Canalys’ Q1 2025 report shows a 2% decline in the European smartphone market, with 32.4 million units sold, down from 33.1 million in Q1 2024. Notably, 32% of sales were premium phones over €800. Apple increased sales by 10%, capturing a 22% market share, while Samsung, with a 37% share, grew less than 1% but achieved its highest average sales price. Xiaomi saw a 2% decline in sales, retaining a 16% share. Google joined the top five with significant growth. Analysts predict a 3% sales decline in 2025, suggesting vendors enhance efficiency amidst challenging regulations.
Canalys has released its report on the European market for Q1 2025, indicating a slight downturn in overall sales. The market experienced a 2% decline, but there’s more to the story.
According to analysts, vendors shipped 32.4 million units, down from 33.1 million in Q1 2024, with approximately 32% of those being premium phones priced above €800. Unsurprisingly, Apple and Samsung emerged as the key beneficiaries in this space.
Apple enjoyed a 10% increase in total sales year-on-year, securing second place with a 22% market share, while Samsung’s growth was under 1%. However, Samsung remains the leader with a 37% market share and achieved its highest average sales price ever in Europe.
Xiaomi holds the third position with a 16% market share, experiencing a 2% decline in sales driven by weak demand for budget models. This represents the company’s twentieth consecutive quarter in the European top five.
Motorola and Google complete the top five. Notably, Q1 2025 marked Google’s first appearance in the top five in Europe, with 0.9 million shipments and a remarkable 43% growth in the region.
Looking forward, analysts anticipate that the strong demand for premium devices from Samsung and Apple will persist, putting pressure on competitors. Additionally, European regulations such as eco-design and battery directives are expected to create challenging market conditions for lower-end products. The forecast predicts a 3% decline in sales for 2025, followed by a modest recovery of 1% in 2026. Vendors will need to focus on improving efficiency and profitability to remain viable in this environment.
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