Western Europe Smartphone Market Sees Slight Decline in First Two Weeks of Oct on Xiaomi Fall; New Launches Drive Apple Show
- Smartphone sales in Western Europe in the first two weeks of October decreased by 1% YoY, reflecting a still-sluggish economy and muted consumer confidence.
- Xiaomi’s 7% YoY drop drove the overall market’s decline. The brand’s 15T series, which was launched in late September, is experiencing slower sales compared to its predecessor.
- Apple grew 2% YoY, fueled by a strong start for the iPhone 17 series and the added excitement of the iPhone Air in its line-up.
- HONOR has been steadily gaining share in the market thanks to impressive sales of its foldable phones, but the absence of new models in early October led to a 4% YoY decline.
London, Beijing, Buenos Aires, Fort Collins, Hong Kong, New Delhi, Seoul, Taipei, Tokyo - November 17, 2025
Western Europe’s smartphone sales during the first two weeks of October (weeks 40 and 41) decreased by 1% YoY, according to Counterpoint Research’s Smartphone Weekly Sales Tracker. Jan Stryjak, Associate Director at Counterpoint Research, said, “With Apple’s new iPhone launch happening in late September, October is usually a seasonal period for the Western European smartphone market’s growth. However, based on early October’s weekly sales figures this year, Western Europe’s smartphone sales growth in the month could be slower than expected. The economic situation across the region remains sluggish, with consumer confidence still muted.”
Xiaomi was down 7% YoY over the period, influencing the market’s decline. The brand has been positioning itself as the market’s solid third-largest OEM after Apple and Samsung, but slower initial sales of its 15T series, released in late September, led to a decline in early October. Nevertheless, the continued strong sales of its other best-selling products, like the Redmi Note 14 series and Xiaomi 15 series, provide room for Xiaomi to maintain its position.
Apple reported 2% YoY growth, suggesting a positive outlook for the iPhone 17 series in Western Europe. The new line-up of products, with the addition of the iPhone Air, is raising consumer excitement. The iPhone Air appears to have accounted for about 10% of the iPhone 17 series’ sales during the period.
Samsung, together with Apple, dominates the premium segment in this region and maintains a stable second place with 30% market share. Its Galaxy S25 Ultra and S25 models led sales during this period, while the Galaxy A56 also showed strong performance.
HONOR experienced a 4% YoY decline due to the lack of new models. The brand’s most recent debut, the Magic 5, has started to lose initial momentum after being on the market for more than a month, while the mainstay HONOR 400 series has been out for around six months. Jene Park, Senior Analyst at Counterpoint Research, said, “HONOR’s decline is temporary. This OEM is one of the fastest-growing OEMs in the region, having recently achieved 30 consecutive months of growth thanks to impressive sales of its foldable phones.”
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