The European smartphone market witnessed an 11% decline in the third quarter of 2023, marking the lowest sales since 2011, as reported by Counterpoint Research. While Realme faced the steepest drop, Apple’s iPhone sales weathered the storm with a marginal decrease, allowing it to surpass Xiaomi. Notably, only Honor emerged as a growth outlier in this challenging landscape.
The Western European market exhibited a modest recovery from the preceding quarter, fueled in part by the launch of Apple’s iPhone 15 and Samsung’s Galaxy Flip5. However, the eastern part grappled with persistent macroeconomic challenges, creating a harsh environment for smartphone sales. Chinese manufacturers Tecno and Infinix found success in Russia, achieving remarkable growth of 192% and 518%, respectively.
Honor, the former Huawei subsidiary, defied the market trend, recording an 8% increase in smartphone sales in the third quarter compared to the previous year. Despite its relatively modest 3% overall market share, Honor stood as the sole company among the top five to register growth.
While Samsung retained its leadership with a 32% market share, the company experienced a 15% decline in sales, even as the Galaxy Fold5 and Galaxy Flip5 garnered popularity. Apple, with a mere 3% dip in iPhone sales, not only weathered the storm but gained a 2% market share, securing a 24% overall share. Xiaomi, despite a 13% drop in sales, maintained a 22% market share and continued its dominance in Eastern Europe, commanding a 35% share in that region.
As the European smartphone market grapples with challenges, the landscape is reshaping, and companies like Honor are positioning themselves strategically to navigate and capitalize on evolving consumer preferences. The coming quarters will be crucial to observe how these shifts unfold in the dynamic world of smartphone competition.