Counterpoint: European smartphone market is recovering, Samsung is the main winner in Q1

Jiwei.com reported on April 28 that according to the latest report from Counterpoint, the European smartphone market is recovering, and the strong momentum in the fourth quarter of 2020 has continued into 2021. Everyone continues to fight for the market share vacated by Huawei, and competition among suppliers has intensified.

Image source: Counterpoint

The first quarter of 2021 is a typical example of the fierce competition in the European smartphone market. In January, Apple became the clear leader after the launch of the iPhone 12 series; Samsung rebounded in February driven by strong sales of its latest flagship Galaxy S21 series and the popular Galaxy A series; Xiaomi achieved its highest market share in Europe ever in March after launching its flagship Xiaomi 11. OPPO, OnePlus, realme and vivo also continued to grow strongly, most of which launched new devices during the quarter.

Samsung was the main winner of the quarter, taking back the top spot from Apple, but Apple remained the leader in France, Germany and the UK. Xiaomi's performance was equally impressive, especially in Southern Europe. In March, Xiaomi replaced Samsung as the largest smartphone vendor in Spain and surpassed Apple to take the second spot in Italy. Xiaomi now accounts for one-fifth of smartphone sales in Europe, almost tripling its market share 18 months ago.

Image source: Counterpoint

Samsung and Apple will both see improved market share in the first quarter of 2021, with a host of Chinese players set to re-challenge their leadership, led by fast-growing Xiaomi, which gained 20% market share for the first time in March. Meanwhile, OPPO and vivo are hoping their back-and-forth battle for the top spot in their home market of China will also lead to stronger growth momentum in Europe.