Strategy Analytics: Xiaomi was the top smartphone seller in Europe in Q2
Strategy Analytics has issued its quarterly report on the smartphone market in Europe, and we have a new leader in sales. Xiaomi managed to surpass Samsung and has become the best-selling vendor with 25.3% of the market share. The Korean giant is sitting closely behind and the analysts predict we haven't seen the end of the battle for top positions.
| Company | Shipments (in million) | Market share Q2 2021 | Yearly change |
| Xiaomi | 12.7 | 25.3% | +67.1% |
| Samsung | 12 | 24% | -7% |
| Apple | 9.6 | 19.2% | +15.7% |
| Oppo | 2.8 | 5.6% | +180% |
| Realme | 1.9 | 3.8% | +1800% |
| Others | 11.1 | 22.2% | -20.1% |
| Total | 50.1 | 100% | +14.4% |
The European market had a strong quarter, driven by COVID-19 recovery, said Boris Metodiev, Associate Director at Strategy Analytics. Xiaomiâs success is based on tremendous sales in Russia, Ukraine, Spain, and Italy where customers are âeager for Mi and Redmi series of feature-rich, value smartphonesâ.
Samsung is the only company in the Top 5 to ship fewer devices, and Neil Mawston, Executive Director, revealed this is due to increasing competition from Apple in the high-end market and Chinese vendors in the low-end scene. It also failed to capitalize on Huaweiâs demise, but at least is performing well with new 5G models, thanks to the Galaxy A series.
Apple posted strong results because fans were âoverdue to replace their devicesâ and the iPhone 12 series resonated with them. Realmeâs now a top 5 maker in Europe as well, its great Q2 showing being attributed to the Realme 8 series.