Key Takeaways
1. The smartphone market is primarily dominated by two operating systems: iOS and Android.
2. Xiaomi surpassed Apple in smartphone shipments in Q2 2025, holding a 23% market share in Europe.
3. Apple has a unit share of 21% but experienced a 4% decline in sales.
4. Samsung remains the market leader with a 31% share, despite a 10% drop in annual growth.
5. Realme is showing strong growth potential, with a 5% annual increase, while Lenovo’s share declined by 18%.
The smartphone sector is not very divided when it comes to the operating systems available. There are essentially just two main mobile platforms: iOS and Android. Apple’s iOS is only found on its own devices, while Android and its variations are the go-to choice for most other manufacturers. Recent information from Canalys and Omdia shows that Android remains the leader in the European smartphone landscape, and there’s been a significant change in the rankings of top smartphone producers.
Xiaomi’s Surge
Notably, Xiaomi has surpassed Apple in the second quarter of 2025 regarding the number of shipments. It’s important to mention, however, that sales numbers don’t completely indicate market share (like user base), which is affected not only by total sales but also by how long users typically keep their phones.
Market Share Analysis
The study indicates that Xiaomi phones made up 23% of all smartphones sold in Europe during the second quarter of 2025, reflecting an annual increase of 11%. Apple is close behind with a unit share of 21%, although its sales decreased by 4%. Meanwhile, Samsung remains the top player in the market, capturing 31% of smartphone sales in Europe, despite experiencing a 10% drop in annual growth. Following them are Lenovo and Realme, with shares of 5% and 4%, respectively. However, Realme has shown promise to surpass Lenovo, achieving an annual growth of 5%, while Lenovo faced an 18% decline during the same timeframe.
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