The last three months of 2025 proved to be excellent for smartphone shipments in Europe as the market increased by 2% compared to the fourth quarter of 2024. According to Research on counterpointAccording to the Q4 2025 smartphone market tracker, Apple was the leading brand in Europe with an estimated 33% share of all shipments.
Cupertino has seen strong demand for the iPhone 17 series, resulting in a 7% increase in shipments compared to the previous year. The report outlines strong demand for the 17 Series in Eastern Europe.
Apple iPhone 17
Samsung came in second with a 29% market share and a 4% increase in shipments, while Xiaomi came in third place with an estimated 16% market share. Xiaomi reported a 6% decline in shipments for the period following lower demand for the Xiaomi 15T series.
Counterpoint Search Market Tracker, Q4 2025
Honor accounted for approximately 4% of all shipments in the European market and recorded an impressive 18% growth fueled by strong momentum across Western Europe. Realme came in fifth place with 3% of all shipments for the period, but the brand saw a 21% drop in shipments compared to the fourth quarter of 2024.
Looking ahead, the current memory chip crisis will lead to a turbulent market in 2026 with projections of a significant contraction in demand. Brands with a high dependence on the entry-level market will face the biggest challenges.
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