According to a recent report from Omdia, Samsung dominated the European smartphone market (excluding Russia) in 2025, shipping 46.6 million units and capturing a 35% market share. Apple followed in second place with 36.9 million units shipped and a 27% market share. Xiaomi secured third place with 21.8 million shipments, representing a 16% share of the market. Motorola came in fourth with 7.7 million units shipped and a 6% market share. Notably, Honor entered the Top 5 for the first time, achieving 3.8 million shipments and a 3% market share.
Interestingly, both Apple and Honor were the only brands in the Top 5 to experience growth in Europe compared to 2024, increasing their shipments by 6% and 4%, respectively. These two brands also recorded their highest sales figures to date on the continent last year. In contrast, Xiaomi saw a 1% decrease in shipments compared to 2024, while Motorola experienced a 5% decline. Meanwhile, outside the Top 5, both Nothing and Fairphone reported double-digit growth. Overall, the smartphone market in Europe decreased by 1%, totaling 134.2 million units shipped, accounting for approximately 10.8% of global smartphone shipments.
In the fourth quarter of 2025 (October to December), Apple led shipments with 13.4 million units and a 34% market share, followed closely by Samsung with 12.4 million units and 31% of the market. Xiaomi, Motorola, and Honor followed in that order, with Honor demonstrating the most growth compared to Q4 2024 at 24%, followed by Motorola at 13%, and Samsung at 10%.
The best-selling device in Europe for 2025 was the Samsung Galaxy A56, followed by the iPhone 16 and Galaxy A16. The top 10 list featured six Apple devices and four Samsung models, with no other brand managing to reach such sales volumes. Notably, Xiaomi had an entry in the Top 10 in 2024 with the Redmi Note 13 4G, but did not achieve this again in 2025.
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