2022 Worst Year for Europe Smartphone Shipments in a Decade Despite Moderately Merry Christmas

  • The Europe smartphone market declined by 24% YoY to 45 million units in Q4 2022; the lowest fourth quarter total since Q4 2011.
  • Annual shipments reached 176 million units in 2022, a 17% decline versus 2021 and the lowest annual total since 2012.
  • Samsung maintained leadership despite a 25% YoY shipment decrease, and despite a sequential drop in Q4 2022 versus Q3 2022
  • Apple regained second position from Xiaomi, even though the iPhone 14 was its weakest major European launch since the iPhone 5 in 2012
  • Xiaomi’s YoY decline was the lowest of the top OEMs as it largely recovered from a challenging 2021
  • OPPO and realme swapped places again as realme managed its inventory in Eastern Europe following a big boost in Q3 while OPPO regained ground lost earlier in the year

 London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – February 22, 2023

The European smartphone market continued to suffer from a dire economic climate and ongoing geopolitical uncertainty with shipments declining by 24% year-on-year in Q4 2022, according to the latest research from Counterpoint Research’s Market Monitor service. This made Q4 2022 Europe’s worst fourth quarter since Q4 2011, and 2022 the worst year since 2012. However, Apple’s iPhone 14 launch, despite being its weakest major launch in Europe for a decade, and wider seasonal promotional activity helped shipments to grow by 6% compared to Q3 2022.

Q4 2022 European Smartphone Shipments and Growth

Counterpoint Q4 2022 European Smartphone Shipments and Growth Samsung Apple Xiaomi OPPO realme
Source: Counterpoint Research Market Monitor, Q4 2022
Note: OPPO includes OnePlus

Counterpoint Research’s Associate Director, Jan Stryjak said, “there was no let up for European consumers in Q4 as the cost of living remained at record levels. Yes, the traditional Christmas boost meant quarterly shipments increased compared to Q3, but consumer demand remained muted. Apple’s usual strong end to the year was weaker than expected, allowing Samsung to maintain its leadership of the European market. There was relatively good news for some OEMs though. Xiaomi’s YoY decline of ‘only’ 6% indicated a recovery from its troubles in 2021, while OPPO regained ground as realme looked to manage inventory in Eastern Europe.”

Q4 2022 European Smartphone Shipments Share

Counterpoint Q4 2022 European Smartphone Shipments Share Samsung Apple Xiaomi OPPO realme
Source: Counterpoint Research Market Monitor, Q4 2022
Note: OPPO includes OnePlus

Commenting on the outlook for 2023, Stryjak added “the challenging macro climate and ongoing geopolitical tensions will continue into 2023 and potentially get worse initially as the cost-of-living crisis deepens through Winter. Some countries are likely to fall into recession, so with weakened consumer demand and high inventory levels for some OEMs, the first half of 2023 will be tough. However, inflation has stabilised and wholesale energy prices have dropped, leading to hopes of interest rate and energy bill cuts later in the year. This should boost consumer confidence and spur demand, leading to a better second half of the year.”



Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts

Jan Stryjak


Peter Richardson 



Follow us on LinkedIn and Twitter



Related Posts



Jan is an Associate Director with Counterpoint Research, based in London, and leads the company’s research in Europe. He is a seasoned analyst with over 13 years’ experience in the TMT sector, most recently with GSMA Intelligence where he was responsible for key research deliverables and led a team of analysts producing highly impactful regional insights. Before that, Jan held strategy and analyst positions at Vodafone and Qualcomm, and started his career with research firm TNS (now Kantar).

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.