Market share of mobile device vendors in the United Kingdom (UK) 2010-2019

Apple claimed a majority share of the mobile device market in 2019, with a 49.24 percent share of the market. 2018 marked the first time Apple held more than 50 percent during the reported period, with a previous best of 49.04 percent in 2017.

Samsung leads the global and European market

While Apple is the clear leader in the United Kingdom, Samsung holds the edge globally based on devices shipped. Samsung was responsible for 17 percent of global shipments, ahead of the 11 percent Apple accounted for.
18.3 percent of all mobile phones shipped in Europe in the second quarter of 2019 were Samsung devices, with Apple devices accounting for 6.4 percent of devices shipped. Apple sat third behind Huawei, who managed to ship 8.5 percent of all devices during the second quarter. Huawei’s strong footing in the European market looks to be under threat, with Google and Huawei confirming that the Chinese manufacturer’s next flagship device, the Mate 30, will be barred from using Google services. While the company already has already created their own operating system, and it is possible for the company to use the Android operating system as an open-source product, the ban would shut Huawei devices out of the Google Play Store, the main android marketplace for apps, films, music, books and more. Losing access to the might of the Google Play Store would be a serious impediment for both developers writing apps, and consumers making purchasing decisions.

iPhone XR on top in the UK

The iPhone XR and the iPhone 7 were the top phones for Apple in the United Kingdom as of April 2019, making up a combined 13 percent of smartphones sold in the United Kingdom during that month. The iPhone 7 ranked fifth overall, behind the Samsung Galaxy J4 Plus, the Huawei P Smart 2019 and the Samsung Galaxy J6 Plus.

Market share of leading mobile device vendors in the United Kingdom (UK) from 2010 to 2019

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Release date

April 2020


United Kingdom

Survey time period

2010 to 2019

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Statistics on "Mobile devices in the UK"

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