3100; Member since: Oct 09, 2017

” To be fair to those people and analysts who said that, no one expected Apple to drastically improve the cameras and battery life on their phones.” This for Pro version. Actually everyone knew many months ago that Apple will have three cameras. Actually january we already had that information. So that alone should make you think that the sales will going to be good because it gives you new level of photography and you can take photos which wasn’t possible before with iPhones=Should mean bigger sales What toukale said is true and this exact same thing happens every year.

21. maherk

Posts: 7007; Member since: Feb 10, 2012

It's not about the extra camera, no one expected Apple to beat Google at computational photography. Even without the extra 3rd lens, Apple would've achieved a similar success rate because of the drastic improvements done in terms of image processing and battery life.

25. darkkjedii

Posts: 31529; Member since: Feb 05, 2011

Killer camera for sure.

30. midan

Posts: 3100; Member since: Oct 09, 2017

” no one expected Apple to beat Google at computational photography.” Why not? Why you think Apple wouldn’t have had people who have skills to do that? I said it a long time ago that if Apple adds night mode It’s going to be better than night shift and It’s lot better. I think you are wrong, the reason is not computional photography. It’s the third ultra wide lens and the whole camera overall. I definately wouldn’t have put thousand dollar for night mode, which by the way i don’t even like most of times. Still hoping Apple gives feature to turn it off. Reason i went from X to Pro is the third lens which gives me completely new way to shoot photos. Those who i know who will buy iPhone Pro, none of them have said any word about night mode, they are just overally very impressed by the camera quality when i show them photos i took.

32. maherk

Posts: 7007; Member since: Feb 10, 2012

Who's talking about night mode? I feel like you want to argue just for the sake of it. There's more that goes into computational photography other than night mode, and Apple have turned the table this year by having the best hdr, deepfusion, and of course night mode. Ultra wide lens is a cool addition, but it's quality is behind that of it's competitors. Is it a reason lots why lots of people are buying the 11 Pro? Sure, but the superb picture quality and better battery life plus fast charging are the main reasons people are getting the 11 Pro.

43. midan

Posts: 3100; Member since: Oct 09, 2017

It's again good thing to remember that most people who buy smartphones aren't tech people. So they don't know ANYTHING about computional photography, hdr or deepfusion. 4 of 5 from my friends who are buying Pro are just regular phone users, they are just very impressed by the camera overall and that's why want one. None of them knew about lot better battery life and no fast charging isn't the reason either, by the way fast charging isn't new thing for iPhones, it came two years ago, fast charger included in box is.

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