Sales of Samsung Galaxy and Xiaomi smartphones slump in Europe, Apple iPhone stagnates, Honor gains

According to the latest data from Counterpoint Research, fewer smartphones were sold in Europe in the third quarter of 2023 than in any third quarter since 2011. In Western Europe at least, the market has recovered somewhat since the second quarter, partly due to the launch of the Apple iPhone 15 and the Samsung Galaxy Z Flip5.

In the east, however, difficult macroeconomic circumstances continue to create difficult market conditions. Smartphone manufacturers Tecno and Infinix from China, which are relatively unknown, are benefiting from the withdrawal of many manufacturers from Russia and are thereby gaining market share. Honor, on the other hand, is gaining market share across Europe: the former Huawei subsidiary sold 8% more smartphones in the third quarter of 2023 than in the same quarter of 2022, making it the only company in the top 5 to record growth. Its overall market share still remains quite small at 3%.

Samsung remains the market leader with a market share of 32%, but had to make do with 15% lower sales, although the Galaxy Z Fold5 and Galaxy Z Flip5 have proven to be popular. Apple's iPhone sales are only 3% below last year, meaning that its market share actually increased by 2 percentage points to 24%. Xiaomi still has a market share of 22%, despite a 13% drop in sales. It remains the market leader in Eastern Europe, controlling 35% of the market there.