Apple and Samsung Lead Europe’s Smartphone Market in Q1 2025

In the first quarter of 2025, Apple and Samsung continued to dominate the European smartphone market, securing all top ten spots in sales rankings.

According to Counterpoint Research, Apple’s iPhone 16 Pro emerged as the best-selling device, followed closely by the iPhone 16 Pro Max and the standard iPhone 16. Samsung’s Galaxy S25 Ultra and Galaxy S25 took the fourth and fifth positions, respectively.

Apple’s strong performance is attributed to the popularity of its iPhone 16 series, which accounted for a significant portion of the company’s sales. The iPhone 16e, Apple’s latest mid-tier offering, debuted at ninth place in Europe, accounting for 8% of Apple’s regional sales and 2% of total smartphone sales in March 2025. Despite its higher price point compared to previous SE models, the 16e’s advanced features and design have resonated with consumers seeking a more affordable iPhone option.

Samsung’s Galaxy A16 5G also performed well, securing the fifth spot in Europe’s top ten list. The company’s diverse product lineup, including the Galaxy A55 and A06, contributed to its strong presence in the market. However, Samsung’s flagship Galaxy S25 Ultra ranked seventh globally, indicating a slight decline compared to its predecessor, the S24 Ultra, which held the fifth position in Q1 2024.

Chinese manufacturers, such as Xiaomi, faced challenges in the European market due to limited availability and distribution networks. Xiaomi’s Redmi 14C 4G was the only non-Apple or Samsung device to make it into the global top ten, primarily driven by sales in emerging markets like the Middle East and Latin America.

Overall, the European smartphone market experienced a 4% year-over-year decline in shipments during Q1 2025, influenced by economic uncertainties and shifting consumer preferences. Despite these challenges, Apple and Samsung maintained their stronghold, with Apple’s market share increasing by 2% compared to the previous year.