Samsung Holds Top Spot in Europe as Apple Hits Record 27% Smartphone Market Share in 2025

Samsung retained its position as Europe’s largest smartphone vendor in 2025, with shipments edging up to 46.6 million units, according to data from Omdia. After a sluggish first half caused by the absence of the Galaxy A0x series, Samsung rebounded strongly in the second half of the year, driven by discounts on the Galaxy A16 and sustained momentum for the Galaxy A56, which emerged as Europe’s top-selling smartphone model of 2025.

Apple posted one of the strongest performances in the region, growing shipments 6% year-on-year to 36.9 million units and reaching a record-high 27% market share. Demand was fuelled by iPhone refresh cycles across both consumer and enterprise segments, led by the iPhone 16 lineup, including the Pro Max variants of the iPhone 16 and iPhone 17, as well as the iPhone 16e. Europe stood out globally for strong uptake of the iPhone 16e, which replaced older models such as the iPhone 14 following the enforcement of USB-C regulations in late 2024.

Xiaomi held on to third place despite a 1% decline in shipments to 21.8 million units, accounting for 16% market share. Performance was anchored by its budget-focused Redmi portfolio, while the company’s “new retail” strategy began expanding into Europe toward the end of the year, marked by new Xiaomi Store openings and a broader ecosystem push.

Motorola remained fourth, even as shipments fell 5% to 7.7 million units. Weak demand in the first half of 2025 was offset by a recovery in the second half, including double-digit growth in the fourth quarter, supported by expansion in key markets such as Poland, Italy, Spain, and the UK.

HONOR entered Europe’s top five for the first time, growing 4% to 3.8 million units, largely driven by its affordable X-series. The focus on volume growth is helping the brand strengthen channel presence while laying the groundwork for future premium ambitions.

 

According to Omdia, Europe’s top five vendors continued to consolidate share, underscoring the importance of scale in a mature and highly competitive market. “While competition remains intense across channels, differentiation is becoming critical,” said Runar Bjorhovde, Senior Analyst at Omdia, noting that smaller brands such as vivo, Nothing and Fairphone still managed high double-digit growth through distinct positioning.

 

Looking ahead to 2026, rising memory prices and potential supply constraints are expected to weigh on the outlook. Europe accounted for 10.8% of global smartphone shipments in 2025, and vendors with broader portfolios and stronger scale are likely to be more resilient. Omdia said that despite near-term challenges, Europe’s sizeable premium segment and relatively less price-sensitive consumers continue to make the region strategically important for smartphone makers over the long term.