Canalys: Apple Tops Europe’s Smartphone Market in Q4 2022 While Full Year Sees 8% Shipment Decline

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Market research firm Canalys published an analysis of Europe’s smartphone shipments in Q4 2022 and for the full calendar year. The reports highlight changing market share dynamics amid a period of declining volumes.

Apple Takes First Place in Q4

In Europe, Apple shipped 12.4 million iPhones in Q4 to capture a leading 33% market share. This represented just 1% annual growth, but was enough to surpass Samsung as the quarter’s top vendor. Fueled by iPhone 15 series demand, nearly 40% of Europe’s smartphones shipped in Q4 cost over $800.

Samsung saw larger declines at -12% annually, shipping 10.8 million units as several models flopped. Xiaomi also dropped 10% to 6 million shipments and 16% share.

CompanyQ4 2023 Shipments (in million)Q4 2023 Market ShareQ4 2022 Shipments (in million)Q4 2022 Market ShareChange
Apple12.433%12.231%1%
Samsung10.828%12.332%-12%
Xiaomi6.016%6.617%-10%
Motorola2.05%1.23%73%
Honor1.13%0.51%116%
Others5.515%6.116%-8%
Total37.8100%38.9100%-3%

First Full Year Contraction Since 2020

For the 2022 calendar year, smartphone vendors shipped 129.8 million devices to Europe – an 8% year-over-year contraction marking the first decline since 2020. Economic challenges led consumers to reduce spending and hold onto devices longer before upgrading.

ALSO READ: Canalys: Smartphone Shipments in Middle East Surge 24% in Q4 2022

Samsung maintained first place with 43.7 million shipments, though still down 11%. Apple took second at 34.6 million. Most major vendors lost share aside from Motorola, Honor and niche players.

Here’s the provided data arranged into a table:

Company2023 Shipments (in million)2023 Market Share2022 Shipments (in million)2022 Market ShareChange
Samsung43.734%48.935%-11%
Apple34.627%36.226%-4%
Xiaomi22.217%24.718%-10%
Motorola6.45%4.73%34%
Oppo3.73%6.75%-45%
Others19.215%19.614%-2%
Total129.8100%140.8100%-8%

Outlook Points to 2024 Rebound

Canalys predicts Europe’s smartphone market will return to modest single-digit expansion in 2024 amid a coming wave of upgrade demand. Vendors are also increasing focus on AI-driven personalization and user experiences to spur new purchases. Successfully educating consumers on unlocking the capabilities of on-device AI will be important.

The competitive landscape may also shift as smaller brands gain share at the expense of struggling incumbents like Samsung and Xiaomi according to Canalys.

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