Apple’s iPhone now has 26% of the European smartphone market

The Europe smartphone market declined by 23% year-over-year (YoY) to 38 million units in quarter one (Q1) of 2023; the lowest quarterly total since Q2 2012, reports Counterpoint Research.

Samsung maintained leadership despite a 27% YoY shipment decrease, thanks largely to a relatively successful launch of its latest flagship Galaxy S23 series. Second place Apple gained share slightly YoY, but this was more due to it declining less (21%) than most other vendors, according to Counterpoint.

Apple now has 26% of the European smartphone market. That compares to 25% in the first quarter of 2022.

China-based Xiaomi was the only major vendor to grow YoY, due to a recovery from a poor Q1 2022.

“The cost-of-living crisis continued to pour misery onto European consumers, resulting in a tough start to 2023,” says Counterpoint Research Associate Director Jan Stryjak. “… We predicted the difficult conditions would get worse before they got better, and this was borne-out by the worst quarter for smartphone shipments we’ve seen in Europe in over a decade. However, we remain optimistic that the economic pressures should start easing in the next few quarters, boosting consumer confidence and leading to a better end of the year.”

Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.