Europe’s smartphone market continued its recovery for the third consecutive quarter in Q3 2024, registering 8% YoY shipment growth, according to Counterpoint Research. The recovery can be primarily attributed to sustained macroeconomic improvements reviving consumer demand, along with a return to relatively normal business for many OEMs after a poor 2023.

Apple’s Q3 2024 sales were up YoY by 10%. iPhones could have done better if Apple Intelligence was available in EU markets. Apple's AI is scheduled for Europe in April 2025.  

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Commenting on the outlook for the rest of the year, Associate Director at Counterpoint Jan Stryjak said: “We expect a traditionally strong end of the year driven by Black Friday and Christmas promotions. Some OEMs, like Google, have even started early with some significant deals. And with Apple Intelligence launching in the UK, Apple’s largest market in Europe, in December, Apple could be in for a successful end of the year. Other OEMs like Samsung, HONOR and Google should also see an uptick in sales in Q4, but the focus will likely remain on Apple.”

Samsung maintained its lead and grew 9% YoY, although this was largely off a very low base in Q3 2023. With both the Galaxy S24 FE and Galaxy A16 launching in October, Samsung should see further growth, but its market leadership will be challenged by Apple in Q4.