In the last three months of 2019, every 10 smartphones sold out of 1 in Europe and the United States is an iPhone 11. With this record result, the latest model from Apple is the first to count. The figure is even more impressive when you consider that it is double what iPhone XR managed to do in the same period last year. The whole family of the latest generation of iPhones is doing very well: alone they represented half of the phones sold by Apple (to make a comparison, the iPhone XR/XS/XS Max had reached only 36%).
Overall, iOS devices accounted for almost a quarter of all sales in the five major European markets, the USA, Japan, Australia and urban China. In this region, iPhone 11 was the top seller, while iPhone 11 Pro and iPhone 11 Pro Max took third and fourth places respectively.
On the contrary, Samsung’s performances appear flat, even if the balance between the various models has changed. In particular, the excellent performance of the new Galaxy A series has decreased the sales of Galaxy S, thus lowering the average selling price.
Looking to Europe, Huawei/Honor continues to suffer the consequences of the ban and sees its sales numbers drop by 4.4%. In China, however, things go in the opposite direction and the company consolidates its leadership even more by stealing shares from rivals like Xiaomi, Oppo and Vivo to represent 44.2% of the national market. This trend instead appears reversed in Europe where Xiaomi grows wildly (+7.2% in the period October-December 2019) and is preparing to oust Huawei from the third position, after Samsung and Apple.
