Counterpoint: Europe’s smartphone market slides further in Q2

Apple
Tamsin Rodriguez2 August 2022Last Update : 2 weeks ago
Counterpoint: Europe’s smartphone market slides further in Q2

Q1 was the worst first quarter for smartphone shipments in Europe since 2013, based on data from Counterpoint research. In Q2, the market fell 13% compared to Q1 for a total of 40.3 million units shipped – the worst Q2 since 2020.

Compared to Q2 last year, the market is down 11%, but that doesn’t paint a full picture of the interesting dynamics at play. The war, the faltering economy and the resurgence of COVID-19 hampered all smartphone manufacturers.


Quarterly smartphone shipments in Europe and changes compared to Q2 2021 (source: Counterpoint)

At first glance, Samsung and Apple did okay – their shipments and market share increased compared to the same period last year. However, both showed a sharp decline from the 1st quarter of this year.

In Samsung’s case, Q2 2021 was its weakest quarter in over a decade as the company struggled with shutdowns at its Vietnamese factories at the time. That makes the figures for this Q2 less impressive. There was another factor at play – Samsung pulled out of Russia, which led to a drop in shipments compared to the first three months of this year.

The same applies to Apple, according to Counterpoint. Shipments increased on the back of the popular iPhone SE (2022), but total shipments were not as high as they could have been since Apple pulled out of the Russian market.

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Top 5 smartphone manufacturers in Europe by market share, Q2 2021 vs. Q2 2022 (source: Counterpoint)

Xiaomi experienced the opposite of Samsung’s situation. Q2 2021 as its best quarter ever in the European market, Q2 2022 not so much. However, the company benefited from Samsung and Apple’s withdrawal from Russia, which allowed it to ship more devices.

Oppo and Realme round out the Top 5 and also had opposite fates. Oppo was hit hard by supply and production problems in China, while Realme had double-digit growth year-on-year.

“Unfortunately, the situation in Europe remains bleak. Many countries in Europe are sliding closer to recession, and domestic political tensions are rising in several countries outside of Russia and Ukraine, for example in France, Germany and the UK. However, we remain hopeful that bottom has been reached, and that the trajectory should soon turn upwards, but the recovery will probably be long and slow,’ said Counterpoint Research Associate Director Jan Stryjak.

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