According to CNMO, research firm Canalys recently released a report stating that Apple and Samsung dominate the smartphone market in Europe (excluding Russia), accounting for 80% of sales.
Apple and Samsung
Canalys said that Apple and Samsung are firmly in the top spot in the European smartphone market. In the first half of 2024, the two mobile phone giants jointly won 59% of the sales volume share and up to 80% of the sales revenue share. In terms of shipments, Apple and Samsung accounted for 36% and 22% respectively. In terms of shipment value (sales), Apple accounted for 44% and Samsung accounted for 36%. Both Apple and Samsung have scale advantages and mature high-end product lines, which can not only simplify the internal demonstration process, but also effectively control cost growth.
Canalys pointed out that in the fiercely competitive European smartphone market, the remaining market share has become the focus of competition among many manufacturers. In this battlefield, most manufacturers face dual challenges: one is the fierce competition from peers, and the other is the increasingly compressed profit margins, which is mainly due to their general focus on the mid- and low-end markets. If large-scale sales cannot be achieved, the difficulty of profitability will undoubtedly increase when additional costs are added to each device, such as extending the software support period.
Specifically, Xiaomi is the third largest smartphone brand in Europe, accounting for 17% of shipments and 7% of shipment value. In addition, domestic mobile phone brands such as Motorola, Honor, OPPO and Realme also have a certain influence in the European market.
