Happy New Year for Apple! According to sales figures for the fourth quarter of 2019 unveiled in late January by Kantar, the iPhone 11 sold very well in 2019. The new apple smartphone would have done almost twice as well as its ancestor, the iPhone Xr.
In one year, Apple's market share in the smartphone market has dropped from 22.7% to 24.3% in Western Europe, from 42.8% to 47.9% in the United States, from 40 , 7% to 43.7% in Australia and from 46.7% to 52.5% in Japan,
Faced with Apple's success, the competition remains very tough. Samsung almost does not back down internationally. Huawei, on the other hand, is seeing its market share plummet in Europe, dropping from 20.8% market share to just 16.4%.
In fourth position, its Chinese rival Xiaomi takes advantage of this delicate situation to climb to almost 14.2% and consolidate its position as fourth player on the market.
The Chinese exception
2020 will represent a new challenge for the Chinese giants. According to analysts, Apple should record new sales records in the first half of 2020, thanks in particular to the release of its iPhone 9, a mini model that could appeal to a new segment of consumers. Samsung and Huawei will rely more on innovation by marketing foldable and 5G models to appeal to the consumer.
The only bad note for the apple: the group's performance in China remains very timid. Officially, Apple would control 21.4% of the market. Unofficially, its market shares are timidly approaching 10%, Kantar's figures are not considered to be completely reliable for this market.
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