A new analytical report this morning claims that Europe’s smartphone market continued its recovery for the second consecutive quarter in Q2 2024, registering 10% YoY shipment growth. The recovery can be primarily attributed to sustained macroeconomic improvements reviving consumer demand. While Western Europe registered 8% YoY growth, Central and Eastern Europe registered 12% YoY growth.

Apple registered a strong rebound with 18% YoY growth and regained market share. With the launch of its iPhone 16 series in Q3 2024, Apple will likely register more growth. However, a lack of Apple Intelligence features in the EU region due to regulatory issues could slow the upgrade rate." Then again, we posted a report last week titled " A Step-by-Step Guide to Assist Apple iPhone 15 Pro and M1-Based iPad users to get Apple Intelligence to work – in Europe."

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Samsung maintained its lead and grew 8% compared to Q2 2023, which was its lowest quarter since 2015 in terms of shipments. While the Galaxy S24 series continued to lead in the region, the latest generation of A series also complemented the growth.

Xiaomi grew 1% YoY in Europe, facing competition from other Chinese OEMs in Central and Eastern Europe, where it fell 17%. But this decline was offset by its 41% growth in Western Europe.

While Google didn't make the top 5 OEMs list, they did grow 74% as their brand expanded to new markets while growing in the established ones. The new Pixel 8A further aided the growth.

Middle East and Africa (MEA) Smartphones Q2-24

Counterpoint reports that smartphone shipments in the Middle East and Africa (MEA) region grew 3% YoY in Q2 2024.

Apple moved to the fourth spot, surpassing Infinix, but its sales remained flat YoY. The company introduced substantial promotions and discounts to gain a temporary boost during a typically slow quarter. The soon-to-be-launched iPhone 16 series is expected to perform better, as the company continues to broaden channel penetration in the region.

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