Samsung has a reason to say that mid-range smartphones have helped them get rid of the drop in profits. Canalys estimates that Samsung has grown strongly in Europe in the second quarter of 2019 thanks in part to the mid-range segment (growth of 40.6% compared to 33.9% a year ago). A total of 18.3 million smartphones were sold by Samsung in this market.
Mid-range smartphones help Samsung market share increase sharply in Europe
Top 5 best-selling mid-range smartphones up to 3 Samsung models, all of which are more affordable A-series models like Galaxy A50 (about 3.2 million units sold). Flagships like the Galaxy S and Galaxy Note may be Samsung's stars, but cheap models really put people in stores.
The same strategy also helps Xiaomi win for itself. Xiaomi's market share in Europe has increased to 9.6% (up from 6.5% market share of the same period last year) thanks to mid-range phones such as Redmi Note 7.
Statistics table of European smartphone market share in Quarter 2/2019
Meanwhile, Huawei due to US embargo policy has dropped its market share from 22.4% in the second quarter of 2018 to 18.8% this year. However, Huawei still ranked second in market share in Europe, behind only Samsung.
The manufacturer of Nokia and HMD Global phones is also declining in this market, accounting for 2.7% of the market share (compared to 3.2% in the same period in 2018). Weak iPhone sales are also clearly shown in the data table, in the second quarter of 2019, Apple accounted for 14.1% market share in the European market, down from 17% in the same period last year. Apple's most popular model is the relatively affordable iPhone XR – cost is also an important factor even in the high-end segment.
These ratings may not last long. Samsung's renewed focus on mid-range models may help Samsung lead the pack, but Huawei may be in trouble if it does not continue to use Android. Xiaomi can also enjoy faster growth by partnering with carriers to release early 5G smartphones. Meanwhile, in a few weeks Apple will introduce a new iPhone series, possibly including the iPhone XR with dual cameras in the back. Therefore, Canalys's ranking may change in the next few months.