European Smartphone Market Recovery Continues in 3Q24

Europe’s smartphone market continued its recovery for the third consecutive quarter in the third quarter of 2024, registering 8% shipment growth, according to Counterpoint Research. The recovery can be primarily attributed to sustained macroeconomic improvements reviving consumer demand, along with a return to relatively normal business for many OEMs after a poor 2023.

“The growth for three consecutive quarters reiterates returning consumer confidence after a difficult 2023. However, due to some uncertainty around the availability of Apple Intelligence in EU markets, as well as the perception of a lack of significant upgrades in the iPhone 16 over the iPhone 15, Apple has not seen the upgrade super-cycle anticipated earlier in the year. Even though Apple’s 3Q24 sales were up, initial demand for the iPhone 16 was behind that for the iPhone 15 in 2023, which in turn limited growth in Western Europe to only 2%. Meanwhile, Central and Eastern Europe registered 17% growth, thanks to strong growth by Samsung, HONOR, and Transsion sub-brands TECNO and itel,” said Jan Stryjak, Associate Director at Counterpoint Research.

“We expect a traditionally strong end of the year driven by Black Friday and Christmas promotions. Some OEMs, like Google, have even started early with some significant deals. And with Apple Intelligence launching in the UK, Apple’s largest market in Europe, in December, Apple could be in for a successful end of the year. Other OEMs like Samsung, HONOR, and Google should also see an uptick in sales in Q4, but the focus will likely remain on Apple,” added Stryjak.

Samsung maintained its lead and grew 9%, although this was largely off a very low base in 3Q23. With both the Galaxy S24 FE and Galaxy A16 launched in October, Samsung should see further growth, but its market leadership will be challenged by Apple in Q4. Apple grew 10% but again this was largely off a low base. Despite strong initial sales for the iPhone 16, demand has waned compared to the iPhone 15 last year. Nevertheless, Apple will challenge market leadership in Q4 as usual.

Xiaomi declined 5%, facing competition from Google and other Chinese OEMs in Western Europe, where it fell 17%. However, this decline was offset by its 2% growth in Central and Eastern Europe, where it retained market leadership despite strong growth from Samsung. realme grew 20% driven by its continued strong performance in Southern and Eastern Europe. HONOR’s ambitious plans for Europe are bearing fruit, with 30% growth helping it retake the fifth spot from TECNO. Google has expanded its availability to new markets in 2024, such as Estonia, Finland, Hungary, Latvia, Lithuania, Romania, Slovakia, and Slovenia. Against this backdrop, sales of its Pixel devices more than doubled YoY.