According to the latest research from Omdia, smartphone shipments in Europe declined by 1% in 2025, reaching 134.2 million units. This marks the end of a turbulent year for the market, which was impacted by weak demand, new environmental design requirements, and USB-C regulations. Samsung remained the largest smartphone vendor in Europe, with shipments edging up to 46.6 million units. The company experienced a weak first half of 2025, partly due to the absence of its Galaxy A0x series, but staged a strong recovery in the second half. This rebound was primarily driven by the discounted Galaxy A16 and strong sales of the Galaxy A56, which became the best-selling smartphone model in Europe for the year.

Apple (AAPL) saw its shipments grow by 6% to 36.9 million units, capturing a record 27% market share in Europe. This performance was fueled by strong consumer and enterprise reception of new models and a surge in iPhone replacement demand. Key drivers included the Pro Max versions of the iPhone 16 and iPhone 17, as well as the iPhone 16e. Notably, the iPhone 16e was one of Apple's highest-volume models in Europe, largely because it replaced the iPhone 14 and earlier models, which were discontinued in late 2024 due to USB-C compliance regulations.

Xiaomi (01810) maintained its third-place position with a 16% market share, shipping 21.8 million units, largely supported by its value-oriented Redmi series. Towards the end of 2025, Xiaomi expanded its "New Retail Strategy" into Europe, highlighted by the opening of several retail stores and a broader rollout of its ecosystem products.

Motorola shipments fell by 5% to 7.7 million units, yet the brand held onto fourth place. It faced continued soft demand in the first half of the year but recovered strongly in the second half, achieving double-digit growth in the fourth quarter. This resilience was supported by successful expansion in key markets such as Poland, Italy, Spain, and the UK.

Honor broke into the top five in Europe for the first time, with shipments rising 4% to 3.8 million units. This growth was largely attributable to its affordable X-series models. The focus on this series reflects the brand's strategy to increase its share, influence, and relevance among key channel partners, laying a foundation for its eventual push into the premium segment.

Runar Bjorhovde, Senior Analyst at Omdia, commented, "The combined share of the top five smartphone vendors in Europe continues to grow, underscoring that scale is critical for long-term success in the region. Despite this consolidation, intense competition persists across all channels, requiring vendors to develop differentiated products and understand how to engage customers most effectively. Strong channel competition also makes partners more willing to introduce new brands with attractive products and distinct identities. Although many vendors outside the top five faced significant challenges last year, companies like vivo, London-based Nothing, and Amsterdam-based Fairphone all achieved high double-digit growth. These examples demonstrate that even in an established, mature, and highly competitive market like Europe, clear differentiation can create opportunities."

Bjorhovde added, "Looking ahead to 2026, concerns around memory pricing present a headwind. Europe accounted for 10.8% of global smartphone shipments in 2025. A key question is which vendors will prioritize the region if faced with price increases or supply shortages. We expect leading vendors, with their scale and broad price coverage, to show greater resilience. However, for most players, striking the right balance across different regions and markets is essential. Expanding smartphone operations in Europe is often a gradual and challenging process that requires sustained investment, making it costly to scale back. The region's large premium segment and a mass market that is somewhat less price-sensitive make it an attractive long-term prospect for many vendors."

"Even amid short-term difficulties, capturing consumer interest and demand remains a top priority for all industry players. Both vendors and channel partners must identify core differentiators, target key influence points in the purchase journey, and work more efficiently than ever to retain customers," Bjorhovde concluded.