Europe’s Smartphone Market in 2025: Apple Breaks Records, Samsung Holds the Crown

It may seem like the global smartphone race revolves around just a few familiar names, but the competition remains intense. A new 2025 report on the European market reveals shifting momentum, record performances, and a clear leader that refuses to give up its position.

Here’s how the numbers played out.

Apple Hits a Record High in Europe

According to data from Omdia, Apple secured a record 27% share of the European smartphone market in 2025. The company shipped 36.9 million iPhones across the region, marking a 6% year-over-year increase.

Strong sales of the iPhone 16 lineup, along with momentum from the iPhone 17 Pro series, helped drive this growth. The iPhone 16e also played an important role, stepping in to replace older Lightning-based models that were discontinued due to USB-C regulations.

Apple’s strategy clearly resonated, even as the broader European market declined slightly by 1%, totaling 134.2 million shipments.

Samsung Remains Europe’s Dominant Player

Despite Apple’s record share, Samsung continues to lead the region. The company shipped 46.6 million devices in 2025, securing a commanding 35% market share.

Much of Samsung’s success came from its mid-range lineup. Devices like the Galaxy A56 became top sellers, while the Galaxy A16 and Galaxy A36 5G also performed strongly. The flagship Galaxy S25 Ultra landed in the top ten but did not drive the bulk of volume.

Samsung’s dominance reflects the importance of affordable, high-volume models in Europe’s market structure.

Honor and Xiaomi Strengthen Their Positions

Honor achieved one of the year’s biggest milestones by breaking into Europe’s top five smartphone vendors for the first time. The company shipped 3.8 million units, reaching a 3% market share with 4% growth.

Meanwhile, Xiaomi maintained its third-place standing with a 16% share, despite a slight 1% drop in shipments. Budget-friendly Redmi models remained central to its performance.

Motorola held steady in market share but saw a 5% decline in shipments, largely due to weaker first-half sales.

Why Apple Still Faces an Uphill Battle

Even with record-breaking results, Apple faces a structural challenge in Europe. The region’s smartphone volume is heavily driven by affordable and mid-range devices.

While Apple’s iPhone 16e provided a boost, the company does not compete aggressively in the low-cost segment. Meanwhile, Samsung’s A-series and other Android manufacturers dominate that volume-driven category.

Looking ahead to 2026, Apple is rumored to stagger its iPhone 18 lineup launches, starting with premium models before introducing base variants later. That approach may limit its ability to challenge Samsung’s overall shipment leadership.

That said, Apple’s business model focuses more on profitability than shipment dominance. As long as margins remain strong, market share may not be the primary concern.

Switching Phones? Make the Transition Easy

With competition heating up, many users across Europe are upgrading or switching brands. Whether moving from Samsung to Apple or between Android devices, data migration plays a key role in the experience.

Smart Transfer, a third-party mobile solution, helps simplify the process. If you need to clone phone android content when upgrading within the Android ecosystem, Smart Transfer offers a reliable way to phone replicate essential files such as photos, videos, and contacts. The app ensures secure and efficient transfers, reducing setup time and minimizing stress during device changes.

In a market where brand switching is common, having dependable migration tools makes transitions smoother.

The Bigger Picture

Europe’s smartphone market in 2025 shows clear trends. Samsung leads through volume and mid-range strength. Apple grows through premium positioning and ecosystem appeal. Honor and Xiaomi continue expanding their influence in the affordable segment.

While Apple’s growth is impressive, Samsung’s lead remains substantial. The battle for Europe is far from over, but for now, Samsung continues to hold the crown.