Europe Smartphone Shipments Fell in 4Q23

Europe’s smartphone shipments declined 3% YoY in the fourth quarter of 2023, according to the latest report from Counterpoint Research. This was much less severe than the 24% drop registered in 4Q22.

It also marks the fourth consecutive quarter where shipment declines improved from the preceding quarter, suggesting that the European market, which has been in a slump since 1Q22, may finally have bottomed out. The 4Q23 results were underpinned by improving macroeconomic conditions and successful new launches, including a delayed debut of the iPhone 15, which limited the decline in the region.

“The worst seems to be over for Europe’s smartphone market as it registered a single-digit rate of decline for the first time since 4Q21. Although Western Europe declined by 5%, Central and Eastern Europe rose 2% during the quarter. Some countries are recovering from their lowest-ever quarterly shipments, including key markets like the UK and Russia, which grew 6% each,” said Harshit Rastogi, Research Analyst at Counterpoint Research.

“While 2023 was another difficult year for the European smartphone market, the annual contraction improved slightly from -17% to -12%. The region is expected to experience some relief in 2024 driven by Samsung’s early refresh for the A series along with the new S series which boasts impressive GenAI capabilities. Additionally, OPPO and vivo’s patent agreement with Nokia should bring further aid to the floundering market. Google and HONOR are also likely to increase their shipments in the region, especially in Western Europe, as consumers increasingly choose premium devices,” said Jan Stryjak, Associate Director at Counterpoint Research.

Samsung declined by 10% and recorded its lowest Q4 shipments since 2015, slipping to second place. Apple rose to the top spot and registered a record-high Q4 market share in the region despite recording its lowest Q4 shipment volume since 2015. Xiaomi was one of the few major OEMs to grow in 4Q23. HONOR registered a 2% growth in Europe overall, driven by Western Europe where its 31% growth offset a 21% decline in Central and Eastern Europe. OPPO’s troubles continued in the region resulting in a 59% decline in 4Q23.