Xiaomi is now the number one brand in Europe. We’re not saying it’s impossible. This is something we’ve been waiting for since a similar report showed Xiaomi beat Apple in Q2 2021. The latest report from Strategy Analytics tells us that the Chinese OEM has overtaken other brands in the region with a share market share of 25%. About 50 million units were shipped with an increase of 14% more than the previous year. It appears that the economies are recovering. There is a demand from consumers to upgrade their phones. 5G devices are also becoming more attractive as more affordable models enter the market.
In the last quarter, around 13 million units were shipped by Xiaomi. The brand replaced Samsung. Xiaomi would be a big hit in Italy, Spain, Ukraine and Russia. Specifically, the Redmi and Mi series have been successful.
Meanwhile, Samsung’s shipments were down 7% year-on-year in Europe. Only 12 million units were shipped in the second quarter of 2021. Samsung Galaxy A 5G phones were popular, however. It still competes with Apple in premium gaming and Chinese OEMs in the budget category. With Huawei exiting some regions, Samsung was still unable to capture the market.
As for Apple, it had a good quarter. Its market share increased by 16% with 10 million units sold in the second quarter of 2021. More and more Apple fans have bought iPhone 12 units.
In the Android market, OPPO (along with OnePlus and Realme) achieved a 6% market share, thanks to the OPPO A and Reno series. Realme sold some two million units in the last quarter, thanks to the Realme 8 series.