Which Phone Brand is Right for Me?

From flagship to budget, the array of phones offered in Switzerland includes more than just iPhones and Galaxy devices. If you need a new phone, you can get a good overview of what brands are available on the Swiss market here.

Apple

Apple is the undisputed leader in the Swiss phone market. The most noticeable difference between iPhones and all other mainstream phones available in Switzerland is the iOS operating system. All phones from Apple use this system, and for many users that alone is reason enough to stick with the iPhone.

iOS has an advantage in that like the iPhone, it is designed by Apple, and it integrates seamlessly into Apple’s full hardware and software ecosystem. If you use newer Macintosh computers or an Apple Watch, your iPhone will generally work well with your other devices, with few compatibility issues. The disadvantage of iOS is that there is somewhat less software available and you have fewer customization options than with Android.

The iPhone’s hardware is generally cutting edge, with new phones generally using the latest components. The brand’s flagship phones match their competition in terms of performance, including camera performance. The tradeoff is that Apple phones sit in the highest price categories. A new iPhone model costs well upwards of 1000 francs. 

Foldable iPhones have been available since autumn 2026.

Samsung

Samsung’s Galaxy line is often considered to be the Android equivalent of the iPhone. The new flagship models launched by the South Korean phone maker every year play a major role in setting the pace of the smartphone market. Not surprisingly, the performance of Galaxy phones – particularly high-end models – is normally good. But with Samsung too, the price tags of the best Galaxy phones cross the 1000-franc line.

In addition to the expensive flagship models, the South Korean company also offers numerous mid-range models, as well as low-end phones for smaller budgets.

Unlike Apple, which provides iOS updates for many years after you purchase your phone, Android support often has a much shorter lifespan. Samsung promises between four and seven years of updates from the launch date, depending on the model.

Samsung is one of the few phone makers which has repeatedly experimented with foldable displays. It is also one of the few brands to offer phones with this feature – even if only in the high-end range. If you are looking for a foldable smartphone, you should be prepared to either pay top dollar for a new premium model, or settle for an older model.

Huawei

Huawei has made a name for itself in recent years as a photography-friendly smartphone brand. Its flagship models typically deliver exceptionally good results for low-light photos.

Huawei is a Chinese phone maker, and owing to the Chinese government’s reputation for meddling with businesses, concerns have been raised about the possibility of third-parties having access to Huawei phones. However, there is currently no evidence to back up these concerns.

But the concerns have led the US government to sanction Huawei, which means Google services are not available on current models. You cannot get apps from Play Store, and popular apps like WhatsApp and Spotify are not available in Huawei’s own app store. So many apps are either not available, while others can be installed with a lot of effort but may not work correctly. If you have already used Android for a long time, you will likely miss the unavailable services, in which case a Huawei might not work well for you.

Xiaomi

This Chinese phone maker is known for offering good value for money. Even the flagship Xiaomi phones cost less than comparable devices from Apple and Samsung, while offering equal performance and camera capabilities.

But Xiaomi’s sweet spot lies in its attractive offers in the middle price range. If you want a powerful phone for relatively little money and do not need a state-of-the-art camera, then a budget Xiaomi model could be a good fit. This brand usually offers exceptionally good value for money in the 200-franc to 300-franc price range. The main downside of models in this price range is the absence of good cameras. These Xiaomi models also normally come with advertising enabled by default, but this annoying feature can be disabled.

Nokia

Nokia is a widely-known mobile phone brand. The Finnish company dominated the mobile phone market in the late 1990s and early 2000s. For many Swiss consumers, Nokia hits like the 3210 were the first mobile phones they owned. In Switzerland, Nokia had a market share of nearly 60 percent.

Today, the Nokia brand is only found on feature phones – retro-style mobile phones with buttons. These phones are sold for less than 100 francs. The lineup includes modern interpretations of classic Nokias like the 3210.

Nokia phones are an interesting option for people who want a mobile phone without Internet and apps.

Sony

Smartphones are not Sony’s specialty, but the Japanese company has continued to produce and market its Xperia smartphones under its own brand since the dissolution of Sony Ericsson. Success has been limited, with the legendary phone maker holding less than 1 percent of the Swiss mobile phone market for many years now. Sony sells its phones directly over its own website. The phones are hardly available from Swiss online retailers.

Sony’s flagship phones generally match the latest specs, and have price tags to match. Some features – like a 4k screen with a 120 hertz refresh rate – are somewhat luxurious for many users. Unless you specifically want these, you can generally find similar phones at lower prices elsewhere. Additionally, users of certain Xperia models have complained about a tendency towards overheating when phones are used intensively.

Sony’s longtime experience as a camera manufacturer is a boon for its mobile phones. Its camera software lets you adjust almost all photographic settings manually. But the complexity of the camera system can also be a disadvantage for users with less know-how.

Oppo

Oppo is one of the biggest Chinese mobile phone makers and its phones have been offered in Europe for some time.

In contrast to brands like Xiaomi, Oppo’s flagship models are not focused on low pricing. Its premium models are relatively expensive. But its features, performance, and cameras are impressive, and Oppo has been commended for the battery life and short charging times of its phones. However, even these advantages make the price-tags of premium models difficult to justify. In other price segments too, Oppo’s value-for-money ratio often fails to impress.

Motorola

American mobile phone maker Motorola has also settled for the mid-range market. Its devices are frequently lauded as delivering good value for money. You will have to accept some compromises in the budget phone range. Taking time to consider which features are most important to you in a smartphone is important. You can then choose a device that excels in those specific areas.  

Along with Samsung, Motorola is one of the few brands which offers a foldable smartphone. Most other foldables fold vertically, which means the folded phone is roughly the same size as a conventional smartphone. But Motorola’s models fold horizontally, which makes the folded phone very compact.

Google

The cameras on Google’s Pixel phones offer exceptional value, largely because of the special software used. Even the budget models often have a similar or identical camera system to the high-end models. If having a good camera is very important to you, but you do not want to buy an expensive flagship phone, then a Pixel phone can be a good option. 

An advantage of Google devices is that the bare-bones Android system used enables quick and regular security updates. Therefore, compatibility shouldn’t be an issue. You also do not have to count on getting a big load of unwanted apps with your phone – aside from Google’s apps. If you prefer to avoid Google apps, then getting a Google phone might not make much sense.

Fairphone

Fairphone is a Dutch phone maker built on the concept placing a strong emphasis on human rights and environmental sustainability in the manufacturing process. The phones are designed to be easy to repair, so that they can be fixed rather than replaced.

If sustainability is important to you, then a Fairphone could be a good fit for you. However, you should be ready to pay a markup over comparable phones because of the more costly manufacturing process. Critics often point out the sub-par performance of Fairphones. Another possibly disadvantage is that Fairphone does not launch new models every year, which means your choice of phones is limited, and hardware does not always keep pace with the latest specs.

Nothing

UK company Nothing is a relatively new phone maker. Its phones are clearly distinguishable, with a transparent rear side and integrated light strips. The light strips alert you to phone calls and messages, and indicate the battery load. Nothing forgoes preinstalled apps from third parties, and advertisements.

Nothing phones are mid-range devices that provide average value for money.

Honor

The flagship Magic models from Chinese phone maker Honor compete directly with Apple and Samsung. These phones leave little to be desired, and regularly receive top ratings in independent tests.

Honor stands out due to its short charging times and exceptionally thin phones. Its top models cost more than 1000 francs when they are launched. Honor offers many different devices for different budgets, including entry-level phones.

Honor only provides updates for four to five years from the time a phone is first launched. That means the support periods are relatively short compared to competitors like Samsung and Google.

More on this topic:
Things to consider when buying a phone
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Swiss mobile phone survey