The European smartphone market faced an 11% decline in the third quarter of 2023. Realme bore the brunt of this downturn, while Apple managed a slight dip in iPhone sales, surpassing Xiaomi. The standout performer in a challenging landscape was Honor, recording growth amidst an otherwise contracting market.
Counterpoint Research’s analysis reveals that Q3 2023 witnessed the lowest smartphone sales in Europe for any third quarter since 2011. However, Western Europe exhibited a marginal recovery from the previous quarter, attributed in part to the launch of Apple’s iPhone 15 and Samsung’s Galaxy Flip5.
In Eastern Europe, persistent macroeconomic challenges continued to create obstacles. Chinese smartphone manufacturers Tecno and Infinix thrived in Russia, experiencing remarkable growth rates of 192% and 518%, respectively. Honor, the former Huawei subsidiary, emerged as a beacon of success by recording an 8% increase in smartphone sales compared to the previous year, securing its status as the only company in the top five to witness growth. Despite the positive momentum, Honor’s overall market share stands at 3%.
While Samsung retains its leadership position with a 32% market share, the company faced a 15% decline in sales, even though the Galaxy Fold5 and Galaxy Flip5 gained popularity. Apple weathered the storm better, experiencing only a 3% decline in iPhone sales, resulting in a 2% market share gain to reach 24%. Xiaomi maintained a 22% share, despite a 13% drop in sales, remaining the leader in Eastern Europe with a dominant 35% market share. As the European smartphone market navigates challenges, the strategic moves of companies like Honor and the steady performance of Apple are reshaping the competitive landscape.