Apple and Samsung dominate UK smartphone market

Apple and Samsung dominate UK smartphone market [Image: PeopleImages via iStock]

Apple and Samsung continued their dominance in the UK smartphone market in the third quarter of 2017, according to new findings from Counterpoint Research.

Counterpoint’s Market Pulse service found that Apple maintained its market lead, with a 34.4 per cent share, despite sales declining sequentially. Samsung was the second largest brand, just behind Apple, with flat year-on-year market share of 34 per cent.

Chinese giant Huawei was third, making up 13 per cent of the market. It was a “consistent double-digit market share”, according to Parv Sharma, research associate at Counterpoint Research.

Mr Sharma explained that Huawei leverages “a diverse portfolio across all price tiers”, but that it is still some distance behind Samsung and Apple. He said the two leading firms “represent something approaching a virtual duopoly”.

According to Mr Sharma, “Apple and Samsung together control more than two thirds of the UK smartphone market in sales volumes and more than 80 per cent in sales value”.

Commenting on the premium smartphone market, Counterpoint research director Peter Richardson said: “Apple dominated the premium segment and was the main contributor to overall market value share – especially as the average selling price of the newly launched iPhone 8 was higher than the iPhone 7’s launch price.

“Samsung also enjoyed a strong position, accounting for almost one-third of the premium market volume during the quarter. Apple and Samsung together leave very little room for other players.”

Apple’s iPhone 7 was the best selling smartphone of the period, contributing to 15 per cent of the total smartphones sold in the quarter. Samsung’s Galaxy S8 and S8 Plus were second and third respectively.

However, Counterpoint found that UK smartphones sales remained flat annually in the third quarter of 2017, while the overall handset market (including feature phones) declined by eight per cent year on year.