Samsung led European smartphone market in 2025, Apple and Honor grew the most in the Top 5

Samsung shipped 46.6 million smartphones in Europe (excluding Russia) in 2025, taking a 35% share and the top spot in the market, according to research firm Omdia. Apple followed with 36.9 million units and 27% market share, while Xiaomi ranked third with 21.8 million shipments and 16%. Motorola came fourth with 7.7 million units and 6% share.

Honor entered the European Top 5 for the first time, shipping 3.8 million devices for a 3% share. Among the leading brands, only Apple and Honor grew their European shipments compared to 2024, rising 6% and 4% respectively, while the rest declined.