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Although the Europe, Middle East, and Africa (EMEA) Smartphone Market posted its weakest results in six years, Apple bucked the Trend

1 x cover 5g iPhone 12


The Europe, Middle East, and Africa (EMEA) smartphone market recorded its weakest performance in six years in 2020 due to the COVID-19 crisis, according to International Data Corporation (IDC).


IDC’s Worldwide Quarterly Mobile Phone Tracker reports the EMEA market volume contracted 4.2% in units year on year, dropping to a total of 345.2 million. The market’s value likewise declined, by 4.6% year on year, to around $110 billion.


IDC’s Tracker reports that competition brought the average, before-tax retail price of an Android smartphone down to $278 in Europe in 2020. This marked an 8.5% year-on-year price drop. Apple, however, saw its average European smartphone sales price increase to $894. Apple recorded a strong 2020, finishing with its best Q4 ever on the European market. The chart below finished 2020 with 15.4% market share vs. 13.4% in 2019.  Although Samsung ended the year in the top spot, they fell 15.9% in 2020 vs. 2019. 


(Click on image to Enlarge)

2 IDC EMEA Smartphone report for 2020


The COVID-19 pandemic stunted the expected growth of Android 5G devices in Europe in 2020, with 5G-capable phones capturing just one-tenth of the total smartphone volume. Apple's decision to make all iPhone 12 devices 5G-capable boosted the market in Q4. IDC expects as many as one in four smartphones shipped to Europe in 2021 to be 5G-capable. For more, read the full IDC report.


10.0F1 - Apple Market Statistics Bar


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