The Smartphone Duopoly: A Global Perspective

The global smartphone market is largely dominated by two distinct forces: American tech giants and asian manufacturers. on one side, we have Apple and Google (thru Android and other ventures). On the other, companies like Samsung, Xiaomi, Huawei, and Realme hold significant market share.Despite a rich history of industrial and technological innovation, Europe has struggled to establish a strong presence in this highly competitive landscape. Over the past two decades, European brands have largely played a marginal, supporting role in the mobile phone sector.

Dependence on Foreign Markets: A European Reality Check

If Europeans were limited to smartphones manufactured solely within the continent, would the market be enduring? Could European companies guarantee sufficient supply, features, and services that consumers have grown accustomed to? Current data suggests a challenging reality: the answer is likely no.

Market Share Domination by Non-European Brands

According to recent analysis by Counterpoint Research, over 90% of smartphones sold in Europe originate from American or Asian markets. canalys’ February 2025 estimates for smartphone sales in Italy reveal that five brands control approximately 80% of the market. Samsung leads wiht a substantial 32% share, followed by Apple (19%), Motorola (11%), Xiaomi (11%), and Realme (7%).

In France, the dominance of non-European brands is even more pronounced, nearing 90%. Samsung holds 32% of the market, with Apple at 28%, Xiaomi at 19%, Honor at 7%, and Motorola at 4%. Germany shows a similar trend, with non-European brands accounting for 94% of sales. Apple leads with 36%, followed by Samsung (34%), Xiaomi (18%), Google (4%), and Motorola (2%).

Spotlight on European Smartphone Manufacturers

These figures highlight Europe’s significant reliance on devices manufactured in Korea, the USA, and China. What role do European companies play in this landscape? The number of community-based companies with significant production and distribution is limited. One notable example is Fairphone, a Dutch company founded in 2013 with a strong ethical mission: to produce sustainable smartphones designed for longevity.

Electronic consumer products often have an expiration date – they must be updated or replaced as soon as something new is put on the market.
Fairphone Corporate leaders

To combat this, Fairphone has focused on modular designs since its third-generation smartphone. This allows for direct and effective repair of individual components, all available through the company’s official shop. However, Fairphone’s production volume remains relatively small, with just over 200,000 units produced.

Option European Brands: A Focus on Ethics and Sustainability

Beyond Fairphone, other European brands are emerging, primarily from Germany. Shift, similar to Fairphone, produces modular smartphones with a focus on fair trade and economic and environmental sustainability. Volla (Germany) concentrates on creating durable devices with a strong emphasis on privacy. gigaset is another player in the German market. Additionally, HMD Global, the company behind the Nokia brand, is based in Finland.

Generally, these smartphones are designed and developed in Europe, but production varies. Some companies assemble their devices in Asia (Fairphone, Shift), while others develop and produce entirely in-house but rely on third-party components (Volla). While the presence of European smartphone manufacturers producing in Europe is limited, significant strides have been made in design and ethical assembly. These are commendable efforts, but they face challenges in a world where mobile devices and connectivity have become essential.

The production Hurdle: Scarcity and Supply chain Realities

While the idea of European-made smartphones resonates with many, the reality is that production and distribution remain significant obstacles. Can European companies truly guarantee a sufficient supply to meet consumer demand? Currently, many users find themselves turning to non-European alternatives to fulfill their needs. This scarcity impacts market share and consumer choice.

Fairphone 5: A Case Study in Sustainable Smartphone Design

Consider the Fairphone 5, a European smartphone aiming for durability and partial independence. Released in the third quarter of 2023, it initially positioned itself in the mid-range smartphone category. However, in today’s rapidly evolving market, its specifications now place it a step lower.

Hardware and Design Considerations

The fairphone 5 features a 6.46″ OLED Full HD display with Corning Gorilla Glass 5 protection and a brightness of 880 nits. Its design, though, is reminiscent of older smartphone models, with noticeable bezels and a thicker profile. The Qualcomm QCM6490 processor, while not the market’s top performer, was chosen for its long-term software support. This highlights a key trade-off: prioritizing longevity over cutting-edge performance.

Camera Capabilities: Adequate but Not Exceptional

The phone boasts a dual rear camera setup with a 50-megapixel Sony IMX800 sensor and a 50MP ultrawide lens.While these specifications are respectable, the image quality, particularly in low-light conditions, is only adequate. The ultrawide lens, in particular, doesn’t quite match the performance of those found in some lower-end devices from major manufacturers. This illustrates the challenge of competing on features while maintaining a commitment to ethical sourcing and sustainable practices.

The Artificial Intelligence Dilemma: Balancing Innovation and Environmental Impact

Artificial intelligence (AI) is increasingly vital in modern smartphones,driving features and shaping future development. However, Fairphone takes a cautious approach, prioritizing environmental and economic sustainability. The company acknowledges the potential of AI but expresses concern about its environmental costs.

While Fairphone devices support many Google Gemini features, the company is hesitant to develop its own AI assistant, allowing users to deactivate Gemini due to environmental and privacy concerns. This reflects a growing awareness of the environmental footprint of AI,which includes the energy consumption of data centers and the resources required to train AI models.According to a recent study by the University of Massachusetts Amherst, training a single AI model can emit as much carbon dioxide as five cars in their lifetimes.

The environmental consequences of artificial intelligence are frightening. At least for now

Privacy-Focused Software: A Step Away from Big Tech

Even if European companies could match the performance of major tech giants, some users might still prefer to avoid Google due to privacy concerns. Fairphone offers two options: Android or /e/OS, a privacy-focused operating system developed by Murena, a European company. /e/OS is a de-Googled version of Android based on open-source technology, featuring essential apps designed to meet daily needs while prioritizing user privacy. Though, compatibility with all Android apps is not guaranteed, presenting a potential inconvenience for some users.

The Consumer Perspective: Functionality vs. Ideals

Ultimately, the success of European smartphones hinges on consumer choices. While some users are willing to compromise on features or performance to support sustainable and ethical brands, many prioritize functionality and familiarity. in Italy, and across Europe, Apple and Samsung dominate the market, suggesting that for most consumers, certain features are now considered essential. Convincing these users to switch to a European alternative requires a compelling value proposition that balances performance, privacy, and sustainability.

The Allure of Privacy: Stepping Away from Google

In an era where data privacy is paramount, many users are seeking alternatives to mainstream operating systems that heavily rely on data collection. One such alternative gaining traction is /e/OS, a mobile operating system built with privacy as its core principle. But how viable is it to truly “de-Google” your life, and what are the trade-offs involved?

/e/OS: A MicroG-Based Approach

/e/OS distinguishes itself by excluding Google Mobile Services (GMS), the suite of apps and APIs that underpin much of Android’s functionality. Instead, it leverages MicroG, an open-source implementation of google’s proprietary libraries. MicroG provides essential services without the pervasive data tracking associated with GMS. This approach allows users to retain some Android functionality while minimizing their reliance on Google’s ecosystem.

Navigating the App Landscape: Alternatives and limitations

The absence of GMS necessitates finding alternative apps for everyday tasks. Such as, Google Maps is replaced by options like Magic Earth (based on OpenStreetMap), Organic Maps, or OsmAnd. These alternatives offer mapping and navigation features, frequently enough with a greater emphasis on privacy and open-source principles. However, users accustomed to Google Maps’ extensive data and features may find these alternatives lacking in some areas.

Similarly, the official Gmail app is not supported. /e/OS provides its own email client, based on K-9 Mail, which allows users to configure their Gmail accounts via IMAP/SMTP. while functional, this requires a shift in habit and may not offer the same seamless integration as the official Gmail app.

While instant messaging apps like WhatsApp and telegram generally function without issue, social media presents a diffrent challenge. users may need to rely on “clone” apps or access social networks through web browsers, perhaps impacting functionality and user experience. Moreover, many banking and financial apps may not be compatible with /e/OS due to their reliance on Google’s SafetyNet attestation API, which is not present in the operating system.

The Challenge of Ecosystem Adoption

The limitations outlined above highlight the challenges of adopting a privacy-focused operating system. While /e/OS offers a compelling alternative for privacy-conscious users, it requires a willingness to adapt and compromise on certain conveniences. The lack of native support for popular apps and services can be a significant barrier to entry for many users.

Consider the current market share: Android holds approximately 70% of the global mobile operating system market as of Q1 2025.This dominance means that developers often prioritize Android (and iOS) when creating apps, potentially leaving users of alternative operating systems like /e/OS with fewer options.

Making an Eco-Sustainable Choice: Is it Worth It?

Ultimately, the decision to switch to /e/OS is a personal one. It requires weighing the benefits of increased privacy against the potential inconveniences and limitations. For users deeply concerned about data privacy and willing to invest the time and effort to find alternative solutions, /e/OS can be a viable option. However, for those heavily reliant on Google’s ecosystem and unwilling to compromise on convenience, the transition may prove too challenging.

The pursuit of digital privacy often involves trade-offs. Understanding these trade-offs is crucial for making informed decisions about the technology we use.

Archynetys.com Editorial Team