Apple had the worst first quarter in European smartphone market in five years

Apple had the worst first quarter in European smartphone market in five years
While Apple's hardship in markets like China and India has been well-documented and much discussed in the last year or so, tracking a worrying trend of declining sales numbers and stagnant profits, the International Data Corporation (IDC) is out today with a report that sheds light on the company's troubles across a different region.

Unsurprisingly, iPhone shipments took a dive during the first three months of 2019 in Europe, just as they did everywhere else, but Apple's Q1 market share on the old continent was not only significantly lower than the same figure posted a year ago. Believe it or not, it was the lowest first-quarter result from the Cupertino-based tech giant in the region in no less than five years.

What's perhaps even more staggering is the advantage held by Huawei in second place in Western, Central, and Eastern Europe over bronze medalist Apple in Q1 2019 sales. We're talking 5.7 million units (13.5 vs 7.8), up from a 2.1 million lead in the same timeframe of 2018... held by Apple back then. That means that while Huawei's numbers have surged an astonishing 66 percent in just 12 months, regional iPhone shipments are down a substantial 22.73 percent year-on year, resulting in a market share of less than 15 percent, compared to Huawei's current 25.39 percent slice of the pie.

Apple had the worst first quarter in European smartphone market in five years

Unfortunately for the world's second-largest smartphone vendor, a general state of uncertainty lingers over the entire mobile industry as a consequence of Huawei's US blacklisting last month (since reprieved), making it impossible for the IDC to predict how European (and global) sales numbers might evolve "over the rest of the year." Of course, Huawei's shipments have already started to drop in major markets around the world, so there's definitely a good chance Apple will recoup its second place on the podium before long.

Samsung's reign is also unlikely to finish anytime soon, although the company certainly can't be content with the 7 percent Q1 decrease in its smartphone shipments across Western, Central, and Eastern Europe. In fourth place, Xiaomi managed to be one of the quarter's standout performers, boosting its numbers by around 33 percent, while exclusive Nokia brand licensee HMD sits in fifth even after a 32 percent year-on-year decline. 

Meanwhile, overall regional smartphone shipments fell nearly 3 percent from the first quarter of 2018, with EMEA (Europe, the Middle East and Africa) figures down a slightly more drastic 3.3 percent and unfortunately expected to maintain this trend for at least a little while longer.

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50 Comments

1. iloveapps

Posts: 524; Member since: Mar 21, 2019

What is more interesting is the 2nd quarter with the news about banning Huawei and holding its hardware and software support. Who will get its share?

4. lyndon420

Posts: 6495; Member since: Jul 11, 2012

Probably Samsung...or some other Android OEM.

44. sgodsell

Posts: 6847; Member since: Mar 16, 2013

Apple continues to add next to nothing in hardware udates. Sure there is software updates, but Apple charges the same money for basically the same hardware over and over again. Not to mention the prices that Apple is asking, is just ridiculous for most users. No wonder why Apple took a major dive.

2. Guseinguliev

Posts: 91; Member since: Mar 04, 2019

too expensive.

3. Leo_MC

Posts: 6629; Member since: Dec 02, 2011

We have the money - that is hardly a problem in EU - we just have no reason to upgrade already great iPhones.

5. cmdacos

Posts: 3872; Member since: Nov 01, 2016

So previously iPhones weren't great and therefore drove upgrades more frequently?

6. IT-Engineer

Posts: 515; Member since: Feb 26, 2015

Good one. Lol

7. TheOracle1

Posts: 2038; Member since: May 04, 2015

Great comeback @cmdacos. Lol The numbers don't lie and all the sheeple claiming Samsung would suffer the most with the rise of Huawei were dead wrong. It's clear a lot of iPhone users switched to Huawei and Xiaomi with relatively little impact on Samsung.

11. midan

Posts: 2575; Member since: Oct 09, 2017

"The numbers don't lie and all the sheeple claiming Samsung would suffer the most with the rise of Huawei were dead wrong" But that's Exactly what happening? Samsung who's most sales are coming from low end phones already, is losing average 10 million sales every q worlwide compared to where they were before huawei and their profits are heavily down too. Clearly Samsung is suffering most. "It's clear a lot of iPhone users switched to Huawei and Xiaomi with relatively little impact on Samsung." As i live in EU and we get 15 best selling phone lists every month from our carriers i can say to you that most phones huawei sell is cheap under $200 phones. That's why their unit sales are that high. IPhone users wouldn't switch to those. So sorry you are wrong. The better phone you have the longer you keep it before upgrading it, it's that simple and that's exactly what happening currently. I can also say to you that S10 is selling very badly here. After huawei came Samsung flagship sales been very low.

22. Vancetastic

Posts: 810; Member since: May 17, 2017

“But but but SAMSUNG!” LOL. Bitter fanboy alert.

25. oldskool50

Posts: 725; Member since: Mar 29, 2019

According to th2 real facts, both Apple and Samsung succeed loses in sales. Apple fell to 190M from 215M, while Samsung fell from 325M down to 290M. Samsung lost more sales over all, but stahda to gain most of them back because they are an Android OEM and they have better competitive options with the new and improved A and M series. Samsung has made over $1B in sales just for the A50. Apple is not price competitive unless you buy an older model And many of older Apple phones cost more than. rand new Android models, even from Samsung and Samsung has better features and better locks with not notch and the A80 has a full display. Sorry bruh. Apple.is gonna fall harder. Like I told you, Apple could fall ton150M sells for 2019. So if they continue to lose 5M in just a few more places, my prediction will be more turn than yours. Both Samsung and Apple are effected on sales almost equally. But Samsung can compete where Apple can't.

36. midan

Posts: 2575; Member since: Oct 09, 2017

"Like I told you, Apple could fall ton150M sells for 2019." So now you admit that it was you? last time it was many analysts :D Zero analysts have ever said that because everyone would laugh if they write such a thing. This is comparable with your 50% of something is 100%. I know math isn't your thing. But like i said earlier, 150 million would mean average 37,5 million every q. They are already currently hitting that number and their best quarters are still ahead. Which means it's quite impossible to drop that low, Sales will be propably around 190 million.

29. wickedwilly

Posts: 578; Member since: Sep 19, 2018

'iPhone users wouldn't switch to those. So sorry you are wrong" Typical apologist mentality, make up a lie then draw a conclusion from it. I switched from an iPhone, virtually everyone I know had iPhones but now are on Android. iPhones are not better and tech and functionality comes way late on iPhones. That is one reason why many switched away from iPhones. This is also a big reason new users chose Android over IOS. S10's are also selling well in the EU and the world, its direct competition the 10s and 10s max are not. As for you saying you have data that shows this, we all know how you have misquoted data and research in the past.

37. midan

Posts: 2575; Member since: Oct 09, 2017

'iPhone users wouldn't switch to those. So sorry you are wrong" Typical apologist mentality, make up a lie then draw a conclusion from it. I switched from an iPhone, virtually everyone I know had iPhones but now are on Android." You switched from iPhone to $200 low end android phone? stop lying..

41. wickedwilly

Posts: 578; Member since: Sep 19, 2018

No I switched from the most expensive iPhone but with midrange specs and functionality, to the most expensive Samsung Note. One with class leading specs and functionality. I could afford anything you can, it is just I am not stupid enough to fall for all the Apple BS you drink like water.

45. midan

Posts: 2575; Member since: Oct 09, 2017

”As i live in EU and we get 15 best selling phone lists every month from our carriers i can say to you that most phones huawei sell is cheap under $200 phones. That's why their unit sales are that high. IPhone users wouldn't switch to those. So sorry you are wrong.” So i have no idea why you replied to me, reading problems maybe?

49. wickedwilly

Posts: 578; Member since: Sep 19, 2018

So post a link of this list you quote and let's see if it justified your claim. Let's face it, when you do it virtually always proves you wrong. Quoting a report with no source and one which could not justify your statement shows just how desperate you are. Suggesting I have reading problems when clearly I am correcting you makes it worse. I replied because what you stated was utter rubbish. For sure those companies would not sell at an average price comparable to Apples, BUT they will sell large numbers of flagship and high mid-phones that are comparable to iPhones, with its high prices and lower specs. A Note is not a low-end Android phone and has consistently been the best or one of the best phones every year. It certainly has been a better all round phone than any iPhone for many years and the reason, I left the IOS ecosytem. The hardware and software were simply better. So sorry in this you are very wrong too.

12. Leo_MC

Posts: 6629; Member since: Dec 02, 2011

Even though 6 had the best sales, 6s was the first truly mature and long lasting iPhone (until 6s there was room to improovement, but after 6s and its powerful chip is was no longer the case). Since it was released (in 2015), there were 3 generations of iPhones (not counting the ones from 2018); Europe accounts to 1/4 of share, which means there are 150 mil 6s-8 iPhones; considering the market share that Apple has in Europe, it's safe to say that almost all the Apple users use a great device and they hardly have a reason to upgrade to a 2018 iPhone.

16. Man_Utd

Posts: 161; Member since: Feb 03, 2015

I love how you and midan are trying to spin Apple's loss in sales. At the end of the day, Apple has stopped innovating and the sales reflect it. But hey, instead of buying the latest and greatest phone, you can spend your money on SERVICES! YA!

18. Leo_MC

Posts: 6629; Member since: Dec 02, 2011

Apple innovated by creating AW.

30. wickedwilly

Posts: 578; Member since: Sep 19, 2018

That was not innovation it was Apple late to the market yet again with a poor product, that was overpriced, terrible battery life and a clunky slow OS.

33. Leo_MC

Posts: 6629; Member since: Dec 02, 2011

You have got to Lassen what innovation really means...

38. Leo_MC

Posts: 6629; Member since: Dec 02, 2011

Lassen=learn (I don't even know where that word came from...)

43. wickedwilly

Posts: 578; Member since: Sep 19, 2018

Lassen, in English lesson, means " a period of time in which a person is taught about a subject or how to do something" or "an experience that teaches you how to behave better in a similar situation in the future". You are learning while you are in a lesson. Tell me what was innovative about the Apple Watch? First smartwatch .... NO, first with fitness date .... No, first with health info, messaging, music no, no, no. There I have given you a lesson!

46. Leo_MC

Posts: 6629; Member since: Dec 02, 2011

Dude, I told you numerous times that innovation is not about the features, it's about changing behaviors.

42. wickedwilly

Posts: 578; Member since: Sep 19, 2018

You need a "lasson" in reading and comprehension. You definitions go from silly to wacko! How many times have I quoted you the Oxford or Cambridge dictionaries and you come up with some other made up definition to make your point.

32. tedkord

Posts: 17131; Member since: Jun 17, 2009

The root beer?

19. midan

Posts: 2575; Member since: Oct 09, 2017

Everyone knows that there isn’t any meaningful innovation happening in mobile world from any OEM. That’s why the markets are stagnant, devices are too good if you own flagship phone from recent years.

31. wickedwilly

Posts: 578; Member since: Sep 19, 2018

Why then did Apple fans claim the iPhone X was innovative? Yet this was just a collection of new features copied from Android phones where the innovation originated.

50. wickedwilly

Posts: 578; Member since: Sep 19, 2018

No reply to the stark reality Midan? Just because Apple stopped innovating, it does not mean others did too.

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