Apple and Samsung are two of the biggest smartphone makers in the world. So, when Omdia revealed its latest research, it did not come as a surprise to see both Apple and Samsung dominating the smartphone market share in Europe.
Apple, Samsung dominate market share in Europe
According to their research, Apple and Samsung command 35% and 27% of the market share in Europe respectively. This means combined, both companies control more than half the smartphone market in the EU. Diving deeper into the figures, Samsung managed to ship 46.6 million units in 2025. Apple on the other hand managed 36.9 million.Â
However, what’s interesting is how different the market looks for both companies. Yes, both Apple and Samsung are fighting in the same space, but yet their phones couldn’t be more different.
For Samsung, the most popular phone for 2025 in Europe was the Galaxy A56 5G. This is a mid-range phone. Samsung’s flagship for 2025, the Galaxy S25 Ultra, barely made the cut, coming in tenth place. As for Apple, the iPhone 16 came in second place. It was followed by the iPhone 17 Pro Max in fourth, and iPhone 16 Pro Max in fifth.
Interestingly enough, the top ten list did not contain any phones from Chinese OEMs. This is a slight departure from 2024, where the Redmi Note 13 4G actually came in ninth position.
What about the rest?
As for other OEMs, Xiaomi came in third place with a 16% market share. Motorola came in fourth at 6%, and HONOR came in fifth at 3%. Now, one thing to note is that this is actually the first time HONOR placed in the top five. The company’s shipments grew 4% to 3.8 million units. At this rate, we wouldn’t be surprised if HONOR managed to catch up to Motorola.
Xiaomi could be a more difficult target to dethrone, but either way, top five in the EU is still a significant accomplishment.
That being said, the landscape in 2025 and 2026 is very different. Smartphones are expected to face some component shortages this year. Memory prices are skyrocketing, no thanks to AI data centers, which are gobbling up the production lines from memory makers like Micron and SK Hynix.
These shortages are also expected to translate into more expensive smartphones. If anything, this could have an impact on bigger players like Apple and Samsung. Either way, we’ll have to wait until 2027 to get a more complete picture.
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