European smartphone market takes a hit

The European smartphone market faced an 11% decline in the third quarter of 2023, with Realme experiencing the most significant loss. Notably, Apple weathered the storm with only a slight dip in iPhone sales, surpassing Xiaomi. In a market grappling with challenges, only Honor emerged as a growth outlier.

Counterpoint Research reports that Q3 2023 witnessed the lowest smartphone sales in Europe for a third quarter since 2011. Western Europe, however, exhibited a modest recovery from Q2, fueled by the launches of Apple’s iPhone 15 and Samsung’s Galaxy Flip5.

The eastern market continues to grapple with challenging macroeconomic factors, but Chinese smartphone makers Tecno and Infinix are thriving in Russia, experiencing remarkable growth of 192% and 518%, respectively. Meanwhile, Honor, the former Huawei subsidiary, defied the trend by recording an 8% increase in smartphone sales compared to the previous year, securing a 3% overall market share.

Despite Samsung retaining its leadership position with a 32% market share, the company saw a 15% decline in sales. Apple, with a mere 3% drop in iPhone sales, gained a 2% market share, reaching 24%. Xiaomi, while holding a 22% share, faced a 13% sales drop but remains the leader in Eastern Europe with a commanding 35% market share.

As the smartphone landscape in Europe experiences a shift, the dynamics between established players and emerging contenders underscore the resilience and adaptability required in the ever-evolving tech market.