The European smartphone market faced an 11% decline in the third quarter of 2023, marking the lowest sales volume for this period since 2011. Realme took the hardest hit, while Apple managed a modest dip, surpassing Xiaomi. Notably, only Honor, the former Huawei subsidiary, showed growth amidst challenging market conditions.
According to Counterpoint Research, the overall slump in smartphone sales was a significant trend, with the third quarter of 2023 witnessing the lowest figures in over a decade. However, Western Europe experienced a mild recovery from the previous quarter, attributed in part to the successful launches of Apple’s iPhone 15 and Samsung’s Galaxy Flip5.
The eastern part of the continent grappled with challenging macroeconomic factors, impacting market dynamics. Chinese smartphone manufacturers Tecno and Infinix saw remarkable success in Russia, with growth rates of 192% and 518% respectively. Meanwhile, Honor carved a niche in Europe, recording an 8% increase in smartphone sales compared to the same period last year, the sole company in the top five to achieve growth. Honor’s market share, though modest at 3%, contrasts with the overall market trend.
Despite a 15% drop in sales, Samsung maintains its leadership position with a 32% market share, fueled by the popularity of Galaxy Fold5 and Galaxy Flip5. Apple’s iPhone sales experienced a marginal 3% decline, resulting in a 2% gain in market share, reaching 24%. Xiaomi, while facing a 13% decrease in sales, retains a substantial 22% market share, retaining its dominance in Eastern Europe with a commanding 35% market share in that region. As the smartphone landscape navigates challenges, these market dynamics offer insights into the evolving preferences and competition within the European market.