Europe’s smartphone market grew 5% in 2024, as vendors adjust ahead of a disruptive 2025

The latest research from Canalys, now part of Omdia, shows smartphone shipments into Europe (excluding Russia) grew by 5% in 2024, marking the first growth year following four consecutive years of declines. Resilient high-end demand combined with a replacement cycle of mid-to-low-end smartphones bought during the pandemic contributed to injecting growth back into the market. Samsung reaffirmed its position as Europe’s largest smartphone vendor, growing its 2024 shipments by 6% to 46.4 million units. Apple was the largest vendor in Q4 2024 backed by a positive reception of the iPhone 16 series combined with continued demand for iPhone 13 and 14. Shipments of iPhones into Europe grew by 1% compared to 2023, reaching 34.9 million units. Xiaomi finished third on the ranking table shipping 22.2 million Redmi, POCO and Xiaomi branded smartphones, the same volume as in 2023. Motorola delivered its best year in Europe yet, as it grew 26%, surpassing 8.0 million units. OPPO, including OnePlus, rounded out the top five, growing 13% to 4.1 million devices.

“Never before have more high-end smartphones been sold than in 2024, with more than 41 million smartphones having a list price of US$800 or higher, mainly driven by Apple and Samsung,” said Canalys Analyst, Runar Bjørhovde. “For Apple, the iPhone 16 series has had a positive reception alongside a push of iPhone 13 and 14 into the channel ahead of their discontinuation on 28 December due to the EU’s USB-C directive. The newly launched iPhone 16e is critical for Apple’s position in Europe, helping it maintain a presence in the mid-range and expand Apple Intelligence capable devices ahead of its expansion into the EU later in the year. For Samsung, the Galaxy S24-series helped deliver its highest high-end volume since 2019. Its high-end growth was backed by effective marketing campaigns leveraging Galaxy AI and the Olympics, alongside comprehensive promotions.”

“Mass market devices made a comeback in 2024, helped by increasing competition contributing to pulling demand forwards,” added Bjørhovde. “Although Samsung and Xiaomi remain the dominant leaders in this segment through region-wide footprints, they are being increasingly challenged by vendors coming from behind and strategically targeting a few core markets. Motorola reached an all-time high in Europe in 2024, which is a result of region-wide expansion particularly targeting open market channels. Expanding its physical footprint as well as growing through telcos will be a key step for it to continue to grow. OPPO’s volume returned to growth following two difficult years, driven by a key focus on Spain, Italy, Romania and Portugal. Additionally, HONOR and realme grew by double digits compared to 2023, intensifying competition and creating excitement within the channel and among consumers for what’s to come.”

Join Canalys and Omdia’s breakfast briefing during MWC on Monday 3 March: Sign up here, and reach out to our analyst team for a meeting.

For more information, please contact:

Runar Bjørhovde: runar_bjorhovde@canalys.com

About Smartphone Analysis

Canalys’ worldwide Smartphone Analysis service provides a comprehensive country-level view of shipment estimates far in advance of our competitors. We provide quarterly market share data, timely historical data tracking, detailed analysis of storage, processors, memory, cameras and many other specs. We combine detailed worldwide statistics for all categories with Canalys’ unique data on shipments via tier-one and tier-two channels. The service also provides a unique view of end-user types. At the same time, we deliver regular analysis to give insights into the data, including the assumptions behind our forecast outlooks.

About Canalys

Canalys, now part of Omdia, is a leading global technology market analyst firm with a distinct channel focus. We strive to guide clients on the future of the technology industry and to think beyond the business models of the past. We’ve delivered market analysis and custom solutions to technology vendors worldwide for over 25 years. Our research covers emerging, enterprise, mobile and smart technologies. Understanding channels is at the heart of everything we do. Our insightful reports, data and forecasts inform our clients’ strategies, while the Canalys Forums and Candefero online community give the channel feedback opportunities. We stake our reputation on the quality of our data, our innovative use of technology and our high level of customer service.

Receiving updates

To receive media alerts directly, or for more information about our events, services or custom research and consulting capabilities, please contact us. Alternatively, you can email press@canalys.com.

 

Please click here to unsubscribe

 

---

Copyright © 2025 TechTarget, Inc. or its subsidiaries. All rights reserved.

---