Samsung, Apple win big in Europe in the first quarter of 2025

    NGUYỄN ĐĂNG |

    The high-end smartphone market share in Europe, with Samsung and Apple products, increased to a record high in the first quarter of 2025.

    Canalys' latest research shows that the number of factory-owned smartphones shipped to Europe (except Russia) decreased by 2% in the first quarter of 2025 to 32.4 million units, largely due to slow demand for low-end supply.

    Samsung was Europe's largest smartphone supplier in the first quarter, with its shipments slightly increasing to 12.2 million units. The record sales of the Galaxy S series played an important role in Samsung's performance and also contributed to helping this supplier achieve the highest average quarterly selling price (ASP) ever in Europe.

    Apple ranked second on the chart in the first quarter when the number of iPhone shipped increased sharply by 10% to 8.0 million units, driven by strong end-user demand and initial sales from the iPhone 16e.

    Xiaomi had a resilient first quarter despite poor demand for its target segments, with factory shipments falling just 2% to 5.3 million units. The first quarter of 2025 marks Xiaomi's twentieth consecutive quarter in Europe's top three suppliers.

    contractor and Google entered the top five, shipping 1.7 million and 0.9 million units, respectively. The first quarter also marked the first time Google appeared in the top five four-quarterly market leader rankings.

    According to Runar Bjørhovde, a Canalys expert, in the first 3 months of 2025, the consumption of smartphones priced under 200 Euros fell to a record low in the past decade.

    Meanwhile, the demand for high-end smartphones priced from 800 Euros or more has increased to a record high in Europe. The market share of this segment will account for 32% in the first quarter of 2025.

    Apple had a big win in the first quarter, doubling outflows despite entering the first quarter with a significant inventory of old iPhones 13 and 14 that were discontinued in December 2024 following the USB-C directive. Meanwhile, Samsungs sales were boosted by the warm welcome of the Galaxy S25 series, Canalys analyzed.

    Canalys also forecasts that the European smartphone market will fall by 3% in 2025, but the growth will return to 1% in 2026.

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