Samsung has ended its push for a sales ban on Apple products across Europe.

The South Korean electronics company dropped its request to ban certain smartphone and tablet devices across the continent as the warring rivals continue their patent fight around the world.

Despite actively seeking action across the UK, France, Germany, Italy and Holland, the news follows a U.S. court ruling rejecting Apple's request to block Samsung sales in America.

Saying it acted “in the interest of protecting consumer choice," industry experts believe the decision was based on pressure from the European Commission.

“The scope of what was withdrawn precisely matches the area in which the European Commission has been investigating,” says Florian Müller, a patent consultant in Germering, Germany, to CNET.

“It's not just that the plot is thickening; in my view, there can be no other plausible view than that there is pressure from Brussels.

“Regulators have been saying, if the patent holders try to abuse these patents, then they are going to get in trouble,” Müller says.

Samsung refused to comment on the speculation however, insisting it was “fully cooperating with the European Commission.

“Samsung remains committed to licensing our technologies on fair, reasonable and nondiscriminatory terms, and we strongly believe it is better when companies compete fairly in the marketplace, rather than in court," Samsung says.

“We cannot comment on details of ongoing legal proceedings, but we believe a commercial resolution is achievable."

Apple declined to comment.