Samsung led the European smartphone market in 2025, excluding Russia, according to new data released by Omdia. The company shipped 46.6 million units during the year, securing a 35% market share.
Apple ranked second with 36.9 million units shipped and a 27% market share. Xiaomi followed with 21.8 million shipments and 16% market share. Motorola shipped 7.7 million units, accounting for 6% of the market. Honor entered the Top 5 for the first time, shipping 3.8 million devices and capturing a 3% share.
Apple and Honor were the highest-growing brands in the top 5 list.
Among the top five brands, only Apple and Honor recorded growth compared to 2024. Apple’s shipments increased by 6%, while Honor grew by 4%. Both companies achieved their highest annual sales in Europe last year.
Xiaomi’s shipments declined by 1% year over year, and Motorola’s volumes fell by 5%. Outside the Top 5, Nothing and Fairphone posted double-digit growth.
Overall, the European smartphone market declined by 1% in 2025, with total shipments reaching 134.2 million units. Europe accounted for approximately 10.8% of global smartphone shipments.
In the fourth quarter of 2025, spanning October to December, Apple led the market with 13.4 million shipments and a 34% share. Samsung followed with 12.4 million units shipped, representing 31% of the market.
Xiaomi, Motorola, and Honor ranked next in that order. Honor recorded the highest year over year growth in the quarter at 24%, followed by Motorola at 13% and Samsung at 10%.
The best-selling smartphone in Europe in 2025 was the Samsung Galaxy A56. It was followed by the iPhone 16 and the Samsung Galaxy A16.
The Top 10 list included six Apple devices and four Samsung models. No other brand placed a device in the ranking. In 2024, Xiaomi had entered the Top 10 with the Redmi Note 13 4G, but it did not repeat that performance in 2025.
