Samsung's flagship smartphone, the Galaxy S5, has taken third billing behind both Apple’s iPhone 5S and its cheaper 5C in May’s sales, according to research by Kantar Worldpanel.
Samsung fared better in the US, however, where the S5 was the second-highest selling smartphone in May behind the 5S.
“May was the first full month of Galaxy S5 sales since its European release [in April]. Despite its blockbuster launch, the Galaxy S5 was only the third-highest selling smartphone in Britain behind the iPhone 5S and 5C,” said Kantar.
The news will cast further doubt on Samsung’s upcoming second- quarter results, which the firm’s finance boss warned last week would be “not that good”, amid fears about weak smartphone sales.
Despite its disappointing sales, Samsung has been successful at tempting Apple’s customers to its platform, with 26 per cent of S5 buyers having switched from an iPhone in the UK.
“The Samsung Galaxy S5 has been quite successful in attracting former iPhone owners with almost a quarter of sales coming from former Apple users,” said Kantar Worldpanel’s Dominic Sunnebo.
“Consumers were primarily attracted by the larger screen size of the S5. This is something Apple is likely to address with the rumoured larger screen iPhone 6.”