Apple and Samsung Command 62% of Europe’s Smartphone Market

According to recent research from Omdia, Apple and Samsung together hold a remarkable 62% of the smartphone market share in Europe. Specifically, Apple commands 35% of the market, while Samsung follows closely with 27%. This dominance highlights the competitive landscape of the smartphone industry within the European Union.

In terms of unit shipments, Samsung led the way in 2025 with 46.6 million smartphones shipped, while Apple shipped 36.9 million. The data reveals notable differences in product popularity between the two companies. For Samsung, the most successful model was the mid-range Galaxy A56 5G, which topped the sales charts. Surprisingly, Samsung’s flagship device, the Galaxy S25 Ultra, ranked only tenth.

Apple’s offerings fared better in the premium segment, with the iPhone 16 securing second place in sales. The iPhone 17 Pro Max followed in fourth, and the iPhone 16 Pro Max took fifth place. This performance underscores Apple’s strong brand loyalty and market positioning, particularly in the high-end smartphone market.

Market Dynamics and Competition

Interestingly, the top ten smartphones sold in Europe did not feature any devices from Chinese manufacturers, a shift from 2024 when the Redmi Note 13 4G was listed in ninth place. In terms of other original equipment manufacturers (OEMs), Xiaomi captured third place with a 16% market share. Motorola and HONOR followed, with 6% and 3% respectively. Notably, this marks the first time HONOR has entered the top five, achieving a 4% increase in shipments to 3.8 million units.

While HONOR’s growth has been promising, it faces a challenging path to surpass Motorola. Xiaomi, being a formidable competitor, may prove even harder to unseat. Nevertheless, achieving a position in the top five indicates significant progress for these brands in a competitive market.

Future Challenges

Looking ahead, the smartphone landscape is poised for change in 2025 and beyond. Industry experts predict that component shortages will pose challenges for manufacturers this year, particularly due to rising memory prices driven by demand from AI data centers. Major players like Apple and Samsung may find themselves impacted by these supply chain issues, potentially leading to increased smartphone prices.

As the market evolves, insights into the future will become clearer by 2027. For now, the dominance of Apple and Samsung continues to shape the European smartphone market, reflecting broader trends in consumer preferences and technological advancements.