iPhone shipments suffer shocking decline in Europe

By

The iPhone XS Max is 25 percent larger than any previous iOS handset. So how is it as an iPad mini replacement?
There were problems in the Middle East and Africa, too.
Photo: Ed Hardy/Cult of Mac

China might be the focus of Apple’s iPhone sales woes, but it’s not the only market where Apple’s smartphones are running into problems.

According to new IDC figures, during the first quarter of 2019 Apple shipped 2.4 million fewer iPhones to Europe, the Middle East, and Africa than it did during the same three-month span in 2018. That’s a decrease of 22.7%.

In total, Apple shipped 7.8 million smartphones to the region. During the year-ago quarter, it shipped 10.2 million handsets. A slowing market, combined with new challengers, reduced Apple’s market share from 18.5% to 14.74%. H

To try and get its handsets into more people’s hands, Apple has been more proactive with price reductions and promotions. That may have had some impact, but it seems that Apple is still experiencing some difficulties. However, it’s worth noting that, while numbers fell, the average selling price of the iPhone has increased. This should offset some of the declining revenue from fewer handsets.

Challenges in the smartphone industry

Apple isn’t the only handset maker to run into challenges. Samsung’s business declined 6.8%. Huawei, which is currently experiencing its own issues, was the quarter’s big winner — with shipments jumping 66.1% to 13.5 million units.

“The market has been changing in the last few quarters in relatively predictable ways,” said IDC EMEA research manager Marta Pino. “Shipments have slowed as consumers hold onto devices for longer, Apple has been challenged with its latest devices, and Chinese manufacturers have been making strides each quarter.”

For its part, Apple has successfully been growing other parts of its business to try and prepare for a world in which iPhones aren’t the unstoppable, ever-rising sales juggernaut they’ve been in the past. A lot of this focus has been on growing Apple’s Services division. The likes of iCloud, Apple Music, Apple News+ and others won’t replace the iPhone as a cash generator, but they’re certainly a step in the right direction.

Source: IDC