The smartphone market in Europe has started to grow in 2024 after a four-year decline. As demand for flagship phones rises, there is fierce competition among the leading manufacturers. How did Samsung, Apple, Xiaomi, and other brands perform? Here are the details…
European Smartphone Market on the Rise in 2024
The European smartphone market grew by 5% in 2024, reaching 136 million shipments, after four years of contraction. According to market research firm Canalys, 30% of these devices were premium models priced at $800 or more. While the competition between Samsung and Apple stands out, other manufacturers also continue to grow.
Samsung maintained its lead in the European market in 2024 with 46.4 million devices shipped, marking a 6% growth year-over-year. Apple, benefiting from the positive reception of the iPhone 16 series, increased its shipments by 1%, reaching 34.9 million. However, the company fell to third place in Spain, behind Xiaomi, and in the UK, Samsung sold nearly twice as many phones as Apple.
Motorola saw a 26% growth, reaching its highest market share in Europe, while Oppo, after two years of decline, grew by 13%. Xiaomi maintained its shipment numbers from the previous year, selling 22.2 million devices.
The premium segment set a record with 41 million high-end devices sold in 2024. Apple made significant efforts to clear stocks of the iPhone 13 and iPhone 14 models before the implementation of the USB-C regulation in Europe. Samsung’s sales success largely relied on aggressive Galaxy S24 advertising campaigns during the Paris 2024 Olympics.
| Brand | 2024 Shipments (Million) | 2024 Market Share | 2023 Shipments (Million) | 2023 Market Share | Yearly 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 is expected to be a challenging year for manufacturers. The European Union’s Ecodesign Directive, which will come into force on June 20, will require smartphones to be more durable and repairable. Manufacturers will have to increase spare part supply, extend software support, and make battery replacements easier. This will shift companies’ focus from hardware to services, business solutions, and new sales channels.
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