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'Spectacular' iPhone 12 launch drives record Apple Q4 in Europe

Apple iPhone 12 Pro Max cameras
Apple iPhone 12 Pro Max cameras (Image credit: Apple)

What you need to know

  • Apple enjoyed a "spectacular" iPhone 12 launch which gave it a record 30% market share in Europe in Q4.
  • The market in Europe as a whole shrunk over the year, as did Apple's sales in 2020.

A "spectacular" iPhone 12 launch helped Apple secure 30% of the market share in Europe during Q4, as the company shipped some 15.7 million iPhones.

From Counterpoint Research:

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.

Xiaomi and Oppo also had strong years in Europe, but Counterpoint says it was a year to forget for Samsung and Huawei.

A theme of global success, the iPhone 12 reportedly helped Apple dominate the smartphone market in Japan in the same quarter, increasing shipments by 14% and securing more than 50% of the market share. From that report:

A new report says the iPhone 12 helped Apple snag more than 50% of the smartphone market in Japan in Q4 of 2020.From new IDC research:In the fourth quarter of 2020, total shipments of mobile phones in the domestic market increased 10.6% year-on-year to 11.432 million units. The reason for this increase is that Apple's shipments, mainly new models compatible with 5G, increased by 13.8% year-on-year to 6.015 million units, and many Android products also shipped in the middle to low price range. As a result, the number of units increased by 6.5% from the same period of the previous year to 5,286,000 units.According to the figures, Apple was the top vendor with a 52.6% share, followed by Sharp (12.4%), Kyocera (7.0%), and Samsung (6.8%).Over the full year, shipments in the country rose by nearly 6 percent, with Apple taking a slightly less generous, but still leading share of 46.5%.

Stephen Warwick
Stephen Warwick

Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.

Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple.