The iPhone accounts for 18.9% of smartphone sales across EU5

After a week of sales of its latest iPhone models, data from the Kantar research group shows that Apple’s iOS accounts for 18.9% of all smartphone sales across the five major European markets (EU5), with new launches helping it to see positive year-on-year growth across all five major European markets. 

Conversely Android saw its share fall in EU5 ( down 1.5% points, though this trend was reversed in U.S. where it was up.8% points. Despite Android OS’s overall fall in market share in European markets, Samsung was the fastest growing major brand in the region.

“Quarter three [Q3] of 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, up from 6.6% from the launch of the iPhone XS family in Q3 2018,” says Dominic Sunnebo, global director for Kantar. “The new models are all selling well, with the more competitively priced iPhone 11 is 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. 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%.”

On the downside, Apple share fell slightly in China, the world’s largest Smartphone market, down 1.3 points. Kantar says the pendulum continues to swing towards home grown Chinese brands, who accounted for 79.3% of sales in the Chinese market in Q3 2019.