For the first time in five years, the smartphone market in Europe is growing again. The number of devices shipped is up five percent.
The smartphone market in Europe grew by five percent. This is calculated by Canalys based on the number of devices shipped. The growth is exceptional: it has been from 2019 since smartphone sales thickened. Since the Covid pandemic, the number of devices shipped declined steadily.
Samsung remains the most popular brand in the European market. The company saw its sales increase by six percent to 46.4 million phones. Apple is in second place with 34.9 million handsets. China’s Xiaomi completes the top three in Europe with 22.2 million phones shipped. Motorola (8 million) and finally Oppo (4.1 million, including OnePlus) also make it into the top five. This is a nice result for Oppo, as the company renewed its focus on Europe after a break last year.
Premium is popular
The share of high-end phones is higher than ever before. Canalys defines the premium segment as devices starting at $800. Thirty percent of phones sold in Europe fall into that category. In absolute numbers, that’s a record: 41 million devices shipped in 2024 had a price tag of $800 or more.
It is still notable that the segments between $600 and $799, and between $400 and $599, are not so large. Together, they represent about 17 percent. 23 percent of the devices cost more than $200 but less than $399. In that budget segment we find the affordable smartphones with still interesting value for money. However, it is notable that the segment under $200 is larger (30 percent). In that budget segment you will find devices that do what they should, but nothing more.
Shift for 2025
Canalys expects an interesting 2025. After all, starting in the second half of this year, vendors will have to abide by new rules, such as a five-year minimum software and security support for new devices. Those rules play on market dynamics, influencing manufacturers’ decisions on whether or not to bring certain smartphones to market.