Europe Smartphone Market 2025: Apple & Samsung Lead Despite Declines

Apple shipped 36.9 million iPhones in Europe during 2025, achieving a record sales volume and a 27% market share, despite a 1% overall decline in the European smartphone market, according to research from Omdia.

The growth was driven by strong demand for the iPhone 16, the Pro Max versions of both the iPhone 16 and iPhone 17, and the more affordable iPhone 16e model. The iPhone 16e specifically helped Apple capture customers shifting away from older, non-USB-C iPhones as modern regulations phased those models out, Omdia reported.

Samsung maintained the leading position in European smartphone shipments with 46.6 million units, while Xiaomi ranked third with 21.8 million units, representing a 16% market share. HONOR entered the top five European smartphone vendors for the first time in 2025.

Apple’s performance in Europe contributed to its overall success in 2025, when the company became the world’s largest smartphone vendor by annual shipments. In the fourth quarter of 2025 alone, Apple sold 13.4 million iPhones in Europe, capturing 34% of the market, a significant increase from the 11.2 million iPhones and 33% market share recorded in the same period of 2024.

Omdia’s research indicates that Apple had six of the top ten smartphone models shipped in Europe throughout 2025. The European smartphone market totaled 134.2 million units in 2025, impacted by weaker demand and new eco-design regulations, including the mandatory adoption of USB-C ports.