The final three months of 2025 proved great for smartphone shipments in Europe as the market was up 2% compared to Q4 2024. According to Counterpoint Research’s Q4 2025 Smartphone Market Monitor, Apple was the leading brand in Europe with an estimated 33% share of all shipments.
Cupertino saw strong demand for the iPhone 17 series, resulting in a 7% rise in shipments compared to the prior year. The report outlined strong demand for the 17 series in Eastern Europe.
Apple iPhone 17
Samsung came in second with a 29% market share and a 4% rise in shipments, while Xiaomi came in third place with an estimated 16% market share. Xiaomi did see a 6% decline in shipments for the period following subpar demand for the Xiaomi 15T series.
Counterpoint Research Market Monitor Service, Q4 2025
Honor accounted for an estimated 4% of all shipments in the European market and saw an impressive 18% growth fueled by strong momentum across Western Europe. Realme came in fifth place with 3% of all shipments for the period, but the brand saw a 21% decline in shipments compared to Q4,2024.
Looking ahead, the ongoing memory chip crisis will lead to a turbulent market in 2026 with projections of significant demand contraction. Brands with a high dependency on the entry-level market will face the biggest challenges.