The European smartphone market experienced an 11% decline in the third quarter of 2023. Notably, Realme took the biggest hit, while Apple showcased resilience with only a slight dip, managing to surpass Xiaomi. The standout performer amidst the challenges was Honor, the former Huawei subsidiary, emerging as the sole growth entity in the top five.
According to Counterpoint Research, this decline marks the lowest smartphone sales in Europe for a third quarter since 2011. Western Europe, however, saw a marginal recovery from the second quarter, attributed partly to the debut of Apple’s iPhone 15 and Samsung’s Galaxy Flip5.
Challenging macroeconomic factors persist in the eastern part of the continent, contributing to ongoing market difficulties. Chinese smartphone manufacturers Tecno and Infinix capitalized on the Russian market, witnessing impressive growth of 192% and 518%, respectively, in the region. Meanwhile, Honor recorded a notable feat, achieving an 8% increase in smartphone sales in Q3 2023 compared to the previous year, securing its status as the only company in the top five with positive growth. Despite this, Honor’s overall market share remains modest at 3%.
Samsung retains its leadership position with a 32% market share, despite experiencing a 15% decline in sales. The popularity of the Galaxy Fold5 and Galaxy Flip5 partially offset this downturn. Apple, showcasing resilience, witnessed only a 3% drop in iPhone sales, leading to a 2% gain in market share, reaching 24%. Xiaomi, holding a 22% share, faced a 13% sales dip but maintained its stronghold in Eastern Europe, commanding a 35% market share in that region. As the market dynamics evolve, industry experts closely monitor the landscape for potential shifts and innovations to drive recovery.
