In 2024, the European smartphone market grew by 5%, reversing four years of decline, with over 136 million devices shipped—30% of which were premium models. Samsung led with 46.4 million units, followed by Apple with 34.9 million, bolstered by strong iPhone 16 sales. Xiaomi maintained its position while Motorola surged by 26%. There was significant demand for high-end devices, contributing to record premium sales at 41 million. Upcoming challenges, including the Ecodesign Directive effective from June 2025, will require manufacturers to focus on device longevity and repairability, intended to reshape their priorities towards service revenue and product sustainability.
In 2024, the smartphone market in Europe experienced a growth of 5%, marking a departure from four years of decline. This information was shared by Canalys, which indicated that over 136 million devices were shipped, with 30% classified as premium devices, priced at $800 and higher.
Samsung maintained its position as a leader in 2024; however, Apple saw a notable surge in Q4 2024 sales, largely attributed to the favorable reception of the iPhone 16, despite its ongoing absence of Apple Intelligence.
The market displayed strong demand for high-end devices alongside a replacement cycle for mid- to low-end smartphones that were bought during the pandemic. Samsung’s sales rose by 6% compared to the previous year, while Apple saw a modest 1% increase in iPhone shipments.
Xiaomi, the third-largest smartphone vendor in Europe, essentially matched its Redmi, Poco, and Xiaomi-branded phone shipments from 2023. Motorola experienced a remarkable 26% growth, and Oppo recorded a 13% year-on-year increase, although Canalys noted that this figure also includes OnePlus shipments.
The report highlights that 2024 saw the highest number of premium devices sold, totaling 41 million, which constitutes 30% of the overall 136 million shipped. It is important to note that this analysis is based on shipments rather than actual retail sales, and includes Apple’s distribution of iPhone 13 and iPhone 14 models before their discontinuation due to the USB-C directive; retailers were permitted to sell these devices if they were available before December 28, the date the directive took effect.
The increase in Samsung’s sales was primarily fueled by the Galaxy S24 series, which received significant marketing during the Paris 2024 Olympics.
A closer look at the individual countries revealed that Apple nearly doubled Samsung’s shipments in the UK (52% vs. 28%), but in Spain, Apple fell to third place, as Xiaomi surpassed its Korean rival.
Motorola achieved its highest-ever market presence in Europe in 2024, thanks to its expansion into offline retail and open market channels. Oppo’s volume returned to growth after two challenging years, particularly in Southern Europe—Spain, Italy, Romania, and Portugal. Honor and Realme also saw double-digit growth, driving competition and generating excitement among consumers and within the distribution channel.
| 2024 shipments (in million) |
2024 market share |
2023 shipments (in million) |
2023 market share |
Annual growth | |
| Samsung | 46.4 | 34% | 43.7 | 34% | 6% |
| Apple | 34.9 | 26% | 34.6 | 27% | 1% |
| Xiaomi | 22.2 | 16% | 22.2 | 17% | 0% |
| Motorola | 8.0 | 6% | 6.4 | 5% | 26% |
| Oppo | 4.1 | 3% | 3.7 | 3% | 13% |
| Others | 20.5 | 15% | 19.2 | 14% | 7% |
| Total | 136.1 | 100% | 129.8 | 100% | 5% |
Looking ahead, companies are preparing for a “complex 2025,” as the EU is set to implement an Ecodesign Directive on June 20. This directive will require mobile device manufacturers to focus on longevity, repairability, and responsible resource utilization. Requirements include offering spare parts for several years, maintaining extended software support, and delivering technical documentation to aid third-party repairs.
In simple terms, manufacturers must produce phones with easily replaceable batteries and several years of software support. This presents a significant challenge for many companies, and we can expect them to realign their priorities and focus on revenue growth from services, B2B strategies, and channel expansions.
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