The smartphone market in Europe is facing significant challenges, as recent data reveals a sharp decline in shipments during Q2 2023. A detailed analysis from Counterpoint Research shows that only 35 million smartphones were shipped during this period, marking a notable 10% decrease compared to the same quarter last year. This downturn is attributed to various factors including rising inflation, ongoing geopolitical tensions such as the conflict in Iran, and increased costs of components.
Smartphone Shipments Share by OEM, Q2 2025 vs Q2 2026 (Counterpoint Research)
In terms of market share, both Apple and Samsung dominate the European smartphone landscape, each holding a substantial 34% share of total shipments. Xiaomi continues to play a significant role with a 15% share, while Oppo, encompassing brands like OnePlus and Realme, represents 4%, and Honor accounts for 3% of the shipments.
Western Europe showed relatively better performance, bolstered by strong growth from Apple and slight gains from Samsung. In contrast, Eastern Europe has struggled, particularly in the budget smartphone segment, which has seen a notable decline. Analysts from Counterpoint Research forecast further shipment declines on the horizon, as inventory levels dwindle and the budget segment is projected to face the most substantial impact.
