Samsung Dominates European Smartphone Market, But Apple and Honor Are Gaining Ground
Samsung maintained its lead in the European smartphone market in 2025, shipping 46.6 million units and capturing a 35% market share, according to recent data from Omdia. However, the landscape is shifting, with Apple and Honor demonstrating notable growth.
Apple and Honor: The Rising Stars
Apple secured the second position with 36.9 million units shipped (27% market share), while Xiaomi followed with 21.8 million (16%). Interestingly, Apple and Honor were the only brands within the top five to experience growth compared to 2024, increasing their shipments by 6% and 4% respectively. Both brands as well achieved record sales volumes on the continent last year.
Honor’s climb into the top five – shipping 3.8 million devices for a 3% market share – signals a strengthening presence and increased competition. Motorola held fourth place with 7.7 million units (6%), but saw a 5% decrease in shipments year-over-year.
Market Trends: A Slight Dip in Overall Shipments
Despite Samsung and Apple’s strong performance, the overall European smartphone market experienced a slight decline of 1%, totaling 134.2 million units shipped. This represents approximately 10.8% of all smartphones shipped globally.
Beyond the top five, brands like Nothing and Fairphone demonstrated resilience with double-digit growth, suggesting a growing consumer interest in alternative smartphone options.
Q4 2025: Apple Takes the Lead
The final quarter of 2025 (October-December) saw a shift in dominance, with Apple leading shipments at 13.4 million units and a 34% market share. Samsung followed closely with 12.4 million units (31%). Honor continued its upward trajectory, experiencing the highest growth rate among the top five in Q4, with a 24% increase in shipments. Motorola (13%) and Samsung (10%) also saw growth during this period.
Best-Selling Devices: Samsung and Apple Dominate
The Samsung Galaxy A56 was the best-selling smartphone in Europe in 2025, followed by the iPhone 16 and the Samsung Galaxy A16. Six of the top ten best-selling devices were iPhones, and four were Samsung models, highlighting the strong brand loyalty and market power of these two companies. Xiaomi’s Redmi Note 13 4G, a top-ten seller in 2024, did not make the list in 2025.
What Does This Indicate for the Future?
The European smartphone market is becoming increasingly competitive. While Samsung currently holds the largest market share, Apple’s consistent growth and Honor’s emergence as a top-five player suggest a dynamic future. The success of brands like Nothing and Fairphone indicates a potential demand for niche products and sustainable options.
The price increases implemented by Xiaomi, followed by Samsung and Apple, will be a key factor to watch. Consumer response to these higher prices could influence market share in the coming years.
FAQ
Q: Which smartphone brand led the European market in 2025?
A: Samsung led the market with a 35% share.
Q: Which brands experienced growth in 2025?
A: Apple and Honor were the only top five brands to grow.
Q: What was the best-selling smartphone in Europe in 2025?
A: The Samsung Galaxy A56.
Q: Did Xiaomi maintain its position in the top 10 best-selling devices?
A: No, Xiaomi did not have a device in the top 10 in 2025.
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