According to the latest data released by market research company Omdia on February 23, in 2025, 134.2 million smartphones were sold in Europe, down 1% compared to 2024.
This marks the end of a volatile year with reduced demand and new regulations requiring environmentally friendly design and USB-C standards," Omdia said.
Samsung is still the largest smartphone supplier in Europe, with shipments slightly increasing to 46.6 million units and accounting for 35% market share.
After a slow first half of 2025 due to the absence of the Galaxy A0x line, Samsung has recovered strongly in the second half of 2025, especially thanks to taking advantage of the reduced price version of the Galaxy A16 along with the strong growth momentum of the Galaxy A56, the best-selling phone model in Europe in 2025.
Apple grew by 6% to 36.9 million units in 2025, reaching a record market share of 27% in Europe, thanks to strong demand for iPhone upgrades, driven by great interest from both consumers and businesses. This performance is particularly driven by iPhone 16, the Pro Max version of both iPhone 16 and iPhone 17, and iPhone 16e.
Xiaomi still holds the third position in the rankings with 16% market share, down 1% to 21.8 million units sold, mainly due to the cheap Redmi product line. By the end of 2025, Xiaomi's strategy of expanding foreign markets according to the "new retail strategy" has reached Europe, clearly shown through the opening of a number of Xiaomi Stores and expanding the company's product ecosystem.
Motorola still holds fourth place despite sales falling 5% to 7.7 million units. The company's shipments decreased in the first half of 2025 due to weak demand, but have recovered strongly in the second half of the year. The company's stable performance is driven by the continuous successful expansion in key markets, including Poland, Italy, Spain and the UK.
For the first time, Honor rose to the top 5 in Europe with a growth rate of 4%, reaching 3.8 million units, mainly thanks to taking advantage of the affordable X-series product line. Focusing more on the X-series line shows that the company is paying more attention to increasing market share, presence and importance in key distribution channels - helping to build a platform to support its ambition towards the high-end segment.
