Samsung shocks Apple in smartphone war

Europe’s smartphone market did not grow in 2025. 

But market power did. And it reshaped the shares enjoyed by the different market players.

That implies big headline numbers for the largest players, Samsung (SSNLF) and Apple (AAPL), and speaks volumes regarding their rivalry.

Shipments across Europe (excluding Russia) slipped 1% to 134.2 million units, the newest data from Omdia reveals. The peak for the region came way back in 2021, with more than 150 million units picked up from shelves. The latest figures underscore the market is stable, but it’s not yet fully recovered. 

It’s not my first rodeo, particularly when it comes to Europe. I’ve covered Europe’s handset cycles for years, and what stands out is the sharp decline recently. However, another pattern emerging is one of further entrenchment. 

When growth stalls, leaders typically hold on and widen the market share. That’s exactly what happened here: Europe’s five largest smartphone vendors continued to gain combined share, reflecting the importance of scale for long-term success in the region.

In practical terms:

• Larger vendors increased their aggregate market share
• Smaller vendors struggled for visibility
• Channel leverage consolidated further

That dynamic almost never reverses. 

That is exactly why we need to break down the latest report on one of the most prosperous regions in the world.

Samsung defends its Europe crown as rivals struggle to close the gap

Samsung, in total, shipped 46.6 million smartphones in Europe in 2025.

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It represents roughly 35% of total regional volume.

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Now you might be thinking all of this translates into a very solid year for Samsung. Well, not quite. The absence of the Galaxy A0x lineup weighed on early shipments and this is an area where Samsung will look to improve this year. However, in the second half of the year things got much better.

Recovery drivers included:

• Discounted Galaxy A16
• Robust Galaxy A56 demand
• Better carrier channel execution

The Galaxy A56 ultimately finished the year as Europe’s top-shipping model.

However, the way I see it, the real advantage isn’t just volume; it’s flexibility. The company spans:

• Entry-tier price points
• Mass mid-range
• Premium flagships
• Foldables

Having a large portfolio is a huge advantage in a fragmented market such as Europe. That’s because consumer incomes vary. You’ve got high-income nations, including Switzerland, Norway, Ireland, and Denmark. For them, features matter more than the price point. On the other end of the spectrum are regions such as Southern Europe and Ukraine.

When component costs rise, and if the last year is any indication, that flexibility becomes defensive armor.

Apple turns a shrinking market into record share gains

Another round of applause is for Apple. While the industry balked, the tech giant strode confidently into the future.

The iPhone maker shipped 36.9 million units, up 6% year over year, capturing a record 27% market share in Europe.

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Growth centered on:

• The iPhone 16 refresh cycle
• Strong Pro Max demand
• The iPhone 16e replacing discontinued Lightning models

Europe is always one of Apple’s more premium-skewed regions. Higher average selling prices will often lead to stronger margin leverage compared with many Android competitors.

But here’s what matters most: Apple’s Europe growth isn’t just about units. It’s about ecosystem density.

Every incremental iPhone sold strengthens:

• App Store monetization
• Apple Music subscriptions
• iCloud storage revenue
• Services attachment rates

When the hardware market is flat, the growth engine becomes recurring revenue.

That’s why a 6% shipment gain is big news in a saturated market like Europe.

Europe’s mid-tier battle gets tougher as HONOR breaks through

Consolidation did not eliminate the competition. On the contrary, things are getting even more heated.

HONOR entered Europe’s top five for the first time, expanding shipments 4% to 3.8 million units.

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Meanwhile:

• Xiaomi shipped 21.8 million units (-1%)
• Motorola shipped 7.7 million units (-5%)

From what I've seen, Europe is one of the hardest places to scale. It takes years to build up connections with retailers, get carrier subsidies, and change how people think about your brand.

That makes HONOR's arrival into the top five remarkable, but it also shows how challenging it is to get into the premium tier without long-term financing and channel support.

2026 could test Europe’s smartphone pecking order

In my view, 2025 showed stability, but 2026 may introduce new volatility; in 2026, concerns around memory pricing have created a challenging outlook.

One has to remember that Europe accounts for just 10.8% of global smartphone shipments. If the supply chain tightens or component costs rise, vendors will give preference to higher-growth regions first.

The biggest question is which vendors are most likely to prioritize the region if hit by price increases or supply shortages.

If history is anything to go by, scale wins again.

Larger vendors with:

• Stronger supplier relationships
• Deeper capital reserves
• Broader SKU coverage

… will absorb cost shocks more effectively. That situation favors Samsung and Apple once again.

Related: Apple just fired warning shot that could reshape 2026 iPhone cycle