Apple’s iPhone 12 series sold spectacularly well in Europe in Q4 2020

2020 was a rollercoaster year for the European smartphone market, but Apple’s iPhone 12 series sold spectacularly well in Europe in Q4 2020 according to Counterpoint Technology Market Research.

The reaction to COVID-19 hit the region hard, resulting in both supply and demand side issues. Meanwhile, economic concerns and employment worries led to consumers saving rather than spending, and widespread lockdowns meant that many consumers were unable or unwilling to visit retail stores and buy new devices.

Speaking about the overall market, Counterpoint Research’s Associate Director, Jan Stryjak said in a statement, “April was the worst month of the year, with sales down almost 50% on 2019. Declining cases and easing restrictions led to a recovery over the summer, but the virus came back with a vengeance. COVID-19 cases rose in September leading to new lockdowns across Europe from November. The end of the year, therefore, saw the market decline again, despite the best efforts of Apple. Overall, 2020 saw the European smartphone market shrink by 14% versus 2019.”

Full year European Smartphone Sales Market Share and Growth

Full year European Smartphone Sales Market Share and Growth
Source: Counterpoint Research Market Monitor Q4 2020

Apple may have declined slightly in 2020, but this doesn’t tell the full story. The decision to delay the launch of the iPhone 12 appears to have paid off, for two reasons. First, it gave the iPhone 11 and iPhone SE the opportunity to demonstrate remarkable longevity, selling continuously well in many markets throughout the year. And second, it built up demand for the new device which, when finally launched in October, sold spectacularly. In fact, the iPhone 12 was Apple’s most successful device launch to date, and drove Apple to a record share high of 30% in Q4 2020. — Counterpoint

MacDailyNews Take: Great showing for Apple’s iPhone — especially the iPhone 12 series — in Europe, yet the amount of settlers who are still wasting their money on inferior iPhone knockoffs evokes the same contempt we have with those who flush their cash on Windows PCs, thinking they’re “saving,” but really spending more in the long run while steeping themselves in totally unnecessary frustration, insecurity, and soul-crushing inelegance.

If only the world’s average IQ were 5 points higher. It must be God’s cruel joke.MacDailyNews, June 23, 2009

We’ve found that a person’s choice of smartphone can be used as a remarkably reliable instant IQ test. It’s an excellent tool for weeding through job applicants, dating prospects, taking advantage of salespeople, etc.


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