Samsung stayed on top of Europe’s smartphone market in 2025, but Apple was the one that really moved the needle.

Fresh data from Omdia shows Europe shipped 134.2 million smartphones last year. That’s down just 1% from 2024, not a dramatic drop, but it signals demand is still soft. Between tighter consumer spending and regulatory shifts like mandatory USB-C and eco-design requirements, the market never really found strong momentum.

Even so, the big names tightened their grip. Samsung and Apple together accounted for 62% of all shipments in the region.

Samsung held the No. 1 spot with 46.6 million units shipped, translating to a 35% market share — up slightly from 34% a year earlier. Growth was modest, roughly 200,000 additional units year-over-year, but the company managed to steady things after a slow start. Things picked up later in the year, helped by aggressive pricing on the Galaxy A16 and particularly strong demand for the Galaxy A56, which reportedly ended up as Europe’s best-selling smartphone overall in 2025.

Apple, meanwhile, had the stronger growth story.

Apple shipped 36.9 million iPhones in Europe, up 6% year-over-year, reaching a record 27% market share in the region. Much of that came from steady upgrade cycles and strong demand for the iPhone 16 series. The iPhone 16 Pro Max and iPhone 17 Pro Max performed well at the high end.

Xiaomi remained in third place with 21.8 million shipments and a 16% share, though volumes dipped slightly. Motorola followed with 7.7 million units (6% share), down 5% year-over-year. Honor broke into the top five with 3.8 million units and a 3% share, showing noticeable momentum toward the end of the year.

Overall, the market looks increasingly split. Premium devices continued to drive growth, while the budget segment stayed under pressure. Samsung leaned on its mid-range strength, Apple capitalized on premium upgrades, and both extended their lead.

Europe accounted for 10.8% of global smartphone shipments in 2025. Not the largest region, but still an important one.

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(Source: Omdia)