Xiaomi overthrows Apple and Samsung to become Europe’s best-selling smartphone brand

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The Redmi Note 10S is one of Xiaomi’s upcoming flagship phones (Image: XIAOMI)

Android dominates smartphone sales in Europe this year, but there is one phone manufacturer that stands out for its meteoric rise on the charts. The Chinese brand Xiaomi is selling full-featured 5G phones for just £129 in its top-end Mi and more budget Redmi ranges. UK sales have grown steadily since its debut on British shores in 2018, but many may be surprised to learn how popular it has become.

Consultancy Strategy Analytics today announced that Xiaomi was the best-selling smartphone brand in Europe between March and June this year.

It now accounts for more than a quarter of all smartphones sold on the continent. In total, Xiaomi sold 12.7 million phones in the period, an increase of almost 70 percent since last year. Samsung came in second with 12 million phones shifted, followed by Apple with 9.6 million.

The news was shared by Xiaomi’s head of communications on Twitter:

The brand is getting stronger this year, following recent news that it had overtaken the iPhone to the second-highest sales worldwide.

It is also the number one smartphone brand in India. Nearly a third of all phones sold in the subcontinent come from Xiaomi.

Boris Metodiev of Strategy Analytics noted that the brand’s success in Europe is due to increasing sales in Russia, Ukraine, Spain and Italy. Customers in those countries are “greedy for the Mi and Redmi ranges of feature-rich, low-cost smartphones,” he said.

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With its phones up to 75% cheaper on average than Samsung and Apple equivalents, it’s easy to see why Xiaomi has taken off. Like other cheap Chinese phone brands, it has managed to cram in plenty of premium features at bargain prices.

For example, the 5G flagship Mi 11 (£749) comes with three cameras with a total of 108MP, HDR10+ video recording and wireless charging. Even the cheapest phones, like the £179 Redmi Note 10, have impressive battery life and 5G connectivity.

Sales could rise even further as the company prepares to launch several new products next month. The Redmi Note 10 Pro (£229 – £289) Redmi Note 10S (£179), Mi 11 (£599+) and POCO F3 5G (289 – £349) will all be released on August 8.

Even a privacy scandal last year couldn’t stop the company. Last year, a cybersecurity expert revealed that Xiaomi was collecting detailed information about its users, such as websites they visited and their Google searches.

Among the top five brands, Samsung was the only one to see its sales fall – a 7% drop from this time last year. However, this may be offset in August when the company is expected to release a number of flagships, including the Galaxy Z Fold 3, Galaxy Z Flip 3, and Galaxy S21 FE.

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I work as the Content Writer for Gaming Ideology. I play Quake like professionally. I love to write about games and have been writing about them for two years.

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