Europe Smartphone Market Dips 1% to 134.2M Units in 2025

Europe's smartphone market contracted slightly in 2025, with shipments falling 1 percent to 134.2 million units, according to research from analytics firm Omdia. Despite the overall decline, Apple achieved a record-high market share of 27 percent, shipping 36.9 million iPhones, a 6 percent increase from the previous year.

The downturn stemmed from subdued consumer demand, as many users delayed upgrades to their existing devices. New European Union regulations mandating USB-C ports and stricter eco-design standards further disrupted the market, forcing manufacturers to phase out noncompliant models. Samsung retained its position as the region's leading vendor, shipping 46.6 million units for a 35 percent share, a marginal improvement over 2024. The company faced challenges in the first half of the year due to the delayed launch of its Galaxy A0x series but rebounded in the second half, driven by strong sales of the Galaxy A56, which became Europe's best-selling smartphone model for the year.

Apple's gains were propelled by robust demand for its iPhone 16 lineup, including the Pro Max variants of the iPhone 16 and iPhone 17, as well as the more affordable iPhone 16e. The 16e model...