Smartphone shipments in Europe (excluding Russia) fell 9% to 28.7 million units in Q2 2025, making it the world’s weakest smartphone market, according to Canalys/Omdia. Samsung led with 10.3M units (-10%), followed by Apple at 6.9M (-4%) and Xiaomi at 5.4M (-4%). Motorola dropped 18% to 1.5M, while HONOR grew 11% to 0.9M.
Analysts cite weak consumer demand, cautious channel inventories, and new EU eco-design rules as key headwinds. The top five vendors now hold a record 87% market share, intensifying competition among telcos, retailers, e-commerce, and direct sales. Growth is expected to return gradually from 2026, driven by low-end device replacements and AI features, but long-term expansion is forecast at just 1.7% CAGR through 2029.
Source: Canalys
