Apple: net sales in Europe 2011-2024

Apple recorded sales of over 101 billion U.S. dollars in Europe during FY 2024, reaching an all-time high across the continent. 

Smartphone leader in key markets

Various iPhone models are consistently among the top sellers on a month-to-month basis in key European markets. Three models of iPhone made up the three most-sold devices in the United Kingdom (UK) during April 2024, for example, and three of the five most-sold devices in Germany during the same month. 

A three-way smartphone battle

Based on smartphone shipments in Europe, Apple, Samsung and Xiaomi are the vendors looking to claim top spot in the European market. During the first quarter of 2024, Apple’s share of phones shipped was seven percent less than Samsung, at 25 percent. Xiaomi has emerged as a serious threat in recent years, mostly at the expense of smaller vendors, holding a share of 18 percent in the same period.