Europe's Smartphone No.1 Changed Four Times Last Year... Samsung's Precarious Top Spot
Market Share at 32%... Year-on-Year Growth Rate Limited to 6%
[Asia Economy Reporter Cha Min-young] The top smartphone vendor in the European market changed four times last year, cycling through 'Apple-Samsung Electronics-Xiaomi-Samsung Electronics-Apple.' Despite semiconductor supply variables, Samsung ultimately secured the winning position, but competition has become fiercer.
According to global market research firm Counterpoint Research on the 7th, the European smartphone market grew by 8 percentage points compared to the previous year in 2021. However, due to the ongoing COVID-19 pandemic and parts shortages, the market has not yet recovered to pre-COVID-19 levels.
Samsung Electronics maintained its annual top position with a 32% market share. However, its growth rate was only 6 percentage points compared to the previous year, lagging behind competitors. Samsung faced production disruptions after closing its Vietnam factory due to the spread of COVID-19. During this period, Xiaomi temporarily took the top spot in June, but Samsung reclaimed first place in July, buoyed by the strong performance of the Galaxy A series. In the second half of the year, while Xiaomi struggled with parts shortages, Samsung solidified its lead by launching the Galaxy Z series foldable smartphones. However, in October, Apple released the new iPhone 13, reclaiming the top spot in November and December.
Analyst Jan Strijjak said, “It is encouraging that the European market grew last year, but considering the 14 percentage point decline in 2020 due to COVID-19, the level is unsatisfactory. Huawei’s sales dropped by 90% year-on-year last year, with its market share falling to the 1% range, which somewhat contributed to the market decline. However, other Chinese companies showed noticeable growth,” he noted.
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Similar trends are expected in the European market this year as well. Samsung Electronics plans to launch the Galaxy S22 series, and Apple is also expected to unveil a new iPhone SE at its March Apple event. Motorola, Nokia, HMD, Honor, and others are also making comebacks.
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