The European smartphone market fell 1% in 2025, with shipments below pre-crisis levels. Samsung leads with 35% share, followed by Apple and Xiaomi. Learn about market trends and forecasts.
© A. Krivonosov
The European smartphone market declined by 1% in 2025 compared to the previous year, despite a fourth-quarter uptick in demand. According to data from Omdia, total shipments in the region—excluding Russia—remained below pre-crisis levels, with the recovery proving fragile. Even the usual end-of-year seasonal boost couldn't offset the weak performance seen in earlier quarters.
Looking at the long-term trend since 2014, the market peaked in the mid-2010s, when annual shipments topped 170 million units. A gradual decline followed, accelerating after 2020. Volumes dropped to around 130 million smartphones in 2023, before a partial recovery emerged in 2024. However, 2025 saw negative growth again, highlighting persistent consumer caution and market saturation.
The market share breakdown among manufacturers tells an interesting story. Samsung remains the leader with a 35% share, followed by Apple at 27%. Xiaomi controls 16% of shipments, Motorola holds 6%, and HONOR accounts for 3%. Other brands collectively make up the remaining 13%. Notably, both Apple and HONOR achieved record European results in 2025, signaling a shift in demand toward specific brands amid the overall market contraction.
Analysts warn that 2026 could be challenging for the industry. On one hand, manufacturers continue to introduce new technologies and intensify competition in the premium segment. On the other, macroeconomic uncertainty and lengthening device replacement cycles are holding back growth. As a result, the European smartphone market is entering a new phase where brand profitability and user loyalty will matter more than sheer volume.