According to the latest data from research firm Omdia, Apple reached its highest-ever market share in Europe during 2025. Even though fewer people are buying new phones across the continent, the iPhone is more popular than it has ever been.
The overall market for smartphones in Europe saw a small dip last year. Total shipments fell by 1%, settling at 134.2 million units. This decline happened because many people are holding onto their older devices for longer before upgrading.
New rules in the European Union also changed the landscape, as companies had to switch to USB-C ports and meet stricter eco-design standards. For Apple, this shift actually helped drive sales. The company grew its shipments by 6%, reaching 36.9 million units. This gave Apple a record 27% of the European market.
A big part of this success came from the iPhone 16 series. The iPhone 16 Pro Max was a top seller, but a surprise hit was the iPhone 16e. This model became very popular because it replaced older phones like the iPhone 14, which Apple had to stop selling in late 2024 because they did not have USB-C ports. European buyers who wanted a newer phone but did not want to pay for the most expensive Pro models jumped on the 16e instead.
Samsung is still the number one phone maker in Europe, but its lead is not as big as it used to be. The company shipped 46.6 million units in 2025, which gave it a 35% market share. Samsung struggled in the first half of the year but recovered later on. Its most popular phone was the Galaxy A56, which was the best-selling individual phone model in all of Europe for the year.
Other brands are also making big moves. Honor entered the top five for the first time ever. The company grew by 4% and now holds 3.8 million units in shipments. Honor is finding success by offering affordable phones that still feel like premium devices. Motorola also had a strong second half of the year, especially in countries like the UK, Italy, and Spain.
Looking ahead to 2026, the outlook is a bit more cautious. Experts are worried about the price of memory chips going up. If parts get more expensive, phone prices might go up too.
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