Smartphone shipments in Europe (excluding Russia) fell 2% in Q1 2025 to 32.4 million units, mainly due to weak demand for entry-level devices. Samsung led the market with 12.2 million units shipped, driven by strong Galaxy S-series sales and record-high average selling prices. Apple grew 10% to 8.0 million units, thanks to strong iPhone 16e demand. Xiaomi remained in third place with a slight 2% decline.
Motorola and Google rounded out the top five, with Google appearing in the rankings for the first time. High-end smartphones thrived, with devices over €800 reaching 32% market share. However, vendors reliant on low-cost devices faced challenges from oversupply and sluggish demand. The market is expected to decline 3% in 2025 but return to 1% growth in 2026.
Source: Canalys
