The European smartphone market faced an 11% decline in the third quarter of 2023, marking the most significant slump since 2011, as reported by Counterpoint Research. Notably, Realme experienced the steepest decline, while Apple’s iPhone sales only marginally dipped, allowing it to surpass Xiaomi. In this challenging landscape, only Honor managed growth.
The Western European market exhibited a slight recovery from the previous quarter, attributed in part to the launches of Apple’s iPhone 15 and Samsung’s Galaxy Flip5. However, persistent macroeconomic challenges in the east continue to create a difficult environment for smartphone sales.
Chinese brands Tecno and Infinix thrived in Russia, experiencing remarkable growth of 192% and 518%, respectively. Meanwhile, Honor, the former Huawei subsidiary, emerged as the sole contender in the top five, recording an 8% increase in smartphone sales compared to the same quarter last year, securing a modest 3% overall market share.
Despite a 15% decline in sales, Samsung retained its leadership position with a 32% market share, fueled by the popularity of the Galaxy Fold5 and Galaxy Flip5. Apple weathered the storm admirably, with only a 3% decrease in iPhone sales, resulting in a 2% market share gain, reaching 24%. Xiaomi maintained a 22% share, leading in Eastern Europe with a 35% market control despite a 13% sales dip.
As the European smartphone market grapples with challenges, these dynamics signal a reshuffling of positions among key players, emphasizing the resilience of Apple and the noteworthy growth of Honor amidst a broader contraction.
