Overview Europe’s smartphone market has become less and less competitive over recent years. The top three of Samsung, Apple and Xiaomi have become stronger, while the “new” entrants like OPPO, realme and vivo that were hoping to capitalize on Huawei’s exit have not seen the success they had hoped for. In this report, we examine why the top three OEMs in Europe have steadily gained share over recent years, why others have struggled, and whether there is any hope for a reignited competitive landscape in the region in the near future.