\nThe latest research from Omdia reveals that the European smartphone market declined by 1% in 2025 to 134.2 million units, marking the end of a disruptive year defined by subdued demand and new regulations requiring eco-design and USB-C.<\/p>\n
This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260223432918\/en\/<\/a><\/p>\n Europe (excluding Russia) smartphone market shipment, 2014 to 2025<\/p>\n<\/div>\n \nSamsung remained Europe\u2019s largest smartphone vendor, with shipments marginally growing to 46.6 million units. After a slow 1H25 caused by the absence of the Galaxy A0x series, Samsung bounced back in 2H25, particularly by leveraging a discounted version of the Galaxy A16 alongside strong momentum for the Galaxy A56, which was the top-selling model in Europe in 2025.<\/p>\n \nApple grew 6% to 36.9 million in 2025, reaching a record-high 27% market share in Europe, as iPhone refresh demand surged, boosted by strong interest from both consumers and businesses. Its performance was particularly driven by iPhone 16, the Pro Max version of both iPhone 16 and iPhone 17, and iPhone 16e. Compared to other markets worldwide, iPhone 16e was among Apple\u2019s top-shipping models, largely driven by it replacing iPhone 14 and earlier models, which were discontinued in late 2024 due to the USB-C regulation.<\/p>\n \nXiaomi remained third in the ranking at 16% market share as it declined 1% to 21.8 million units, largely driven by its budget-friendly Redmi series. Towards the end of 2025, Xiaomi\u2019s overseas expansion of the \u2018new retail strategy\u2019 reached Europe, highlighted by several Xiaomi Stores opening and the company\u2019s wider ecosystem portfolio expanding.<\/p>\n \nMotorola remained fourth despite declining 5% to 7.7 million units. Its shipments dipped in 1H25 as demand remained subdued, but recovered with strong momentum in the second half, highlighted by double-digit growth in 4Q. Its resilient performance was driven by continued successful expansion in key markets, including Poland, Italy, Spain, and the UK.<\/p>\n \nHONOR climbed into Europe\u2019s top five for the first time as it grew 4% to 3.8 million units, particularly by leveraging its affordable X-series. The higher X-series focus highlights an increased focus on growing share, presence and relevance within its key channel partners \u2013helping to build a foundation to support its premium ambitions.<\/p>\n \n\u201cEurope\u2019s five largest smartphone vendors continued to gain combined share, reflecting the importance of scale for long-term success in the region,\u201d commented Runar Bjorhovde, Senior Analyst at Omdia<\/a>. \u201cEven though shares continue to shift towards the largest players, fierce competition within the channel continues to reign across all markets, increasing the need to differentiate and understand how to most effectively capture customers. The fierce channel competition has also created a growing willingness amongst sales partners to introduce new vendors with attractive products and differentiated brands into their portfolios. Even though many vendors beyond the top 5 faced big hurdles last year, vivo, London-headquartered Nothing and Amsterdam-headquartered Fairphone grew by high double digits. These vendors are excellent examples that there are opportunities through strong differentiation even in such an established, mature and highly competitive region.\u201d<\/p>\n \n\u201cIn 2026, concerns around memory pricing have created a challenging outlook. In Europe, which made up just 10.8% of all smartphones shipped worldwide in 2025, the biggest question is which vendors are most likely to prioritize the region if hit by price increases or supply shortages,\u201d added Bjorhovde. \u201cWe expect the largest vendors to be more resilient due to their scale and price-band coverage. However, for many vendors, it will be critical to find the right balance between different regions and markets. Scaling a smartphone business within Europe can be very gradual and challenging, requiring consistent investment over time, making it very costly to scale back. Europe\u2019s large premium segment makes it attractive to many vendors in the long-run alongside a less price-sensitive mass-market segment.\u201d<\/p>\n \n\u201cHowever, even in the face of short-term difficulties, capturing interest and demand from customers must be the top priority for all industry players. Both vendors and channel partners need to find key differentiation points, target core influence stages in the buying journey, and retain customers more effectively than ever before.\u201d<\/p>\n \nOmdia\u2019s analysts will be at Mobile World Congress 2026: Book a meeting or interview here to discuss these findings and more.<\/a><\/p>\n Europe (excl. Russia) smartphone shipments (market share and annual growth)<\/b><\/p>\n Omdia Smartphone Market Pulse: 4Q25<\/b><\/p>\n<\/td>\n<\/tr>\n Vendor<\/b><\/p>\n<\/td>\n 4Q25 4Q25 4Q24 4Q24 Annual Apple<\/b><\/p>\n<\/td>\n \n13.4<\/p>\n<\/td>\n \n34%<\/p>\n<\/td>\n \n12.7<\/p>\n<\/td>\n \n33%<\/p>\n<\/td>\n \n6%<\/p>\n<\/td>\n<\/tr>\n Samsung<\/b><\/p>\n<\/td>\n \n12.4<\/p>\n<\/td>\n \n31%<\/p>\n<\/td>\n \n11.2<\/p>\n<\/td>\n \n29%<\/p>\n<\/td>\n \n10%<\/p>\n<\/td>\n<\/tr>\n Xiaomi<\/b><\/p>\n<\/td>\n \n5.5<\/p>\n<\/td>\n \n14%<\/p>\n<\/td>\n \n5.9<\/p>\n<\/td>\n \n15%<\/p>\n<\/td>\n \n-7%<\/p>\n<\/td>\n<\/tr>\n Motorola<\/b><\/p>\n<\/td>\n \n2.5<\/p>\n<\/td>\n \n6%<\/p>\n<\/td>\n \n2.2<\/p>\n<\/td>\n \n6%<\/p>\n<\/td>\n \n13%<\/p>\n<\/td>\n<\/tr>\n HONOR<\/b><\/p>\n<\/td>\n \n1.3<\/p>\n<\/td>\n \n3%<\/p>\n<\/td>\n \n1.0<\/p>\n<\/td>\n \n3%<\/p>\n<\/td>\n \n24%<\/p>\n<\/td>\n<\/tr>\n Others<\/b><\/p>\n<\/td>\n \n4.7<\/p>\n<\/td>\n \n12%<\/p>\n<\/td>\n \n5.8<\/p>\n<\/td>\n \n14%<\/p>\n<\/td>\n \n-17%<\/p>\n<\/td>\n<\/tr>\n Total<\/b><\/p>\n<\/td>\n 39.8<\/b><\/p>\n<\/td>\n 100%<\/b><\/p>\n<\/td>\n 38.8<\/b><\/p>\n<\/td>\n 100%<\/b><\/p>\n<\/td>\n 3%<\/b><\/p>\n<\/td>\n<\/tr>\n \n\u00a0<\/p>\n<\/td>\n \n\u00a0<\/p>\n<\/td>\n \n\u00a0<\/p>\n<\/td>\n \n\u00a0<\/p>\n<\/td>\n \n\u00a0<\/p>\n<\/td>\n \n\u00a0<\/p>\n<\/td>\n<\/tr>\n \nNote: Xiaomi includes Redmi and POCO. \n\u00a0<\/p>\n<\/td>\n<\/tr>\n<\/table>\n![\"Europe](\"https:\/\/mms.businesswire.com\/media\/20260223432918\/en\/2727610\/4\/1._Europe_%28excluding_Russia%29_smartphone_market_shipment%2C_2014_to_2025.jpg\")
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Percentages may not add up to 100% due to rounding.
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Source: Omdia Smartphone Horizon Service (sell-in shipments), February 2026<\/p>\n<\/td>\n\n
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