Omdia Report: By 2025, Apple will reach a historic high market share of 27% in Europe, with the iPhone 16e being popular.

On March 5, IT Home reported that Omdia released a new research report yesterday, indicating that the smartphone market in Europe will see a 1% decline in shipments by 2025, totaling 134.2 million units, marking the end of a turbulent year influenced by weak demand, eco-design, and the new USB-C regulations.

IT Home learned from the report that Samsung remains the largest smartphone manufacturer in Europe, with a slight increase in shipments to 46.6 million units. Due to the absence of the Galaxy A0x series, Samsung’s performance was weak in the first half of 2025, but it rebounded strongly in the second half of 2025, mainly thanks to the discounted Galaxy A16 and the sales boost from the popular Galaxy A56, which became the best-selling model in Europe in 2025.

Apple’s new products were met with strong enthusiasm from consumers and businesses, leading to a surge in demand for iPhone upgrades. Apple’s shipments are expected to grow by 6% in 2025 to 36.9 million units, achieving a historic market share of 27% in Europe. This performance was particularly driven by the Pro Max versions of the iPhone 16, iPhone 16, and iPhone 17, as well as the iPhone 16e. Compared to other global markets, the iPhone 16e is one of Apple’s highest-shipped models, mainly because it replaced the iPhone 14 and earlier models that were discontinued at the end of 2024 due to USB-C regulations.

Xiaomi continues to hold the third position with a 16% market share, with shipments declining by 1% to 21.8 million units, mainly relying on the cost-effective Redmi series. At the end of 2025, Xiaomi’s “new retail strategy” expanded overseas to Europe, with the opening of several Xiaomi stores and the broader expansion of the company’s ecosystem product lineup becoming highlights.

Motorola’s shipments declined by 5% to 7.7 million units but still ranked fourth. Continued weak demand led to a decrease in shipments in the first half of 2025, but a strong recovery occurred in the second half, achieving double-digit growth in the fourth quarter. Its robust performance can be attributed to its ongoing successful expansion in key markets such as Poland, Italy, Spain, and the UK.

Honor entered the top five in Europe for the first time, with shipments increasing by 4% to 3.8 million units, mainly due to its affordable X series. The focus on the X series reflects the brand’s increased emphasis on enhancing its share, influence, and relevance among key channel partners, thereby laying the groundwork for its entry into the high-end market.