European Smartphone Market Rebounds: Samsung Leads, Apple Recovers Strongly, TECNO Emerges

European Smartphone Market Rebounds: Samsung Leads, Apple Recovers Strongly, TECNO EmergesMarket research firm Counterpoint Research has reported that European smartphone shipments grew by 10% year-on-year in Q2 2024, marking a recovery for the second consecutive quarter. The report reveals that Samsung continued its leadership, Apple experienced a strong rebound, and TECNO climbed to fifth place with rapid growth

European Smartphone Market Rebounds: Samsung Leads, Apple Recovers Strongly, TECNO Emerges

Market research firm Counterpoint Research has reported that European smartphone shipments grew by 10% year-on-year in Q2 2024, marking a recovery for the second consecutive quarter. The report reveals that Samsung continued its leadership, Apple experienced a strong rebound, and TECNO climbed to fifth place with rapid growth.

Samsung saw an 8% year-on-year increase in shipments in Q2 2024, reversing the decline in Q2 2023, which saw the lowest shipment figures since 2015. The Galaxy S24 series remains a leader in the European market, and the latest generation of the A series also achieved growth.

Apple bounced back strongly in Q2 2024, with a year-on-year growth of 18%, regaining market share. With the launch of the iPhone 16 series in Q3 2024, Apple is poised for further growth. However, the lack of Apple Intelligence functionality in the EU region, due to regulatory issues, could potentially slow down user upgrades.

Xiaomi witnessed a 1% year-on-year increase in sales in Europe. However, it faced competition from other vendors in Central and Eastern Europe, resulting in a 17% decline in sales. Fortunately, a 41% growth in Western Europe offset this drop.

Transsion's TECNO emerged as the fastest-growing major brand in the European market, displacing HONOR to secure fifth place. TECNO's presence is mainly concentrated in Central and Eastern Europe (particularly Russia) where it has gained traction with its mid-range priced smartphones.

Google achieved a remarkable 74% year-on-year growth rate, fueled by its brand expansion into new markets and growth in existing ones.

Overall, the European smartphone market showcased a positive recovery trend in Q2 2024, with leading brands like Samsung and Apple dominating. Emerging brands like TECNO are steadily making their mark. With the launch of new models and evolving market demands, the European smartphone landscape is expected to remain competitive and rife with opportunities.