Europe’s smartphone market grew for the fourth consecutive quarter in Q4 2024, registering 4% YoY shipment growth, according to Counterpoint Research’s Q4 2024 Smartphone Market Monitor. This is the first time we have seen such a run of growth since Q1 2017, and it can be primarily attributed to a rebound from a poor 2023.

Jan Stryjak, Associate Director at Counterpoint: “The growth for four consecutive quarters shows that the difficulties of 2023 are largely behind us. Despite a relatively slow start, Apple saw good growth for its iPhone 16 series.

Apple overtook Samsung to take the top spot in Europe, as expected, with 8% YoY growth in Q4 2024. Despite weak initial sales for the iPhone 16, demand increased towards the end of the year.

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• Samsung grew just 2%, dropping to second spot, although the Galaxy S24 FE and Galaxy A16 helped boost the brand’s growth over the busy Christmas period.
• Xiaomi was largely flat in Europe in Q4 2024, facing competition from realme, HONOR and Google. The brand was able to maintain its leadership in Central and Eastern Europe, thanks to the continued popularity of its Redmi sub-brand.
• realme grew 32% YoY as it rebounded well, particularly in Western Europe. Its Eastern and Central European performance was largely stable.
• HONOR’s ambitious plans for Europe are bearing fruit, and some impressive devices helped the brand consolidate its fifth position with 77% YoY growth.