Last year, Xiaomi, OPPO, and Realme smartphones benefited greatly in the European market. The Counterpoint Research believes that the iPhone 12 series delayed last year is likely to be beneficial to Apple’s development, especially bringing two benefits. Let us remind you that the iPhone 12 is a new iPhone model developed by Apple Inc. It is part of a device family that was announced during a special event on October 13, 2020 to succeed the iPhone 11 line. Additional iPhone 12 models include the downsized iPhone 12 mini, the high-end 12 Pro and larger 12 Pro Max.
Apple sales drop
Counterpoint said that in 2020, sales of smartphones in Europe fell by 14% compared to the previous year. Apple was not spared, with sales falling 4% from 2019 levels. “2020 is a roller coaster year for the European smartphone market. The COVID-19 pandemic has hit the region hard, causing both supply and demand problems. At the same time, economic and employment concerns have caused consumers to save instead of spending. The blockade of scope means that many consumers are unable or unwilling to go to retail stores to purchase new equipment.
When talking about the overall market, Jan Stryjak, deputy director of Counterpoint Research, said: April was the worst month of 2020, with sales falling by nearly 50% compared to 2019. The decline in cases and the relaxation of restrictions led to a summer recovery, but the virus is back. The rise in COVID-19 cases last September led to new lockdowns across Europe starting in November. Therefore, despite Apple’s best efforts, the market fell again at the end of the year. Overall, the European smartphone market in 2020 has shrunk by 14% compared to 2019. “
The delayed launch of the iPhone 12 also has benefits
The Counterpoint pointed out that Apple’s performance is better than the entire market. The delayed release of the iPhone 12 may be good news for the Cupertino-based company. “Apple may have a slight decline in 2020. However this does not explain all the problems. The decision to delay the launch of the iPhone 12 seems to have been paid off for two reasons. First, it gave the iPhone 11 and iPhone SE the opportunity to demonstrate an extraordinary lifespan. It continued to sell well in many markets throughout the year. Second, it established demand for new devices, and when it was finally launched in October last year, sales were spectacular. In fact, the iPhone 12 series is Apple’s most successful device release to date. It has promoted Apple set a new high of 30% share in the fourth quarter of 2020.”
In the case of many people facing financial pressure through holidays or reduced working hours, mid-range and economy brands perform best. “Xiaomi is the main winner in Europe in 2020, becoming the third largest OEM in the region. Huawei has sacrificed, OPPO entered the European market in 2018. And 2020 is the year to gain share. The cooperation of the largest operator groups-namely Vodafone, Telefonica, Orange and Deutsche Telekom-means that OPPO equipment can be sold in important operator channels throughout Europe. Realme is the fastest-growing brand in Europe in 2020 sales. The amount has increased by more than ten times over 2019. Its strong value proposition has enabled it to achieve good growth in price-conscious markets such as Italy, Spain and the entire Eastern Europe.” Globally, Apple enjoys moderate growth and Samsung has made sacrifices.