Samsung Curtails Laptop Sales in Europe: A Pivot Towards Phablets?

In a landmark decision, Samsung has announced plans to curtail the sales of its laptops in Europe, a move that has sent ripples through the tech community.

This decision connotes the end of an era for Samsung’s Chromebook model, a guiding light in the laptop sector that has often been distinguished as one of the category’s best-sellers.

This business move aligns with the strategic stance of South Korean tech giant Samsung, echoing a similar decision by Sony earlier this year. Sony made waves when it decided to divest from its Vaio division and discontinue PC sales altogether, a pivotal shift in its business model.

While Samsung calls it quits in the laptop sector, several firms continue to savor the taste of success. Some have even reported substantial growth recently, casting a different light on the health of the sector.

Although Samsung has excluded Europe from its laptop sales radar, it teased the possibility of undertaking similar action in other regions of the world. Reflecting an adaptability emblematic of top tech firms, the company stated, “We quickly adapt to market needs and demands.”

“For the time being, we will be discontinuing sales of laptops, including Chromebooks, in Europe. This decision is region-specific and does not necessarily mirror the conditions in other markets. We will consistently evaluate market conditions to make further adjustments and ensure our competitiveness in emerging PC categories,” Samsung added.

Shifting Focus Towards Phablets?

Market analysis firm IDC is hopeful about the future of portable PC sales. It forecasts these sales to grow by 5.6% this year in mature markets, offsetting a significant chunk of the decline witnessed in 2013.

In this optimistic environment, Samsung does not feature in IDC’s list of top five PC sellers. It seems rivals are enjoying most of the growth, leaving Samsung out of the party.

Lenovo is one such rival that is riding the high wave, reporting a 17% surge in revenue from notebook sales in its April-to-June quarter compared to the same period the previous year. In fact, Lenovo claimed to be the most popular laptop brand in 15 European, Middle Eastern, and African nations.

Not to be left behind, Apple has also reported a 13% annual rise in Mac sales over the same three months, driven significantly by demand for the MacBook Air.

As the laptop chapter closes for Samsung in Europe, the company’s focus appears to be shifting towards tablets and phablets. A market commentator from tech consultancy Juniper Research pointed out that, “with Samsung, you can clearly see the focus shifting to the tablet and phablet space, rather than the laptop.”

However, Samsung’s smartphones are also feeling the heat lately. Surveys indicate sales of its phones have been superseded in India and China by local firms Micromax and Xiaomi. This competitive pressure resulted in Samsung’s Electronics division experiencing a 20% annual drop in its net profit this June and consequently, dozens of executives voluntarily surrendering part of their bonuses.

The plot thickens as we watch these events unfold and the future tech market shapes up. Source: BBC Technology

This article was updated in 2025 to reflect modern realities.
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