Apple shipped 36.9 million iPhones in Europe in 2025, marking 6% year over year growth and securing a record 27% share of the regional smartphone market, according to new data from Omdia.
Growth despite a shrinking market
The broader European smartphone market declined 1% to 134.2 million units in 2025. Omdia attributes the slowdown to softer consumer demand and new regulatory pressures, including eco design requirements and mandatory USB C charging ports.
Despite those headwinds, Apple expanded its footprint.
iPhone 16 lineup drove momentum
Apple’s performance was led by the iPhone 16, the Pro Max versions of both the iPhone 17 Pro Max and iPhone 16 Pro Max, and the more affordable iPhone 16e.
The iPhone 16e appears to have played a key role in capturing demand that shifted away from older Lightning based models, which were phased out under the European Union’s USB C mandate.
Competitive landscape
Samsung maintained its leading position in Europe with 46.6 million units shipped. Xiaomi ranked third with 21.8 million shipments and a 16% market share.
HONOR also broke into Europe’s top five smartphone vendors for the first time.
Global implications
Apple’s record European performance contributed to its broader global success in 2025, when it became the world’s largest smartphone vendor by annual shipments.
