More phones are being sold again in Europe. While leading brands like Apple, Samsung, and Xiaomi are benefiting, three other brands are seeing significantly stronger growth.
Good news for Samsung and other major players: smartphone sales are on the rise in Europe again. Compared to the previous year, phone manufacturers in Europe sold 10% more devices in the second quarter of 2024, according to market researchers from Counterpoint Research. All three of the world’s leading smartphone manufacturers saw growth. Samsung increased sales by 8%, Xiaomi by 1%, and Apple even by 18%. However, other brands are now growing much faster.
Tecno, for example, saw a massive 196% increase in sales. The brand belongs to the Chinese conglomerate Transsion, which is now one of the five largest smartphone manufacturers in the world. Tecno initially sold its devices primarily in Africa. Now, its budget phones are also available in Europe—mainly in Eastern Europe and Russia. The company is also eyeing the German market, having sold a €100 phone through Aldi last year.
Honor, Realme, and Tecno on the rise
Another brand that saw substantial growth in the second quarter was Realme, growing by 18%, similar to Apple. Realme specializes in attractive mid-range smartphones. In India, the Realme 13 Pro+ recently sold over 100,000 units in just one week. Its launch in Europe is still pending. In addition to Realme and Tecno, Counterpoint Research notes that Honor phones are also becoming increasingly popular, especially in Western Europe. However, the report does not provide specific figures for Honor.