In a year 2022 marked by inflation, sales of smartphones are in free fall compared to last year. Despite everything, Samsung continues to occupy the first place on the podium on the Old Continent.
The firm specializing in market analysis Counterpoint Research has published its quarterly report on smartphone sales in Europe. It concerns the period from the beginning of July to the end of September 2022.
apple fall
A total of 40 million smartphones were shipped in the third quarter, down 16% from the same period a year earlier. If this figure is not very bright, it still marks a slight increase of 4% compared to the second quarter.
With 13.5 million units sold, Samsung is the favorite brand of Europeans, despite a significant drop in sales. For the very first time, Apple drops to third place in the rankings, while the launch of the iPhone 14 was not as strong as expected. In question, the price increase operated by the apple brand as well as the constraints on the supply chain, coupled with a weaker demand from consumers.
Apple sold just 8.5 million devices, down from 17.9 million a year ago.
Chinese manufacturers take advantage of the Russian market
It was the Chinese manufacturer Xiaomi that passed the Cupertino company, taking advantage in particular of the withdrawals of Apple and Samsung in Russia to sell its units there. Realme, another manufacturer from the Middle Kingdom, also saw its sales increase significantly in Eastern Europe, allowing it to overtake OPPO and position itself in fourth place in the ranking for the very first time.
The associate director of Counterpoint Research, Jan Stryjak, expects the trend to reverse slightly in the fourth quarter with notably a much better performance from Apple, but overall sales should still remain weak.
” With the effects of the launch of the latest iPhone being fully felt in the fourth quarter, further improvements are likely in the next quarter. However, forecasts of a harsh winter will limit consumer demand, and with some OEMs facing the challenge of excess inventory, shipments are unlikely to reach last year’s levels, let alone pre-pandemic. “, did he declare.
Source : Counterpoint Research
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