Samsung led European smartphone market in 2025, Apple and Honor grew the most in the Top 5 | Infinium-tech

According to a new release from Omdia, Samsung leads the European smartphone market (except Russia) with 46.6 million unit shipments and 35% market share in 2025. Apple was in second place with 36.9 million units and 27% market share, followed by Xiaomi with 21.8 million shipments and 16% slice of the pie, Motorola with 7.7 million unit shipments and 6% market share, and Honor breaking into the top 5 for the first time with 3.8 million devices shipped for 3% market share.

Interestingly, Apple and Honor were the only top 5 brands that were actually growing in Europe over 2024, with growth of 6% and 4% respectively. Both sold the most devices ever on the continent last year. Xiaomi’s shipments declined by 1% compared to 2024 and Motorola’s shipments declined by 5%. Outside the top 5, Nothing and Fairphone both saw double-digit growth. The overall market fell 1% to 134.2 million units shipped, about 10.8% of all smartphones shipped worldwide.

The fourth quarter of 2025 (October to December) was dominated by Apple with 13.4 million shipments and 34% market share, followed by Samsung with 12.4 million units shipped and 31% pie. Xiaomi, Motorola, and Honor are next in that order, with Honor growing the most over Q4 of 2024 (24%), followed by Motorola (13%), and Samsung (10%).

The best-selling device in Europe in 2025 was Samsung’s Galaxy A56, followed by the iPhone 16 and Galaxy A16. There are six Apple devices and four Samsung devices in the top 10 – no other brand managed to move so much inventory. Interestingly, in 2024, Xiaomi had entered the top 10 with Redmi Note 13 4G, but this did not happen again last year.

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