The final quarter of 2025 marked a positive period for smartphone shipments in Europe, with a growth of 2% compared to Q4 2024. According to Counterpoint Research’s Q4 2025 Smartphone Market Monitor, Apple led the European market, securing approximately 33% of total shipments.
Apple experienced strong demand for the iPhone 17 series, which resulted in a shipment increase of 7% compared to the previous year. The report highlighted particularly robust demand in Eastern Europe for the iPhone 17 series.
Apple iPhone 17
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Samsung followed in second place with a 29% market share, experiencing a 4% rise in shipments. Xiaomi ranked third with an estimated 16% market share, although it faced a 6% decline in shipments attributed to weaker demand for the Xiaomi 15T series.
Counterpoint Research Market Monitor Service, Q4 2025Honor accounted for roughly 4% of all shipments in the European market, witnessing remarkable growth of 18%, largely driven by strong performance in Western Europe. Realme secured fifth place with 3% of total shipments, but it experienced a 21% decline compared to Q4 2024.
Looking towards the future, the ongoing memory chip crisis is expected to create turbulence in the market throughout 2026, with forecasts suggesting a substantial contraction in demand. Brands heavily reliant on the entry-level market are predicted to face the most significant challenges.
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