The European smartphone market, after four years of contraction in 2024 5 percent growth recorded. According to data published by Canalys, a total of 136 million devices were shipped throughout the year. 30 percent of these devices created premium models with a price tag of $ 800 or more.
Samsung continued to lead the European market in 2024. However, in the last quarter of the year, Apple drew attention with its strong sales of the iPhone 16 series. Although the iPhone 16 lacks artificial intelligence features, it was effective in increasing sales.
The Canalys report revealed that the demand in the Premium segment remained strong and that the renewal process of medium and lower segment devices purchased in the pandema supports the growth in the market. Samsung increased its sales by 6 percent on an annual basis, while Apple increased its shipments by 1 percent.
Xiaomi, the third largest smartphone brand in Europe, made a shipment similar to 2023. No significant change was observed in the sales of Redmi, Poco and Xiaomi branded devices. On the other hand, Motorola recorded 26 percent growth, while Oppo had an increase of 13 percent on an annual basis. Canalys, Oppo’nun shipment figures also includes onePlus models, he said.
In 2024, the highest premium segment sales were recorded in Europe. With 41 million units, 30 percent of the total shipments were premium models. However, the report, not direct store sales, not based on producers’ shipments to retailers said. Apple, USB-C regulation due to more pushing the iPhone 13 and iPhone 14 series to sales channels before withdrawing from the market to increase the stocks were included in these figures. The sale of these models, which were shipped to stores before 28 December 2024, is still able to continue.
Samsung’s increase in sales, 2024 Paris Olympics during the intensively introduced Galaxy S24 series played a major role was expressed.
Country -based investigations showed that Apple has made almost twice the shipment of Samsung in the United Kingdom (Apple 52 percent – Samsung 28 percent). However, in Spain, Apple declined to the third place, Xiaomi, Samsung was the brand that passes the most phone.
Motorola achieved a great success by reaching the highest market share in the European market. The company continued its growth with its extension in physical stores and increasing its effectiveness in open market channels. Oppo entered the recovery process by increasing sales in Southern European countries such as Spain, Italy, Romania and Portugal. Honor and Realme brands also agreed to compete with double -digit growth rates.
New arrangements for the European smartphone market on the road
Although growth in the European smartphone market, producers will face new regulations in 2025. The European Union will bring new sustainability -oriented rules to mobile device manufacturers with the ecotasum directive, which will enter into force on 20 June 2025. In this context, brands will need to produce long -lasting, easy repaired and responsible devices in terms of resource use.
New regulation; It will require long -term supply of spare parts, providing software support for a longer period of time, and technical documentation to third -party repair services. Particularly easy -to -change batteries and long -term software support devices will be a major challenge for manufacturers.