European Smartphone Market Rebounds in 2024
The European smartphone market is recovering after four years of decline, with shipments projected to grow by 5% in 2024, reaching 136 million units. Premium models (priced $800+) are driving this growth, accounting for 30% of sales.
Samsung and Apple Lead the Market
Samsung remains the top brand, shipping 46.4 million devices (a 6% increase), boosted by successful marketing campaigns like the one during the Paris 2024 Olympics. Apple saw a 1% increase, shipping 34.9 million iPhones. While Apple outperformed Samsung in the UK, it trailed behind in other regions like Spain, where it ranked third after Xiaomi. For insights on choosing the right iPhone model, see iPhone 16 vs. iPhone 16e.
Xiaomi, Motorola, and Oppo Show Growth
Xiaomi maintained its position as the third-largest brand with 22.2 million units sold. Motorola achieved its highest-ever market share with a 26% growth, shipping 8 million devices. Oppo also rebounded with a 13% increase, selling 4.1 million smartphones. You can explore the latest trends in foldable phones, a segment where brands like Huawei are making strides, in this article: Huawei Dominates Foldable Phone Market.
Premium Smartphone Sales Surge
Sales of high-end phones reached a record 41 million units. Apple's strategy of clearing iPhone 13 and 14 stock before the EU's USB-C regulations and strong demand for Samsung's Galaxy S24 series contributed to this growth. For those interested in optimizing their Android experience, check out Essential Android Apps for a Productive Home Screen.
Challenges and Future Outlook
The EU's Ecodesign Directive, effective June 20, 2025, mandates longer-lasting and easier-to-repair smartphones. This will require manufacturers to adapt by extending software support, increasing spare part availability, and simplifying battery replacement. These changes are expected to shift the industry's focus from hardware sales to services and business solutions, intensifying competition.