Behind the scenes
Mobile phones getting cheaper in Switzerland following years of price rises
by Alex Hämmerli
Switzerland’s favourite smartphones are made by Apple and Samsung
19.1.2024
Translation: Eva Francis
Apple and Samsung smartphones are very popular in Switzerland. The two tech giants account for over two thirds of all smartphone sales (Apple 36%, Samsung 31%) at online retailer Digitec Galaxus. However, another competitor is winning ground in the Swiss smartphone market – Google.
«If you don’t have an iPhone, well, you don’t have an iPhone», as Apple says. But then, what do you have? A smartphone, almost certainly. In fact, as of 2022, 93 per cent of people in Switzerland own a smartphone.
And all these people seem to agree more and more on which brand they want. Over two thirds of all smartphones sold online at Digitec Galaxus last year were Apple (36%) and Samsung (31%) devices. That’s 14 per cent more market share than five years ago. Even better news for Apple – the tech giant reclaimed the lead in 2023. In 2021 and 2022, Samsung had been in first place.
In an international comparison, the Apple and Samsung quotas in Switzerland are above average. Worldwide, Samsung achieved a market share of 19.7 per cent in the third quarter of 2023, while Apple only reached 17.7 per cent.
Xiaomi, known for smartphones with a good price-performance ratio, has been keeping up quite well for years and ended 2023 in third place with a market share just under 10 per cent.
Google’s catching up
However, Xiaomi’s third place is in serious doubt, as Digitec Galaxus customers bought almost 50 per cent more Google smartphones in 2023 than in the previous year. This lands the two manufacturers at 9% each in 2023.
Andrea Jacob, Team Leader Business Management Mobile at Digitec Galaxus, on Google’s performance on the Swiss smartphone market: «Our Pixel range has been growing steadily in recent years – and so has the fanbase. Google doesn’t only offer smartphones, but the full range: from cloud services to gadgets such as headphones to its own AI or photo app (similar to Apple). This sets Google apart from the competition, making the tech giant unique in the Android world. Industry figures also show that if someone switches away from an Apple phone, they’re very likely to go for a Google device.»
Source: galaxus.ch
In a sales ranking of the most popular devices at Digitec Galaxus, the Google Pixel 7 A is currently in third place, ahead of the first Samsung device.
What’s your smartphone of choice? Let us know in the comments.
Tobias Heller
Communications Manager
Tobias.Heller@digitecgalaxus.chSmartphone
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