Top

Apple continues to dominate the UK smartphone market

UK smartphones sales remained flat annually in Q3 2017, while the overall handset market (including feature phones) declined by 8% year on year.

Apple continued to lead the smartphone market with just over 34% share despite sales declining sequentially. Samsung was the second largest brand, slightly behind Apple, with flat market share YoY. The Chinese giant Huawei was the third largest brand, with consistent double-digit market share, leveraging a diverse portfolio across all price-tiers, but still some distance behind Samsung and Apple that represent something approaching a virtual duopoly. Like we see in the US market, Apple & Samsung together control more than two thirds of the UK smartphone market in sales volumes and more than 80% in sales value.

Exhibit 1: UK Smartphone Sales Ranking and Market Share – Q3 2017

Source: Counterpoint Research: Quarterly Market Pulse Q3 2017

The UK is one of the strongest markets for Apple globally and this is reflected in the premium segment’s share of the market overall. Despite Apple being at the tail-end of a product cycle through most of 3Q, the premium segment (>USD 500 wholesale) still grew both in terms of volume and value, while the overall market volume fell. Apple dominated the premium segment and was the main contributor to overall market value share – especially as the Average Selling Price (ASP) 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.

The Apple iPhone 7 was the bestselling smartphone and contributed to 15% of the total smartphones sold in Q3 2017. Samsung’s Galaxy S8 and S8 Plus were second and third. Samsung also has a strong range across all price bands and it, together with Huawei, provided a strong volume platform that was resilient to attack from most other brands.

The UK operators and retailers have developed one of the best multi-channel distribution systems worldwide; few other countries offer quite the same level of sophistication. However, the limited range of brands offered in volume by the main operators means that market share is concentrated among just a few players. We don’t see this changing any time soon as distribution power is, if anything, being increasingly focused among the main operators.

Exhibit 2: UK Bestselling Smartphone Rankings – Q3 2017


Source: Counterpoint Research: Quarterly Market Pulse Q3 2017

Market Summary

  • UK handset market declined 8% YOY in Q3 2017.
  • Smartphone penetration reached 93% of all the mobile phones sold in the quarter.
  • Top 5 brands account for almost 80% of the smartphone sales in Q3 2017.
  • Apple continues to be the bestselling brand followed by Samsung. Chinese vendors Huawei, Alcatel and Motorola capture the next position in the UK smartphone market.
  • In the premium segment Apple led the smartphone market followed by Samsung,
Parv is a Senior Analyst with Counterpoint Technology based out of India. He has 6+ years of experience in providing market research and strategic consulting across various industries. He tracks the semiconductor market with a focus on the mobile handset, telecom and IoT industry.

Apple Snack Pack

PREMIUM

Understanding iPhone

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited

Registration

In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.