The European smartphone market recorded a 5% growth in 2024, marking the first increase after four consecutive years of decline, according to a report by Canalys. The market saw over 136 million devices shipped, with 30% of them being premium smartphones priced at $800 and above.
Samsung Leads, Apple Gains Momentum
Samsung maintained its position as the market leader in 2024, but Apple showed impressive Q4 sales, driven by strong demand for the iPhone 16 series, despite the lack of Apple Intelligence in the latest models.
- Samsung: Increased sales by 6% YoY, largely fueled by the Galaxy S24 series, which received strong promotional backing during the Paris 2024 Olympics.
- Apple: Achieved 1% growth, shipping 34.9 million units, bolstered by its premium device lineup.
- Xiaomi: Maintained its shipments at 22.2 million units, keeping its 16% market share unchanged.
Motorola and Oppo Experience Strong Growth
- Motorola saw a 26% increase, reaching an all-time high in the European market, largely due to its expansion through offline stores and open market channels.
- Oppo grew 13% YoY, benefiting from OnePlus shipments and a strong push in Southern Europe, including Spain, Italy, Romania, and Portugal.
- Honor and Realme also recorded double-digit growth, intensifying competition in the European smartphone market.
Premium Smartphone Sales at an All-Time High
The premium segment (priced above $800) accounted for 41 million units, or 30% of total shipments, marking the highest-ever share of high-end devices in Europe.
Country-Specific Trends
- In the UK, Apple dominated with 52% market share, nearly double that of Samsung (28%).
- In Spain, Xiaomi overtook Apple, securing the second position behind Samsung.
Challenges in 2025: EU Ecodesign Directive
Looking ahead, 2025 presents challenges as the EU’s Ecodesign Directive (effective June 20) will require manufacturers to prioritize device longevity, repairability, and sustainable resource use. Key mandates include:
- Easily replaceable batteries
- Extended software support
- Availability of spare parts for several years
- Technical documentation for third-party repairs
This shift will force vendors to realign their strategies, with a greater focus on services, B2B plans, and channel expansions to maintain revenue growth.
Europe’s smartphone market is experiencing a resurgence, but regulatory changes in 2025 will determine how brands adapt and compete in a rapidly evolving industry.
Bhupendra Singh Chundawat is a seasoned technology journalist with over 22 years of experience in the media industry. He specializes in covering the global technology landscape, with a deep focus on manufacturing trends and the geopolitical impact on tech companies. Currently serving as the Editor at Udaipur Kiran, his insights are shaped by decades of hands-on reporting and editorial leadership in the fast-evolving world of technology.
