The European smartphone market is finally recovering. After four years of decline, shipments are expected to grow by 5% in 2024. Market research firm Canalys predicts 136 million smartphones will be sold. Premium models, priced at $800 and above, will make up 30% of these sales.
European Smartphone Market: Samsung and Apple Leads
Samsung remains the top brand in Europe. The company shipped 46.4 million devices in 2024, a 6% increase. Strong marketing, especially during the Paris 2024 Olympics, helped boost sales of the Galaxy S24 series.
Apple grew slightly, shipping 34.9 million units, up 1% from last year. The iPhone 16 series performed well, but Apple’s success varied across Europe. In the UK, Apple outsold Samsung nearly two to one. However, in Spain, it ranked third, behind Xiaomi.
Xiaomi Holds Steady, Motorola and Oppo Gain Ground
Xiaomi kept its position as the third-largest brand in Europe, selling 22.2 million phones. While it saw no growth, it managed to maintain its market share.
Motorola had a strong year, reaching its highest-ever market share. The brand saw a 26% growth, shipping 8 million devices. Oppo also rebounded after two years of decline, growing 13% and selling 4.1 million smartphones.
Premium Smartphone Sales Hit Record Levels
High-end phone sales hit a record 41 million units. Apple focused on clearing out iPhone 13 and iPhone 14 stock before the EU’s USB-C rules took effect. Samsung also benefited from strong demand for its Galaxy S24 series.
Challenges Ahead in 2025
Despite this growth, 2025 will be challenging. The European Union’s Ecodesign Directive takes effect on June 20, 2025. The new rules require smartphones to last longer and be easier to repair. Manufacturers must increase spare parts availability, extend software support, and simplify battery replacement.
These changes will force companies to adapt. Many will shift focus from hardware sales to services and business solutions. Competition will increase as brands adjust to the new regulations.
Final Thoughts
The European smartphone market is recovering, with premium models driving growth. Samsung and Apple remain dominant, but brands like Motorola and Oppo are gaining ground. However, new EU rules could reshape the market in 2025.
What do you think about these changes? Share your thoughts in the comments below!
