swiss mobile phone survey 2023
Telecom News

Samsung Recovers While the iPhone Retains First Place

July 19, 2023 - Ralf Beyeler

A representative survey of 1500 residents of Switzerland reveals which phone makers are most popular in Switzerland. The results show that Apple continues to retain its leading position, but Samsung has made a strong recovery. The iPhone is most popular among young adults.

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 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 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


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Expert Ralf Beyeler
Ralf Beyeler is the telecom expert at and also covers other areas of personal finance.