Apple Surpasses Samsung in European Smartphone Market

Apple's iPhone 15 Pro demand propels the company to the top spot in Europe, ending Samsung's decade-long dominance.

Apple reclaimed the top position in the European smartphone market in Q4 2023, driven by strong demand for the iPhone 15 Pro.
Samsung experienced a 12% decline in smartphone shipments in Europe, marking a significant year-on-year drop.
High-end smartphones, priced at $800 or higher, accounted for almost 40% of the market share in Europe during Q4 2023.
Apple's innovative marketing strategies, including a leasing partnership with Santander in Spain, contributed to its success.
The European smartphone market is expected to return to growth in 2024, driven by a refresh cycle of devices purchased during the pandemic.