Apple Tops Europe Smartphone Sales in Q4 But Samsung Keeps 2023 Crown As High-End Phones Take Record Share
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Apple topped the European smartphone market in Q4 2023, fueled by iPhone 15 Pro/Pro Max sales. But Samsung kept the #1 spot for full year 2023.
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The market saw 129.8 million shipments in 2023, an 8% drop from 2022. However, single-digit growth is predicted in 2024 amid a device refresh cycle.
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High-end $800+ phones took a record 40% market share in Q4 2023. Apple dominated with 75% share in this segment.
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Smaller brands like Oppo and Honor are expected to increase market share after settling patent disputes.
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Vendors will focus more on on-device AI for personalization and entertainment. But they need to educate consumers to maximize returns.