Counterpoint: Smartphone shipments in Europe saw modest growth in Q4 2025 but tough times lie ahead
The final three months of 2025 proved great for smartphone shipments in Europe as the market was up 2% compared to Q4 2024. According to Counterpoint Research’s Q4 2025 Smartphone Market Monitor, Apple was the leading brand in Europe with an estimated 33% share of all shipments.
Cupertino saw strong demand for the iPhone 17 series, resulting in a 7% rise in shipments compared to the prior year. The report outlined strong demand for the 17 series in Eastern Europe.
Apple iPhone 17
Samsung came in second with a 29% market share and a 4% rise in shipments, while Xiaomi came in third place with an estimated 16% market share. Xiaomi did see a 6% decline in shipments for the period following subpar demand for the Xiaomi 15T series.
Counterpoint Research Market Monitor Service, Q4 2025
Honor accounted for an estimated 4% of all shipments in the European market and saw an impressive 18% growth fueled by strong momentum across Western Europe. Realme came in fifth place with 3% of all shipments for the period, but the brand saw a 21% decline in shipments compared to Q4,2024.
Looking ahead, the ongoing memory chip crisis will lead to a turbulent market in 2026 with projections of significant demand contraction. Brands with a high dependency on the entry-level market will face the biggest challenges.
