Apple remains the most popular phone maker in Switzerland. A high 46 percent of the 1500 survey participants use a phone from the US tech giant – the same percentage shown in the 2021 survey. South Korean phone maker Samsung remains in second place, with its phones being used by 40 percent of participants, but has grown substantially since the last survey (33 percent).
Two Chinese phone makers take third and fourth place, albeit at a distance. 8 percent of survey participants use a Huawei phone, and 6 percent use a phone from Xiaomi. Devices from Finnish phone maker Nokia are used by 3 percent of participants.
Table 1: Top 5 phone makers in the Swiss market
| Phone maker |
Market share |
| Apple iPhone |
46% |
| Samsung |
40% |
| Huawei |
8% |
| Xiaomi |
6% |
| Nokia |
3% |
The total of these values is greater than 100 percent because some survey participants use more than one phone. The survey allowed for multiple answers.
Duopoly or triopoly: A handful of phone makers dominate the Swiss market
The extreme dominance of a few players in spite of the numerous phone manufacturers is notable. 86 percent of Swiss consumers use phones from Apple and Samsung. Together with Huawei, the figure is 94 percent. “That does not leave much room for the rest of the phone makers,” observes moneyland.ch telecom expert Ralf Beyeler. “Swiss consumers have relatively high buying power, and tend towards buying expensive phones.” That preference for expensive phones primarily benefits Apple and Samsung.
Apple is more popular with women than men
The iPhone and phones from Samsung are equally popular in French-speaking and German-speaking Switzerland.
When it comes to gender, however, there are differences. 48 percent of female participants own an iPhone, compared to 44 percent of men. Men are more likely to own a Samsung than women are (41 percent, compared to 39 percent).
Table 2: Phone popularity by gender
| Phone maker |
Women |
Men |
| Apple iPhone |
48% |
44% |
| Samsung |
39% |
41% |
| Huawei |
8% |
8% |
| Xiaomi |
6% |
7% |
| Nokia |
3% |
4% |
The iPhone is most popular among young adults
Adults between the ages of 18 and 25 years old are most likely to own an iPhone. 66 percent of survey participants in this age group use an Apple phone, while only 29 percent use a Samsung phone. Use of Samsung phones is higher among adults aged 26 to 49 years old, and is nearly as popular as Apple with adults aged 50 to 74 years old.
Table 3: Phone popularity by age group
| Phone maker |
18-25 years old |
26-49 years old |
50-74 years old |
| Apple iPhone |
66% |
46% |
40% |
| Samsung |
29% |
42% |
41% |
| Huawei |
5% |
11% |
6% |
| Xiaomi |
4% |
9% |
4% |
| Nokia |
0% |
4% |
3% |
Swiss are content with their phones
The iPhone is not only the most widely-used phone in Switzerland, but it also has the highest user satisfaction ratings. That is revealed by the second part of the moneyland.ch survey. Participants were asked to rate their satisfaction with their mobile devices on a scale of 1 (not at all satisfied) to 10 (fully satisfied).
Apple achieved an average rating of 8.7 points, while Samsung received 8.6 points. Swiss consumers are generally content with their phones. The average user satisfaction rating across all phones is 8.5 points. User satisfaction ratings for phone makers Huawei (8.2 points), Xiaomi (8 points), and Nokia (8 points) are slightly below average.
Table 4: Phone user satisfaction ratings
| Phone maker |
User satisfaction |
| Apple iPhone |
8.7 points |
| Samsung |
8.6 points |
| Huawei |
8.2 points |
| Xiaomi |
8.0 points |
| Nokia |
8.0 points |
| Average for all phones |
8.5 points |
Methodology
Market research institute Ipsos was commissioned by moneyland.ch to conduct a representative online survey in 2023. Participants were asked which phone they use, and how satisfied they are with their phone. Participants could choose from customer satisfaction ratings of between 1 (not at all satisfied) and 10 (completely satisfied). These phone makers were included as options in the survey: Apple iPhone, Fairphone, Google Pixel, Honor, HTC, Huawei, LG, Nokia, Oppo, Samsung, Sony, Xiaomi, Wiko. Participants had the option of choosing more than one phone maker.
