Overview
- European smartphone shipments slipped 1% to 134.2 million in 2025 as consumers kept devices longer, Omdia reports.
- Samsung shipped 46.6 million units for 35% share, Apple 36.9 million for 27% after 6% growth, with Xiaomi at 21.8 million (16%), Motorola at 7.7 million (6%), and HONOR at 3.8 million (3%) entering the top five.
- Apple led the fourth quarter with 13.4 million units and a 34% share, outpacing Samsung’s 12.4 million and 31% share.
- Samsung’s Galaxy A56 was the year’s best‑selling phone in Europe, and the annual top‑10 list was dominated by Apple and Samsung models.
- Coverage highlights EU eco‑design and USB‑C mandates displacing older iPhones and points to rising memory costs that could push 2026 prices higher.