Europe’s smartphone market fell 1% in 2025 to 134.2 million units, reflecting weak demand and new eco-design and USB-C regulations. Samsung stayed the market leader with 46.6 million units, helped by strong second-half sales and the popular Galaxy A56. Apple grew 6% to 36.9 million units, reaching a record 27% share, driven by strong demand for the iPhone 16 series.
Xiaomi remained third despite a slight decline, while Motorola held fourth after a late-year recovery. HONOR entered the top five for the first time, supported by its affordable X-series models.
The top five brands continued to gain overall market share, showing the importance of scale, though competition remains intense and opens opportunities for differentiated challengers like vivo, Nothing and Fairphone. Looking ahead to 2026, rising memory costs and supply risks could pressure the market, but major vendors are expected to remain more resilient, with success depending on strong differentiation and customer demand.
Source: Omdia
