Key Takeaways
1. Samsung retained its market lead in Europe with 46.6 million units sold, accounting for 35% of total sales, and a slight increase from 2024.
2. Sales for Samsung slowed in the first half of 2025 but improved with the launch of the affordable Galaxy A16 and the popular Galaxy A56, which became the best-selling model.
3. Apple achieved a record 27% market share by shipping 36.9 million iPhones, driven by the iPhone 16 series and compensating for the discontinuation of older models.
4. Xiaomi ranked third with a 16% market share but saw a decline of 1 percentage point, selling 21.8 million units.
5. The overall smartphone market in Europe shrank by 1% in 2025, representing 10.8% of global shipments.
Smartphone demand in Europe saw a slight dip in 2025, though Samsung maintained its lead in the market. The South Korean company sold 46.6 million units across the continent, which is 35 percent of the total sales. This reflected a modest increase of 200,000 units compared to its performance in 2024.
Sales Fluctuations
As noted by analysts from Omdia, Samsung’s sales experienced a slowdown during the first half of the year, largely due to the absence of the Galaxy A0x series. However, the situation improved in the latter half as Samsung launched a more affordable Galaxy A16. Additionally, the Galaxy A56 gained popularity, finishing as the best-selling model in Europe for 2025.
Apple’s Strong Performance
Apple enjoyed a successful year, achieving a record market share of 27 percent by the end of 2025. The tech giant shipped 36.9 million iPhones to Europe, marking a 6 percent rise from the previous year. The sales were primarily driven by the iPhone 16, iPhone 16 Pro Max, iPhone 17 Pro Max, and iPhone 16 e. The latter model compenseted for lost sales caused by Apple discontinuing the iPhone 14 and earlier versions due to the new USB-C regulation.
Other Competitors
Xiaomi came in third place in the smartphone market, capturing 16 percent of the market share, though it saw a slight decline of 1 percentage point, totaling 21.8 million units sold. Meanwhile, Motorola faced a more significant setback, dropping 5 percent and hitting only 7.7 million shipments, placing it fourth. On a more positive note, HONOR managed to secure the fifth spot in Europe, with a total of 3.8 million units sold.
In summary, the smartphone market in Europe shrank by 1 percent in 2025, which represented 10.8 percent of the global shipment total.
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