Smartphone market in Europe grew in 2025 – decline threatens in 2026

One third of all smartphones sold in the fourth quarter of 2025 were iPhones. However, South Korean competitor Samsung was also able to gain further ground in Europe. Honor achieved the greatest growth.

iPhones dominated

According to figures from Counterpoint Research, the European smartphone year 2025 ended on a high: In the fourth quarter of 2025, smartphone shipments increased by 2 percent compared to the previous year.

Apple, in particular, benefited from the robust demand for the iPhone 17 series, which was introduced at the end of the third quarter, as well as strong growth in Eastern Europe. Apple was thus able to increase by seven percent in the fourth quarter compared to the same quarter of the previous year and achieved a market share of 33 percent (31 percent in Q4 2024). According to Counterpoint, Samsung grew by four percent in the fourth quarter of 2025 and achieved a share of 29 percent (28 percent in Q4 2024).

In addition, the Chinese manufacturer Honor was able to continue "its momentum of the last 18 to 24 months" and grew by 18 percent. However, with a market share of four percent, the manufacturer is still a long way from the third-placed manufacturer Xiaomi, which recorded a market share of 16 percent in the fourth quarter. Compared to the same quarter of the previous year, Xiaomi has to accept a loss of six percent. Counterpoint speculates that one reason for this could be the 15T series, "which could not quite match the performance of the popular 14T series". The Oppo family, which consists of OnePlus and Realme in addition to Oppo, is also struggling in Europe. Moreover, Oppo officially brought its own smartphone models back to Germany in January 2026 after a break of about 3.5 years after a break of about 3.5 years. The fifth strongest manufacturer in Europe, Realme, lost 21 percent in the fourth quarter compared to the same quarter of the previous year.

Counterpoint names Google and Motorola as further growth candidates in the European market. However, these are not among the top 5. The mentioned companies, as well as Sony, OnePlus and Oppo, share 15 percent of the market.

2026 will likely be tough

According to the analysis company, the smartphone year 2026 does not bode well: "Problems are looming, as the expected price increases for memory chips in 2026 are likely to lead to a significant decline." Devices in the lower price segments would face the greatest challenges. Counterpoint predicts that smartphone shipments will decline significantly year-on-year in the coming quarters. Devices in the lower price segments would face the greatest challenges. Counterpoint predicts that smartphone shipments will decline significantly year-on-year in the coming quarters. Analysts expect RAM prices to rise by another 40 percent by the second quarter of 2026.

(afl)