According to the latest reports, in 2020, the smartphone market in Europe, the Middle East and Africa showed its worst performance in six years, but Apple’s iPhone’s market share has increased.
According to IDC analysis, shipments in Europe, Middle East, and Africa (EMEA) markets fell 4.2% year-on-year in 2020 to 345.2 million units. The market value of the stock market also fell, dropping by 4.6% to around US$110 billion. IDC attributed the shrinking EMEA market to the new crown pandemic.
In Europe, smartphone sales in the market fell by 4.9% to 195.2 million. The market value of European stock markets fell 3% to 82.4 million US dollars.
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IDC EMEA project manager Zdenek Krouzel said: “If you only look at the revenue figures, you might think this is a typical year of economic turmoil, not a huge economic recession caused by a pandemic and a few months of national lockdown.”
In 2020, Apple’s market share in EMEA has increased by 10%. Its share of the EMEA market reached 15.4%, compared to only 13.4% in 2019. Samsung’s share has declined over the same period, a decline of 15.9%. Previously, in 2019 and 2020, it had 32.9% and 28.9% respectively.
IDC said that Apple’s decision to make the entire iPhone 12 and iPhone 12 Pro product lines compatible with 5G “boosted the market in the fourth quarter.” At the end of Q4, Apple announced its best performance so far in the European market.
But in terms of overall market share, Samsung still tops the list, and Apple is second. TRANSSION, Huawei and Xiaomi followed closely behind with 13.6%, 12.7%, and 11.9% market share respectively.
In 2020, Apple’s total shipments of smartphones will be 53.2 million units. Samsung shipped 99.7 million units. In 2020, Huawei’s market share plummeted by 35.8%, from 68.5 million units in 2019 to 44 million units in 2020.
IDC predicts that the European smartphone market will grow slightly in 2021. Despite the decline of Huawei, the Android market will remain competitive.
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