The final quarter of 2025 was notably positive for smartphone shipments in Europe, as the market experienced a 2% increase compared to Q4 2024. According to Counterpoint Research's Q4 2025 Smartphone Market Monitor, Apple led the market with an estimated 33% share of total shipments.
Apple saw strong demand for the iPhone 17 series, resulting in a 7% rise in shipments year-over-year. The report highlighted particularly robust demand for this series in Eastern Europe.
Apple iPhone 17
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Samsung followed in second place, holding a 29% market share with a 4% increase in shipments. Xiaomi secured third place with an estimated 16% market share, although it experienced a 6% decline in shipments due to weaker demand for the Xiaomi 15T series.
Counterpoint Research Market Monitor Service, Q4 2025Honor captured roughly 4% of all shipments in Europe, showcasing exceptional growth of 18% driven by robust demand in Western Europe. Realme rounded out the top five with 3% of total shipments, but saw a significant 21% decline compared to Q4 2024.
Looking ahead, the ongoing memory chip crisis is expected to create challenges for the market in 2026, particularly for brands heavily reliant on entry-level products, with predictions indicating a notable contraction in demand.
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