After falling in four consecutive years, the smartphone market in Europe increased by 5% in 2024. The announcement came from the canalis, which revealed that more than 136 million devices were sent to the market, out of which 30% were premium devices, priced at $ 800 and above.
Samsung remained a leader in 2024, but Apple recorded an impressive Q4 2024 sales. It was powered by a positive reception for the iPhone 16, even though the OT still lacks Apple Intelligence.
The market has seen a flexible high-end demand, combined with the replacement cycle of the middle-to-end smartphone purchased during the epidemic. Samsung increased its sales by 6% on an annual basis, while Apple sent 1% more iPhones.
The third largest smartphone vendor in Europe, Xiaomi, pushed the same amount of the same amount of Redmi, Poco, and Xiaomi-Branded phones as it was in 2023. Motorola saw an growth of 26%, while Oppo increased 13% yoy, but Canalis reported that the number included OnePlus shipment in the number.
The report states that the largest amount of premium devices were sold in 2024 – 41 million, or 30%of a total of 136 million. The analysis is based on shipment, not on the sale of the actual store, and it includes Apple’s iPhone 13 and iPhone 14 device channels before they were closed due to the USB-C instructions; Retail vendors are allowed to sell these devices if they were already on the shelves before December 28, when the instructions were kicked in the instructions.
Samsung’s growth in sales was mostly operated by the Galaxy S24 series, which was heavily advertised during the Paris 2024 Olympics.
A detailed analysis in separate countries has shown that Apple has almost doubled the Samsung shipment (52% vs. 28%) in Britain, but in Spain, it fell to third place, as Xiaomi has its Korean contestants Send more phones than.
Motorola reached an all -time high in Europe in 2024, thanks to the expansion through offline stores and open market channels. Seeing a push in Southern Europe – Spain, Italy, Romania and Portugal, Oppo’s volume returned to development after two difficult years. Honor and realme also increased in double digits, “intensifying competition and creating enthusiasm among consumers within the channel.”
| 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% |
| Opposition | 4.1 | 3% | 3.7 | 3% | 13% |
| Other | 20.5 | 15% | 19.2 | 14% | 7% |
| Total | 136.1 | 100% | 129.8 | 100% | 5% |
Companies are facing “Complex 2025” as the European Union will present an ecodijine instructions on June 20, which will push the manufacturers of mobile devices to prioritize longevity, ease of repair and prioritizing responsible resource usage. This involves providing spare parts for many years, maintaining long -term software support and technical documents to facilitate repair by third -party providers.
Soon, vendors must launch the phone with many years of easily changed battery and software support. This is a major challenge for most companies, and we are going to see their preferences again and target services, B2B plans and channels in detail the revenue growth.
