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

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


February 13, 2019



SA says, UK smartphone shipments tumbled 14 percent YoY to reach 7 million in Q4 2018. Apple iPhone captured a dominant 41 percent marketshare.

BOSTON--(BUSINESS WIRE)--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 Samsung.”

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 www.strategyanalytics.com for more information.

1 Numbers are rounded.


Americas Contact:
Linda Sui / +1 617 614 0735 / LSui@strategyanalytics.com

EMEA Contact:
Neil Mawston / +44 1908 423 628 / NMawston@strategyanalytics.com

Asia Contacts:
Woody Oh / +44 1908 423 665 / WOh@strategyanalytics.com

Rajeev Nair / +44 1908 423 629 / RNair@strategyanalytics.com