iPhone sales increased slightly in Europe in the second fiscal quarter of 2016, with Apple managing to convince Europeans to buy its terminals, most likely with substantial discounts on iPhone 6S and other terminal models, probably including the iPhone SE, which was the best-selling smartphone in Great Britain.
In the graph below you can see Apple's performance in terms of iPhone terminal sales, the best situation being in France, where iPhone terminal sales increased, the market share consequently increasing by 3.4% in Q2 2015 compared to Q2 2015 , Great Britain being extremely close behind it, with an increase of 3.1%.
At the opposite pole, we have countries such as Italy or Spain, where iOS registered a decrease in market share by 0.8% and 0.6% respectively, Android being the absolute leader in those countries, as is also the case in France, but there Apple managed to steal market share from Microsoft and Blackberry.
iPhone sales increase in Europe, decrease in China and Japan
In the USA the situation is slightly different from that in Europe, there Apple managing to increase its market share by 1.3% at the expense of Android and Windows Phone, Blackberry also managing to increase its sales by stealing the market share from the two operating systems mentioned before.
While the iPhone 6s and 6s Plus remain the top selling smartphones in the region, pressure from Huawei's Mate 8, P9, Xiaomi's RedMi Note 3 and Mi 5, and Oppo's R7 has led to increased competition in the market. With the continued supply constraints of the iPhone SE, that model was not able to make the expected impact, accounting for 2.5% of smartphone sales in the second quarter.
In China and Japan, the situation is problematic for Apple, the American market share falling by 1.8% and 4.2%, respectively, despite the fact that the iPhone 6S and 6S Plus remain the best-selling smartphones in the region, the competition made by the small Android manufacturers canceling their performances.
Having said that, Apple's total sales decreased compared to the same period last year, and despite some increases in certain regions, overall the situation is not good.
