Counterpoint: iPhone 12 sold 'spectacularly' in Europe

"The iPhone 12 was Apple’s most successful device launch to date, and drove Apple to a record [European] share high of 30% in Q4 2020."

From "European Smartphone Market Down 14% YoY in 2020; Xiaomi gains while Huawei and Samsung Lose" posted Friday:

Apple may have declined slightly in 2020, but this doesn’t tell the full story. The decision to delay the launch of the iPhone 12 appears to have paid off, for two reasons. First, it gave the iPhone 11 and iPhone SE the opportunity to demonstrate remarkable longevity, selling continuously well in many markets throughout the year. And second, it built up demand for the new device which, when finally launched in October, sold spectacularly. In fact, the iPhone 12 was Apple’s most successful device launch to date, and drove Apple to a record share high of 30% in Q4 2020.

Cue the chart:

apple counterpoint iphone europs

My take: Two continents down, five to go.


  1. Gregg Thurman said:
    I’m have a hard time seeing “spectacularly” in those numbers. The best I can interpret is that iPhone (YOY) didn’t decline as much as the competition.

    February 26, 2021
    • Fred Stein said:
      Yes, I had the same reaction, at first. Then noted the late launch in 2020 vs. 2019. We’ll have to wait to get the FY Q2 YoY comparison, when supply constraints abated.

      February 26, 2021
    • David Emery said:
      But if you think about high-end, i.e. Apple’s competitor (Samsung), Apple did much better than its competition. Seems the rest of the companies listed are not in competition with Apple, but rather are at the bottom end of the market.

      February 26, 2021
  2. Bart Yee said:
    A key issue I’ve been following and not seeing anything yet: how poorly are Samsung’s new Galaxy S21 series selling since their intro mid January and available end of January? Usually Samsung will trumpet first week or month sales numbers IF they are good. I suspect continuing shrinkage of Android high end flagship market, either they are migrating down market, getting turned off by Samsung and others’ design choices, or they are switching to Apple. I don’t much count the Android folding phones of any design because I believe they are all outsold even by the iPhone 12 mini in volume.

    Let me know if you can find any article showing Samsung Galaxy S relative sales numbers. Oh, btw, a number of retail outlets have dropped prices by as much as $200 for GS models just 3 weeks after introduction, IMO unlike Apple, a sure sign of poor pricing power and poor demand.

    February 26, 2021
  3. John Konopka said:
    I wonder what will happen in the fall? If the iPhone 12 is doing so well will Apple go back to a September introduction for the next iPhone? Maybe they could change to an 18 month cycle? That would be weird. People like some sort of annual cycle for things.

    February 26, 2021

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