After a positive 2023, Samsung smartphone sales continued to rise in Europe and worldwide in Q1 2024. The company even managed to regain the first place on the old continent that it lost a couple of years ago. The launch of the Galaxy S24 series with the Galaxy AI suite had a lot to do with this.
The latest market study from Counterpoint Research leaves Samsung in a very good position in the European smartphone market. According to the report, the South Korean giant captured a 32% market share in the first quarter of this year. The company saw a 7% year-over-year sales increase. Thanks to this, it regained the position of the largest smartphone brand in Europe, snatching it from Xiaomi.
Samsung emerges as the main phone brand in Europe in Q1 2024
Two years ago, the Chinese giant took away Samsung’s position as the main smartphone brand in central and eastern European regions. Now, the momentum of the latest Galaxy S24 series has led Samsung to get it back. Overall, the European smartphone market showed year-on-year growth of 10%, which is great news after a few years of decline. Samsung stands as the biggest beneficiary of this recovery.
On the other hand, Apple suffered a year-on-year decrease in its market share in Europe in Q1 2024, going from 27% to 25%. This is due to both interest in Samsung smartphones and a drop in iPhone sales. Usually, iPhone sales slow down as the launch of the next generation approaches. So, it is possible that the market share will drop a little more in the coming months.
Some Chinese brands grew exponentially
Chinese smartphone brands showed solid performance in Q1 2024. The most impressive cases are those of Honor and Realme, with a year-on-year increase of 67% and 59% in sales, respectively. Both companies managed to capture 4% market share in Europe each. Also, Xiaomi increased its sales by 11%, taking 18% of the European market share.
All other smartphone brands share the remaining 18% of the market. The drop in sales of OPPO and OnePlus devices stands out, leaving the top 5. This is due to legal confrontations over patents between the BBK consortium and Nokia. That said, both companies resolved their issues earlier this year. So, OPPO and OnePlus devices will once again be available in key markets in Europe.
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