Xiaomi Beats Samsung as the Top European Smartphone Vendor

According to new data, Xiaomi became the top smartphone vendor, with 25.3% market share and 14% YoY in Q2 of 2021.

The New Numbers

Earlier this month, Canalys announced that Xiaomi managed to overtake Apple as the second-biggest smartphone vendor in Q2 of 2021.

According to new data from Strategy Analytics, the Chinese manufacturer managed to also top Samsung for the same time period. 

Xiaomi managed to ship 12.7 million devices, and so, its market share grew to 25.3%. It has seen great numbers in countries like Italy, Spain, Ukraine, and also Russia, among others. 

The vendor is among the fastest-growing brands globally.

What About Samsung and Apple?

Samsung experienced a drop of -7% YoY in Europe. It managed to ship 12 million smartphones. The new 5G models from the Galaxy A series, however, are performing well, but they are facing tough competition in the face of Apple and Chinese vendors.

As for Apple, Linda Sui from Strategy Analytics said: “Apple posted a strong quarter, growing +16% YoY and shipping almost 10M units in Q2 across Europe. The iPhone 12 series continues to resonate with loyal Apple customers who were overdue to replace their devices.”

The Other Contenders

The Top 10 list also includes:

  • Oppo
  • Vivo
  • Transsion 
  • Realme
  • Lenovo-Motorola
  • Honor
  • Huawei

“OPPO (not including Realme and OnePlus) captured almost a 6% market share on the back of the popular OPPO A and Reno series. Rounding out the European top 5, Realme had a breakthrough quarter with the newly launched Realme 8 series, shipping almost 2m units in Q2 2021”, said Sui.

Samsung, Apple, and OnePlus are still leading in the gaming phones market, however.


Devoted my whole life to words - reading, writing and trying to be original on social media. Got certified in digital marketing - still not cool enough to be an influencer. Finished a master’s degree focused in Literature, Publishing, Mass Media. Hobbies include traveling, reading and hoping that yoga will be the thing to finally teach me some patience. Would like to take over the world at some point, but that’s an optional dream. Maybe modern tech can help me do that?

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