Europe Smartphone Shipments Return to Growth in Q2 2025
- After a poor Q1, Europe’s smartphone market returned to growth in Q2 2025, with shipments up 4% YoY.
- Samsung maintained its market leadership, though with a share drop as Apple and Xiaomi saw good gains over the year, helped along by the iPhone 16e and Redmi Note 14 series, respectively.
- HONOR’s strong momentum in the region continued into Q2, with the 400 and Magic 7 series contributing to its 42% YoY growth.
- Despite the upturn, Europe’s smartphone shipments remained slightly down YoY in H1 2025 due to sluggish consumer demand, ongoing geopolitical uncertainty and new eco regulations coming into effect across the EU.
London, Berlin, Beijing, Buenos Aires, Fort Collins, Hong Kong, New Delhi, Seoul, Taipei, Tokyo – September 15, 2025
Europe’s smartphone market returned to growth in Q2 2025 following a poor start to the year, registering a 4% YoY shipment increase, according to Counterpoint Research’s Q2 2025 Smartphone Market Monitor. Although the economic and geopolitical landscape remained challenging, exacerbated by the introduction of new eco regulations across EU markets, the launch of new devices not seen before and some aggressive promotional campaigns helped offset the decline and return the region to growth.
Europe Smartphone Shipments by OEM Share, Q2 2025 vs Q2 2024
Samsung maintained its leadership in the region in Q2 2025, though with a slight share drop as Apple and Xiaomi saw good growth over the year, helped along by the iPhone 16e and Redmi Note 14 series, respectively. The biggest winner, though, was again HONOR, whose strong momentum continued into Q2, and whose fourth spot was solidified by a disappointing quarter for realme.
Associate Director Jan Stryjak said, “Consumer demand continued to be muted in Q2 thanks to ongoing economic challenges, and some entry-tier devices, such as the Samsung Galaxy A06, not making it to EU markets due to new eco-design regulations, resulting in no refresh of last year’s popular Galaxy A05. Nevertheless, shipments were up YoY as new device categories hit the market (the Apple iPhone 16e and Samsung Galaxy S25 Edge, for example), promotional campaigns ramped up, and Xiaomi continued to meet mid-tier demand with the popular Redmi Note 14 series. HONOR was once again the standout vendor, though. Its impressive devices and strong portfolio mix, exemplified by the well-received 400 and Magic 7 series, resulted in 42% YoY growth for the vendor.”
About Counterpoint Research
Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.
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Author
Jan Stryjak
Jan is an Associate Director with Counterpoint Research, based in London, and leads the company’s European and Sustainability research. He is a seasoned analyst with over 17 years’ experience in the TMT sector, previously with GSMA Intelligence where he led a team of analysts producing highly impactful regional insights. Before that, Jan held strategy and analyst positions at Vodafone UK and Qualcomm respectively, and started his career with research firm TNS (now Kantar).