Strategy Analytics: UK Smartphone Shipments Fell 14 Percent in Q4 2018

BOSTON–(BUSINESS WIRE)–lt;a href=”” target=”_blank”gt;$aapllt;/agt; lt;a href=”” target=”_blank”gt;#applelt;/agt;–According to the latest research from Strategy Analytics, United
Kingdom smartphone shipments
tumbled 14 percent annually to
reach 7 million units in the fourth quarter of 2018. Huawei was the star
performer, while Samsung lost ground.

Rajeev Nair, Senior Analyst at Strategy Analytics, said, “UK smartphone
shipments declined 14 percent annually from 8.5 million units in Q4 2017
to 7.3 million in Q4 2018. United Kingdom is the largest smartphone
market in Western Europe and it is suffering from weak sales, due to
longer replacement rates, a lack of wow designs, and Brexit uncertainty
causing consumers to hold off on some new purchases.”

Neil Mawston, Executive Director at Strategy Analytics, added, “Apple
shipped 3.0 million smartphones and captured a dominant 41 percent
marketshare in the UK during Q4 2018. Apple has a prestigious brand and
extensive retail presence across the UK market. Despite a slight decline
from a year ago, Apple’s grip on the UK smartphone market remains fairly
tight and the iPhone has two times more marketshare than closest rival

Woody Oh, Director at Strategy Analytics, added, “Samsung clung on to
second place with 19 percent smartphone marketshare in the UK during Q4
2018, down from 21 percent a year ago. Samsung’s UK smartphone
marketshare has more than halved during the past six years. Samsung is
facing intense competitive pressure from Huawei, who is targeting
Samsung’s core segments in the midrange and premium-tier with popular
models such as the P20. Huawei’s UK smartphone marketshare has leapt
from 8 percent in Q4 2017 to 12 percent in Q4 2018. Huawei is growing
fast in the UK, due to heavy co-marketing of its models with major
carriers like EE.”


Exhibit 1: UK Smartphone Vendor Shipments and Marketshare in Q4
2018 1

UK Smartphone Shipments (Millions of Units)   Q4 ’17   Q4 ’18   Growth YoY (%)
Apple 3.7 3.0 -19%
Samsung 1.8 1.4 -22%
Huawei 0.7 0.9 36%
Others   2.3   2.0   -15%
Total   8.5   7.3   -14%
UK Smartphone Vendor Marketshare (%)   Q4 ’17   Q4 ’18
Apple 43.5% 41.1%
Samsung 21.2% 19.2%
Huawei 7.8% 12.3%
Others   27.5%   27.4%
Total   100.0%   100.0%

Source: Strategy Analytics


About Strategy Analytics:

Strategy Analytics is a global, independent research and consulting
firm. The company is headquartered in Boston, USA, with offices in the
UK, France, Germany, Japan, South Korea, Taiwan, India and China. Visit
for more information.

1Numbers are rounded.


Americas Contact:
Linda Sui / +1 617 614 0735 /

Neil Mawston / +44 1908 423 628 /

Woody Oh / +44 1908 423 665 /

Nair / +44 1908 423 629 /

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