It is the most deep shift in mobile technology the EU has seen. Chinese smartphone brands in Europe are changing the game. It was a duopoly controlled for nearly a decade by Samsung and Apple, but that changed in 2024. When looking at our last shipment numbers and shifts in the markets, they are showing us that Xiaomi, Honor, Realme and others are making their mark and not just participating.
As a result, consumers are no longer asking if they should buy a Chinese flagship, but which one to buy. The Europe smartphone market size was 189.4 Million Units in 2024, because of this major influx of competition in the smartphone market. According to IMARC Group, future growth of the market is expected to continue, with the worldwide market estimated to grow to reach 288.8 Million Units in 2033. In this guide, we’ll break down the statistics, the tech, and also the trends.
What is the current market share of Chinese smartphones in Europe?
Near 2024’s close, Chinese OEMs (original equipment manufacturers) together account for more than 32% of the European smartphone market share. Xiaomi is holding steady at 16% during the year.
The European smartphone market showed signs toward recovery in 2024 after years of decline, with 5% YoY growth. Looking at the data, one can see the usual suspects did not drive recovery. However, while Samsung retained its position as the largest smartphone vendor, its growth was single digit, while Chinese vendors benefited from the inflationary environment and demand for cheaper alternatives.
For example, Xiaomi sold an estimated 22.2 million units in Eastern Europe, making them the third largest vendor in the region. Transsion, parent company for Tecno and Infinix, has also found footing in the region, and in the process have been taking share from older vendors. This indicates the “Big Two” are losing their dominance sooner than expected.
Which specific Chinese brands are growing the fastest?
HONOR is the clear breakout in Europe with a YoY growth of 77% in Q4 2024 and Realme is the second with a 32% growth rate.
Xiaomi might be the only constant here, but the big story is the meteoric rise of all these upstarts. That’s the Q1 to Q4 2024 shipment trajectory we’ve tracked for HONOR and it shows. HONOR has retained much of Huawei’s former customers by utilizing high-end specifications while avoiding Huawei’s GMS ban, which crippled its parent’s smartphone business.
Realme returned to form by flooding the Western European (specifically Italian and Spanish) markets with several “C-series” budget devices and “GT-series” flagship killers after a relatively quiet 2023 for the brand, executing a dual-pronged strategy of offering smartphones attractive to value-conscious buyers and those impressed by tech and performance.
Why are European consumers switching to brands like Honor and Xiaomi?
This “Price-to-Performance” approach, where the features of $1,000+ devices are offered at approximately $600 price points, is what has drawn the interest of European consumers.
Eurozone consumers have become more price sensitive over the past five years due to inflation. However, they still will not accept lower quality for a lower price. Chinese brands have mastered the “Flagship Killer”.
Stating that he tested phones such as the Xiaomi 14T Pro and Realme GT 6, both of which provided flagship specifications such as 4000 nits display brightness and processing power for 30-40% lower price, he mentioned how unlike Apple and Samsung, most Chinese brands still provided fast chargers and protective cases in the box with their devices. European consumers, forced to purchase accessories separately from legacy OEM brands, respond to this practical “value bundle” approach.
How do Chinese flagships compare against Samsung and Apple?
Although Apple and Samsung lead the industry in software support and ecosystem integration, Chinese flagships outpace them in hardware innovation, in particular, charging speed and battery density for devices.
To show the difference we can compare the base models of our current champions with their counterparts in China. In terms of hardware, they could not be more different than each other.
2024/2026 Flagship Comparison Matrix
| Feature | Samsung Galaxy S24 | iPhone 15 | Honor Magic V3 | Xiaomi 14 |
| Approx. Price | €899 | €949 | €1,999 (Foldable) | €999 |
| Charging Speed | 25W (Wired) | 20W (Wired) | 66W (Wired) | 90W (Wired) |
| Battery Tech | Li-Ion | Li-Ion | Silicon-Carbon | Li-Po |
| Charger in Box? | No | No | Yes | Yes |
| Camera Partner | None | None | Harcourt Studio | Leica |
As the table demonstrates, if you prioritize charging your phone from 0% to 100% in under 30 minutes, Chinese brands are the only viable option.
What technological innovations are driving this surge?
The growth is attributed to Silicon-Carbon batteries and improved hinge design for foldable devices, both of which allow devices to be thinner and more powerful.
Western innovation has remained stagnant with only minor camera improvements. Chinese R&D labs are exploring a wider space of possibilities. The most prominent example we tested is the Honor Magic V3.
Honor uses a Silicon-Carbon battery, which allows the Magic V to be as thin as a regular iPhone, measuring 9.2mm at its thickest (like what many consider the main problem of foldable phones). Honor partners with legendary camera brands like Xiaomi’s Leica and OPPO’s Hasselblad, and this brings their respective camera systems to a pro-level of quality in mobile photography, thus removing the last obstacle for real photography enthusiasts who want to switch to a foldable phone.
Are there regulatory hurdles for Chinese tech in the EU?
Yes, those brands have an entanglement with the EU’s “Right to Repair” Eco-design regulations and Standard Essential Patent disputes that are complex.
Trouble has appeared at times. OPPO and OnePlus had to withdraw out of the German market. This was on account of a patent dispute with Nokia. The issue resolved during early 2024. The companies then resumed operations in Germany.
As a consequence, EU regulation set out through Eco-design states that smartphones must be repairable and long lasting, something that Chinese phones have quickly adopted. For example, Xiaomi recently raised its “repairability score”, pledging to update security for 4-5 years to comply with EU regulation and to engender trust regarding “digital sovereignty” and data privacy.
What is the future outlook for the smartphone market in Europe?
The market is projected to grow at a compound annual growth rate (CAGR) of 4.5% throughout the period of 2026 to 2033, with Chinese OEMs expected to account for nearly half of the Android market.
The future is very competitive, with the overall market volume expected to hit 288.8 Million Units by 2033 according to the IMARC Group. The next battleground appears to be Generative AI (GenAI) integration.
Chinese companies are already selling mid-range phones with more advanced AI capabilities such as AI erasers of parts of pictures or the ability to translate languages live in pictures, and if Samsung restricts these functions to its highest-end ‘S’ series, it could lose the mass market to rivals like Xiaomi or Honor.
Conclusion
Yes, the rise of the Chinese smartphone makers in Europe is no longer a fiction. With their innovation capabilities, pricing aggressiveness and their ability to adapt to the users’ needs for the local markets, Honor, Xiaomi and Realme are seemingly everywhere and unstoppable.
This is as good as it gets for the European consumer. Monopolies stagnate. When people compete, they breed excellence. Whether people look toward a foldable phone thin enough for skinny jeans or a camera that betters the best DSLRs, people cater well.
Frequently Asked Questions
Is Xiaomi better than Samsung in Europe?
Xiaomi usually charges and resolves at better specs for the same price, but Samsung experiences more polished software through OneUI and updates software for flagships more years than Xiaomi does.
Are Chinese phones safe to use in Europe?
Yes. For sale in Europe, smartphones must meet strict GDPR (General Data Protection Regulation) standards. Companies such as Xiaomi and Honor have data centers based in Europe including Germany to comply with EU digital sovereignty regulations that require data to remain within EU borders.
What is the best Chinese phone available in 2026?
With all of that taken into account, so far, the Honor Magic V3 is the best foldable and the Xiaomi 14 Ultra is the best camera phone with its 1-inch sensor and its Leica lenses.
