Counterpoint: Apple iPhone's market share in Europe reached 26% in 2021, setting a record high

Apple Inc.’s smartphone business grew 25% year-over-year in Europe in 2021 and achieved its highest ever market share in the region by December 2021. The iPhone maker’s smartphone market share surpassed Samsung twice in Europe last year. According to a new report from Counterpoint Research, Apple started and ended the year as the largest smartphone maker in the region.

Apple's total European market share for the whole of 2021 was 26%, up from 22% in 2020. Samsung's market share was slightly higher in 2021, at 32%, though Apple ended the year with a total market share of 33% – its highest share in Europe to date.

As the European smartphone market experienced a turbulent year, market leadership changed hands several times in 2021. The entire smartphone industry grew 8% year-on-year in the region. However, this growth only marked a recovery from the sales decline caused by the pandemic in 2020.

“It’s great to see the European smartphone market grow in 2021, but this only tells half the story; the impact of COVID-19 led to a 14% annual decline in sales in 2020, meaning market sentiment remains well below pre-pandemic levels,” said Jan Stryjak, associate director at Counterpoint.

The rest of the smartphone market, especially Chinese brands, saw even higher growth levels in 2021 than leading brands such as Samsung and Apple. Xiaomi, for example, grew 50% year-on-year. OPPO grew 94% year-on-year in 2021, while Realme grew 162%.

Not all Chinese brands have seen such growth. For example, Huawei's shipments plummeted by 90% in 2021, leaving it with only 1% of the market share.

Heading into 2022, Apple remains in the lead in terms of market share, and Counterpoint expects its upcoming iPhone SE refresh to give the company a further seasonal boost later this year.

From cnbeta