The European smartphone market witnessed an 11% decline in the third quarter of 2023, marking the lowest sales since 2011, according to data from Counterpoint Research. While Realme faced the most substantial setback, Apple weathered the storm with only a slight dip in iPhone sales, surpassing Xiaomi. Notably, only Honor managed to buck the trend, registering growth amidst the market downturn.
The recovery in Western Europe, albeit modest, was attributed to the launch of Apple’s iPhone 15 and Samsung’s Galaxy Flip5. Conversely, challenges in the macroeconomic landscape persisted in the east, contributing to adverse market conditions. Chinese smartphone manufacturers Tecno and Infinix thrived in Russia, experiencing remarkable growth of 192% and 518%, respectively.
Honor, the former Huawei subsidiary, emerged as a standout performer, defying the prevailing market trend. The company recorded an 8% increase in smartphone sales compared to the same quarter the previous year, securing a 3% overall market share.
Despite a 15% decline in sales, Samsung retained its leadership position with a 32% market share. The popularity of Galaxy Fold5 and Galaxy Flip5 helped cushion the overall impact. Apple, experiencing only a 3% drop in iPhone sales, managed to gain a 2% market share, reaching 24%. Xiaomi, despite a 13% reduction in sales, maintained a significant share of 22%, holding the lead in Eastern Europe with a commanding 35% market share.
As the European smartphone landscape undergoes shifts and challenges, the dynamics between established players and emerging contenders will continue to shape the industry’s trajectory in the coming quarters.