Apple took the top spot increasing its share YoY with shipments growing 7% YoY.

Samsung took second place, with its shipments growing 4% YoY and share also increasing YoY to 29%.

Apple’s strong growth in Eastern Europe and increased competition in Western Europe ate into Xiaomi’s market share, causing a 6% YoY decline.

Europe Smartphone Shipments Share by OEM, Q4 2025 vs Q4 2024

Source: Counterpoint Research Market Monitor Service, Q4 2025. Note: Values may not add up to 100% due to rounding.

HONOR’s strong momentum continued into Q4, with 18% YoY shipment growth.

Despite the growth in 2025, memory price rises will likely cause a significant downturn in 2026.

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