Europe Smartphone Market Ends 2025 on a High, But There is Trouble on the Horizon
- Europe’s smartphone market ended the year on a high, with shipments up 2% YoY in Q4 2025.
- As expected, Apple took the top spot in Q4 2025 and increased its share compared to Q4 2024, with shipments growing 7% YoY thanks to a strong performance by the iPhone 17 series.
- Samsung took second place, with its shipments growing 4% YoY and share also increasing YoY to 29%.
- Apple’s strong growth in Eastern Europe and increased competition in Western Europe ate into Xiaomi’s market share, causing a 6% YoY decline.
- HONOR’s strong momentum in the region continued into Q4, showcasing an 18% YoY shipment growth.
- Despite the growth in 2025, memory price rises will likely cause a significant downturn in 2026.
London, Berlin, Beijing, Buenos Aires, Fort Collins, Hong Kong, New Delhi, Seoul, Taipei, Tokyo – Feb 17, 2026
Europe’s smartphone market ended the year on a high, with shipments up 2% YoY in Q4 2025, according to Counterpoint Research’s Q4 2025 Smartphone Market Monitor. This built on solid YoY growth in Q4 2024, and was due to strong quarters for Apple, Samsung and HONOR.
Europe Smartphone Shipments Share by OEM, Q4 2025 vs Q4 2024
Apple benefited from robust demand for the iPhone 17 series and strong growth in Eastern Europe, Samsung recovered from a relatively poor Q4 2024, and HONOR’s momentum of the last 18-24 months continued, especially in Western Europe. Conversely, Xiaomi was slightly down YoY as the 15T series couldn’t quite match the performance of the popular 14T, while the OPPO family (including realme and OnePlus) continued to struggle in the region.
Associate Director Jan Stryjak said, “Despite the ongoing macro headwinds across Europe, 2025 was a reasonable year for smartphone shipments, and the year ended relatively strongly. Apple and Samsung both showed good growth, while HONOR, Motorola and Google continued their expansion across the region. However, the positive news ends there. There is trouble on the horizon, with memory price rises expected to cause a significant downturn in 2026. Lower price tiers will face the biggest challenges, but overall shipments will nevertheless suffer significant YoY declines over the next few quarters.”
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