▶️ According to a new report from Omdia, in 2025 Samsung led the European smartphone market (excluding Russia) with 46.6 million devices sold and a market share of 35%. In second place was Apple with 36.9 million devices and a market share of 27%, followed by Xiaomi with 21.8 million shipments and a market share of 16%, Motorola with 7.7 million shipments and a market share of 6%, and Honor, which entered the top five for the first time with 3.8 million shipments and a market share of 3%.

▶️ Interestingly, Apple and Honor were the only brands in the top 5 that showed sales growth in Europe compared to 2024 — by 6% and 4%, respectively. Additionally, these two companies sold the most devices on the continent last year. Xiaomi's sales fell by 1% compared to 2024, and Motorola's sales fell by 5%. Outside the top 5, Nothing and Fairphone showed sales growth. The overall market contracted by 1% to 134.2 million devices sold, which is about 10.8% of global smartphone sales.

▶️ In the fourth quarter of 2025 (October to December), Apple led with 13.4 million shipped devices and a market share of 34%, followed by Samsung with 12.4 million shipped devices and a market share of 31%. Next are Xiaomi, Motorola, and Honor, with Honor showing the highest growth compared to the fourth quarter of 2024 (24%), followed by Motorola (13%) and Samsung (10%).

▶️ The best-selling device in Europe in 2025 was the Samsung Galaxy A56, followed by the iPhone 16 and Galaxy A16. The top 10 included six Apple devices and four Samsung devices — no other brand managed to sell as many units. Interestingly, in 2024, the top 10 included the Redmi Note 13 4G from Xiaomi, but that did not happen last year.

#Samsung

MAX