• The latest flagship Galaxy S25 series is propping up Samsung’s overall performance in Western Europe.
• Initial sales of the Samsung Galaxy S25 series in Western Europe were 9% below that of the S24 series a year ago.
• Although this was in line with the overall Western European market, it was well ahead of Samsung’s total sales, which were down 17% in the same period.
• This means Samsung’s product mix is steadily improving. The S25 series accounted for nearly a quarter of Samsung’s sales in the first few weeks of availability, an improvement over previous generations.
• The newly released Samsung Galaxy A36 and A56 will be the first A-series to feature Galaxy AI, expanding GenAI features into lower price bands.

London, Beijing, Buenos Aires, Hong Kong, New Delhi, San Diego, Seoul, Taipei, Tokyo – April 9, 2025

The Samsung Galaxy S25 series, available in Western Europe from February 9^th, is off to a promising start and is shoring up Samsung’s overall performance in the region, according to the latest Counterpoint Research Weekly Sales Tracker. Initial four-week sales of the Samsung Galaxy S25 series in Western Europe were 9% below that of the S24 series during the year-ago period. Nevertheless, the S25 series’ sales were stronger than Samsung’s total sales, which declined 17% compared to the same period last year. Furthermore, sales of the new series were in line with the overall Western European market, which also declined 9% during the period.

Source: Counterpoint Research Weekly Sales Tracker
Note 1: Period analyzed covers first four weeks post Galaxy S series launch (Weeks 6-10 2025, Weeks 5-9 2024 and Weeks 7-11 2023).
Note 2: The Galaxy S23 and S25 were released at the end of Weeks 7 and 6 (Friday) in 2023 and 2025, respectively, while the S24 was released in the middle of Week 5 (Wednesday) in 2024.

Counterpoint Research Associate Director Jan Stryjak said, “Currently, Samsung is struggling in Western Europe due to macroeconomic conditions, some internal difficulties and increased competition from other vendors. However, the Galaxy S25, which heavily capitalizes on Galaxy AI features, is doing relatively well. The device’s initial sales are well ahead of the S23 two years ago, and down versus the S24 by less than Samsung’s overall decline.

Stryjak added, “The S25’s relatively strong performance means Samsung’s portfolio mix has also shifted towards the higher end. During the initial four-week sale period, the Galaxy S23 and S24 accounted for 16% and 21%, respectively, of Samsung’s total sales. In comparison, the Galaxy S25 accounted for 23% over the same period. This follows the general premiumization trend that is ongoing across Western Europe and is also a boon for the struggling Samsung.”

Samsung’s AI features do not stop with the S25 though. Samsung has expanded its GenAI features into the lower price bands with the newly launched Galaxy A36 and A56 – the first A-series to feature Galaxy AI. Samsung has already showcased its AI capabilities in its flagship devices, and it is time to democratize these features in mass-market devices. This could potentially reverse Samsung’s fortunes in Western Europe.

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