As per the latest numbers, Samsung crossed 40% market share in Europe in Q2, making it the company's best performance in five years. Apple, which came in third, also suffered a 17% drop in shipments to 6.4 million units in Q2 2019. In this quarter past year, Apple had around 17% market share to Samsung's 33.9%. When you compare this year's second financial quarter with the same period from last year, you can see how quickly things change.
The vendor's new range of A series phones accounted for more than 12 million units, and the top four models in this range, the Galaxy A10, A20e, A40 and A50 together shipped more units in Europe than any other vendor's entire range of devices.
"Samsung obviously had enough of losing share in Europe", Canalys analyst Ben Stanton said. "For years, a focus on operating profit has stifled its product strategy".
Huawei's woes continued during the second quarter, as the Chinese device maker saw its shipments fall 16% year-over-year, largely due to US import restrictions.
With the proliferation of low-priced Chinese smartphone brands, Samsung has been ceding market share in many markets around the world in recent years. But its success is not exclusively due to product strategy.
Huawei's US trade ban troubles are deemed another reason for Samsung's strong return: "Samsung has been quick to capitalize on Huawei's US Entity List problems, working behind the scenes to position itself as a stable alternative in conversations with important retailers and operators".
The European smartphone market is incredibly fast-moving - brand loyalty isn't high, especially with users of lower-end devices.
The analyst claimed that distributors are looking to alternative brands to reduce their reliance on Samsung and mitigate the risk of it becoming harder on margins. "It has also benefited from its early foray into 5G, which is helping foster new operator partnerships while the range of available 5G smartphones is limited".