For the first time since 2019, the European smartphone market has experienced growth, according to analysis by Canalys. In 2024, there was a 5% increase in smartphone deliveries compared to the previous year. This growth, though modest, marks a significant turnaround after years of declining sales.
Approximately 136.1 million smartphones were sold in Europe in 2024, excluding Russia. This increase can be attributed partly to a rise in high-end smartphone sales, as well as consumers replacing older devices purchased during the COVID-19 pandemic. For manufacturers, this trend signals a rebound in revenue, especially in the premium segment where profit margins are higher.
Samsung remains the market leader with a 34% market share and has slightly extended its lead in Europe. Apple, the second-largest player, was unable to match the market growth and saw its share drop to 26%. Xiaomi also lost a percentage point, now holding 16% of the market. Meanwhile, Motorola gained a percentage point to reach 6%, and OPPO’s market share remained stable at 3%.
Challenges and Legislation in 2025
The year 2025 presents new challenges for smartphone vendors in Europe. From June 20th, new EU regulations will require smartphones to receive five years of support and security updates. According to Canalys, these rules will significantly impact manufacturers focused on the mass market, as profit margins for these devices are already low and additional support will incur extra costs.