Smartphone shipments in Europe (excluding Russia) grew 5% in 2024, ending a four-year decline, driven by strong high-end demand and mid-to-low-end replacements. Samsung remained the top vendor, increasing shipments by 6% to 46.4 million units. Apple led Q4 with strong iPhone 16 demand, growing 1% to 34.9 million units. Xiaomi held third place with 22.2 million shipments. Motorola saw a record 26% growth, while OPPO (including OnePlus) rose 13%. High-end smartphones ($800+) hit a record 41 million units, driven by Apple and Samsung. The EU’s eco-design directive in 2025 will challenge vendors, requiring software updates for five years and impacting pricing strategies.
Source: Canalys
