Xiaomi takes second place in Europe. Apple in third place!

Smartphone sales reports for Q1 2021 were recently released, showing that Xiaomi was just a fraction behind Apple in the race for second place in global market share. However, at least one market research firm has already reported that Xiaomi is ahead of the Cupertino company in a key region for competition.

According to Canalys data for the first quarter of 2021, Xiaomi is ahead of Apple in Europe and ranks second, behind Samsung. Specifically, Xiaomi appears to account for 23% of the market in the region, while Apple holds 19%. The market research firm adds that Xiaomi has seen year-on-year growth of 85% in Europe, compared with Apple's 22%.

It is worth noting that Xiaomi has only recently entered the European market, offering affordable smartphones and more. Apple, however, has been present in the region for at least a decade and is considered a premium brand. Nevertheless, this remains a hugely significant win for Xiaomi, given that the European market is one of the most important for smartphones.

The analytics firm also reports that Xiaomi ranked 3^rd when looking specifically at Western Europe, accounting for 17% of the market, compared with Apple's 25%. It therefore seems clear that Eastern Europe is driving Xiaomi's growth across the wider European market.

Looking at the charts above, it is also worth noting that Huawei has been on a downward trend during this period due to US sanctions. Huawei ranks 5^th, with a 3% share of both the European and Western European markets, while Oppo takes 4^th place, recording growth of 153% and 197%. However, it is unclear whether the company's growth is due to its relatively recent entry into the European market, Huawei's decline or other factors.

What remains to be seen is whether Xiaomi can hold on to this position and whether it can also overtake Samsung to claim the top spot.