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