Canalys: European smartphone shipments to grow 5% in 2024

According to the latest research from Canalys, smartphone shipments in Europe (excluding Russia) grew 5% in 2024, the first growth after four consecutive years of decline. The resilience of high-end demand and the replacement cycle of mid- and low-end smartphones purchased during the epidemic have jointly driven the market's recovery. Samsung reaffirmed its position as the largest smartphone supplier in Europe, with shipments increasing by 6% to 46.4 million units in 2024. Apple became the largest supplier in the fourth quarter of 2024, thanks to the positive response to the iPhone 16 series and continued demand for iPhone 13 and 14. Apple's shipments in Europe increased by 1% from 2023 to 34.9 million units. Xiaomi ranked third with 22.2 million units shipped, the same as in 2023. Motorola had its best year ever in Europe, growing by 26% and shipping more than 8 million units. OPPO (including OnePlus) ranked fifth, with an increase of 13% to 4.1 million units.

Canalys analyst Runar Bjørhovde said: "Premium smartphone sales hit a record high in 2024, with more than 41 million smartphones priced at $800 or more, mainly driven by Apple and Samsung. For Apple, the iPhone 16 series received a positive response, while the iPhone 13 and 14 were pushed into the channel in large quantities before the discontinuation of production on December 28 due to the EU's USB-C directive. For Samsung, the Galaxy S24 series helped it achieve its highest premium sales since 2019, and its premium growth was driven by effective marketing activities leveraging Galaxy AI and the Olympics, as well as comprehensive promotions."

Bjørhovde added: “In 2024, mass-market devices make a comeback, with increased competition driving an early release of demand. While Samsung and Xiaomi still dominate this space through broad regional coverage, they are being challenged by downstream suppliers who are strategically targeting some core markets. Motorola reaches a new all-time high in Europe in 2024, a result of its expansion across the region, particularly targeting open market channels. Expanding its physical coverage and growing through telecom operators will be a key step in its continued growth. OPPO resumes shipment growth after two difficult years, mainly due to a focus on Spain, Italy, Romania and Portugal. In addition, HONOR and realme achieve double-digit shipment growth compared to 2023, intensifying competition and creating expectations for future products for channels and consumers.”