The smartphone market in Europe started to grow in 2024 after a four -year decline. While the demand for flagship phones increased, there was a fierce competition between the leading manufacturers. How was the performance of Samsung, Apple, Xiaomi and other brands? Here are the details…
European smartphone market started to rise in 2024
The European Smartphone Market, after four years of contraction, grew by 5 percent in 2024 to 136 million shipment level. According to the report of the market research company Canalys, 30 percent of these devices created premium models with a price tag of $ 800 or more. Especially the competition between Samsung and Apple attracted attention, while other manufacturers continued to grow.
Samsung, 46.4 million devices in 2024 by referring the leadership of the European market and maintained 6 percent growth on an annual basis. Apple increased the shipments to 34.9 million by increasing their shipments by 1 percent with the positive welcoming of the iPhone 16 series. However, the company sold almost twice as much as Samsung in the UK, while in Spain, the third place in Spain.
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Motorola, with a growth of 26 percent in Europe has reached the highest market share so far, while Oppo has grown by 13 percent after a two -year decline. Xiaomi sold 22.2 million devices last year’s shipment figures.
The record was broken in the premium segment; In 2024, 41 million upper segment devices were sold. Apple, iPhone 13 and iPhone 14 models to the European market by greatly to the USB-C regulation before entering the process of melting stocks tried to melt. Samsung’s sales success was largely based on the aggressive Galaxy S24 advertising campaign during the Paris 2024 Olympics.
| Brand | 2024 shipment (million) | 2024 market share | 2023 shipment (million) | 2023 market share | Annual growth |
|---|---|---|---|---|---|
| Samsung | 46.4 | 34% | 43.7 | 34% | 6 % |
| Apple | 34.9 | 26% | 34.6 | 27% | 1 % |
| Xiaomi | 22.2 | 16% | 22.2 | 17% | 0 % |
| Motorola | 8.0 | 6% | 6.4 | 5% | 26 % |
| Oppo | 4.1 | 3% | 3.7 | 3% | 13 % |
| Others | 20.5 | 15% | 19.2 | 14% | 7 % |
| Total | 136.1 | 100% | 129.8 | 100% | 5 % |
2025 will be a challenging year for manufacturers. The European Union’s Ecodesign directive, which will be enacted on June 20, will require that smartphones be longer and more repaired. Manufacturers will have to increase the supply of spare parts, extend software support and facilitate battery replacement. This will direct companies to areas such as services, business solutions and new sales channels rather than hardware.
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