Canalys: Europe smartphone marketplace grows after 4 years in decline

The smartphone marketplace in Europe grew through 5% in 2024, following 4 consecutive years of decline. The announcement got here from Canalys, which published the marketplace noticed simply over 136 million gadgets shipped, with 30% of them being top class gadgets, priced $800 and above.

Samsung remained a pacesetter in 2024, however Apple recorded spectacular This autumn 2024 gross sales. This was once pushed through a favorable reception for the iPhone 16, despite the fact that ot nonetheless lacks Apple Intelligence.

The marketplace noticed resilient high-end call for, blended with a alternative cycle of mid-to-low-end smartphones, bought all over the pandemic. Samsung larger its gross sales through 6% on a every year foundation, whilst Apple shipped 1% extra iPhones.

Xiaomi, the 0.33 greatest smartphone supplier in Europe, mainly driven the same quantity of Redmi, Poco, and Xiaomi-branded telephones because it did in 2023. Motorola noticed a 26% building up, whilst Oppo grew 13% YoY, however Canalys identified the quantity contains OnePlus shipments.

The document issues out that 2024 noticed the largest quantity of top class gadgets bought – 41 million, or 30% of the overall 136 million. The research is according to shipments and no longer precise retailer gross sales, and it contains Apple’s push of iPhone 13 and iPhone 14 gadgets into the channel earlier than they had been discontinued because of the USB-C directive; shops are allowed to promote those gadgets in the event that they had been already at the cabinets earlier than December 28, when the directive kicked in.

Samsung’s building up in gross sales was once most commonly pushed through the Galaxy S24 collection, which was once closely marketed all over the Paris 2024 Olympics.

An in depth research into separate nations published that Apple has nearly double the Samsung shipments in the United Kingdom (52% vs 28%), however in Spain, it fell to 3rd position, as Xiaomi shipped extra telephones than its Korean competitor

Motorola reached an all-time excessive in Europe in 2024, due to enlargement thru offline retail outlets and open marketplace channels. Oppo’s quantity returned to expansion after two tough years, seeing a push in Southern Europe – Spain, Italy, Romania, and Portugal. Honor and Realme additionally grew through double digits, “intensifying pageant and growing pleasure throughout the channel and amongst shoppers.”

Firms are going through a “complicated 2025” because the EU will introduce an Ecodesign Directive on June 20, pushing producers of cell gadgets to prioritize longevity, ease of restore, and accountable useful resource use. This contains offering spare portions for a number of years, keeping up longer tool toughen, and providing technical documentation to facilitate upkeep through third-party suppliers.

In a while put, distributors should release telephones with simply replaceable batteries and more than one years of tool toughen. This can be a massive problem for many corporations, and we’re about to look them realign their priorities and goal earnings expansion from products and services, B2B plans and channel expansions.

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