Apple Hits Record 27% Market Share in Europe as Smartphone Sales Decline [Report]

Apple captured a record 27 percent of Europe's smartphone market last year, even as overall industry shipments slipped. The broader European market dipped by 1 percent to 134.2 million units in 2025, weighed down by sluggish consumer demand and a messy transition to new USB-C and eco-design regulations.



Against that backdrop, Apple shipped 36.9 million iPhones, representing a 6 percent increase from the prior year. The momentum was driven by iPhone 16, the Pro Max versions of both iPhone 16 and iPhone 17, and iPhone 16e, with solid pickup from both everyday consumers and corporate buyers. Omdia notes the 16e sold especially well in Europe, where it effectively replaced the iPhone 14 and other Lightning-based models Apple discontinued in late 2024 to comply with USB-C mandates.


Samsung kept its lead as the top vendor in the region, shipping 46.6 million units to secure 35 percent of the market. After a slow first half of the year, Samsung rebounded in 2H25 by leveraging a discounted Galaxy A16 alongside strong momentum for the Galaxy A56, which ended up as the single best-selling phone in Europe for 2025.



Xiaomi took the third spot with 21.8 million units and a 16 percent market share, declining slightly year over year. Its performance was supported by its budget-friendly Redmi lineup and the expansion of its "new retail strategy" in Europe, including new Xiaomi Stores and a broader ecosystem portfolio.

Motorola held onto fourth place despite a 5 percent annual decline to 7.7 million units. Shipments were weaker in the first half but recovered in the second half, highlighted by double-digit growth in the fourth quarter.

Honor climbed into the top five for the first time, growing 4 percent to 3.8 million units by leaning on its affordable X-series as it worked to strengthen its presence with key channel partners.


The outlook for the coming months is more complicated. The research highlights an impending supply crunch and rising memory pricing that will test how companies allocate limited supply. This matches recent warnings that surging component costs will squeeze profit margins across the board in 2026. Because Europe accounted for roughly 10.8 percent of global smartphone shipments in 2025, vendors facing tighter supply may need to weigh how much inventory they allocate to the region versus other markets.

Apple and Samsung are better positioned to navigate that pressure due to their scale and broad coverage across price tiers. For smaller vendors, scaling back in Europe to control costs carries risks, since rebuilding retail presence and customer momentum can take years.