According to a new release by Omdia, Samsung led the European smartphone market (excluding Russia) in 2025, with 46.6 million units shipped and a 35% market share. Apple was in second with 36.9 million units and 27% market share, followed by Xiaomi with 21.8 million shipments and a 16% slice of the pie, Motorola with 7.7 million units shipped and 6% market share, and Honor reaching the Top 5 for the first time with 3.8 million devices shipped for a 3% market share.
Interestingly, Apple and Honor were the only Top 5 brands actually growing in Europe compared to 2024, by 6% and 4%, respectively. The two also sold the most devices ever on the continent last year. Xiaomi’s shipments dropped 1% vs. 2024, and Motorola was down by 5%. Outside of the Top 5, both Nothing and Fairphone saw double-digit growth. The market overall was down 1%, to 134.2 million units shipped, making up around 10.8% of all smartphones shipped worldwide.
The fourth quarter of 2025 (October to December) was dominated by Apple with 13.4 million shipments and a 34% market share, followed by Samsung’s 12.4 million units shipped and 31% of the pie. Xiaomi, Motorola, and Honor are next in that order, with Honor growing the most compared to Q4 of 2024 (24%), followed by Motorola (13%), and Samsung (10%).
The best selling device in Europe in 2025 was Samsung’s Galaxy A56, followed by the iPhone 16 and Galaxy A16. In the top 10 there are six Apple devices and four Samsungs – no other brand managed to move this much inventory. Interestingly, in 2024 Xiaomi had an entry in the Top 10 with the Redmi Note 13 4G, but that didn’t happen again last year.