The smartphone market in Europe has increased by 5% in 2024 following a four -year decline. The announcement came from the canalis, which revealed that more than 136 million devices were sent in the market, 30% of them are premium devices, costing $ 800 and above.
Samsung was at the forefront of 2024, but the Sales of the Apple Pill was noted in the impressive Q4 2024. This was driven by a positive reception for the iPhone 16, though the OT still lacks Apple Pal Intelligence.
Demand for elastic high-end demand was seen in the market together with the replacement cycle of a mid-to-lower smartphone purchased during the epidemic. Samsung has increased its sales by 6% annually, while Apple Pall sent 1% more iPhones.
Ziomi, the third largest smartphone in Europe, basically forced the same amount of Redmi, Poko and Ziomi-branded phones, as happened in 2023. Motorola saw an increase of 26%, while Oppo increased 13% yoy, but the Canalis pointed out. Includes a number of OnePlus Shipment.
The report states that 2024 was the largest amount of premium equipment sold – 41 million or 30%of the total 136 million. The analysis is based on shipment and based on the sale of the actual store, and it includes the Apple Pal’s iPhone 13 and iPhone 14 devices before they are closed due to the USB-C directive; Retailers are allowed to sell these devices if they were on the shelves before December 28, while kicking the directive.
The increase in sales in Samsung was mostly run by the Galaxy S24 series, which was announced during the Paris 2024 Olympics.
Detailed analysis of different countries reveals that Apple Pal almost doubled Samsung Shipment in the UK (52% vs 28%), but in Spain, it came in third place, as Ziomi sent more phones than her Korean rivals
Motorola reached all-time high in Europe in 2024, thanks to the expansion by Offline Falline Stores and Open Market Channels. Seeing the pressure in Southern Europe – Spain, Italy, Romania and Portugal, Oppo’s volume returned to growth after two difficult years. Honor and the field also grew with double digits, “intensifies the competition and excitement inside the channel and in consumers.”
| 2024 Shipment (In a million) | 2024 Market share | 2023 Shipment (In a million) | 2023 Market share | Annual growth | |
| Samsung | 46.4 | 34% | 43.7 | 34% | 6% |
| Apple | 34.9 | 26% | 34.6 | 27% | 1% |
| Ziomi | 22.2 | 16% | 22.2 | 17% | 0% |
| Motorcycle | 8.0 | 6% | 6.4 6.4 | 5% | 26% |
| Opposite | 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” because the EU will introduce Ekodizign Directives on June 20, forcing the manufacturers of mobile devices to prefer lifetime, ease of repair and the use of responsible resources. These include providing spare parts for many years, offering long-term Software Fatware Support and the offer of technical documentation to facilitate repair by third-party providers.
Soon, vendors must launch phones with easily replaceable batteries and software fertile support for many years. This is a major challenge for most companies, and we are to rearrange them and target their priorities and target income growth with services, B2B plans and channel expansion.
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