UK Handset Vendor Marketshare by Operator: Q4 2024
UK handset shipments fell 3% YoY in Q4 2024, with Apple leading across all major operators. Explore market share trends from EE, Vodafone, O2, and Three in our latest report.
We estimate 6.5 million handsets were shipped in the UK in Q4 2024, decreasing by -3% YoY. Apple maintained its position as the number one handset vendor across all four major UK operators during the quarter, largely boosted by the strong demand of the iPhone 14 / 15 / 16 series. Samsung trailed Apple across four major UK operators during the quarter. While Xiaomi defended number three position in the UK market, Oppo and vivo continued to lose momentum. This report tracks quarterly handset vendor market share at the four major UK operators -- EE, Vodafone, O2 and Three -- from Q1 2009 to Q4 2024.
