Burak Mete ErdoğanAccording to the latest CounterPoint Research report released on May 26, smartphone shipments in Europe during Q1 2025 have seen a 4% year-over-year decline, marking the first drop in recent years. This downturn is attributed to ongoing economic uncertainty, tariff changes, and weaker consumer demand. Amid this slump, Honor emerged as a standout performer, climbing 20% YoY in shipments thanks to its diverse product lineup and aggressive market strategy. As a result, it has become the fourth-largest OEM in Europe this quarter. Explore more brand stats in our market insights section or read about Xiaomi’s latest models.
On the other hand, Xiaomi recorded an 8% YoY decrease in European shipments, while Samsung’s shipments declined by 2%. Samsung’s Galaxy S25 series underwhelmed in innovation, impacting its market momentum. Apple, despite facing pricing challenges in Europe, saw a 2% increase in shipments thanks to the launch of the iPhone 16e.
Q1 2025 Europe Smartphone Shipment Highlights
Here’s a breakdown of brand performance in Europe for Q1 2025:
- Honor: +20% YoY — Now 4th largest OEM in Europe
- Apple: +2% YoY — Driven by iPhone 16e, but high pricing affected demand
- Samsung: -2% YoY — Galaxy S25 series struggled to impress
- Xiaomi: -8% YoY — Market pressure due to increasing competition
- realme: +3% YoY — Modest yet steady growth
U.S. Market Paints a Different Picture
While Europe declined, the U.S. smartphone market grew 9% YoY in Q1 2025. Apple led the charge with a record-breaking 57% market share, thanks again to the iPhone 16e. Motorola also gained traction, hitting 11% share with strong G-series sales and prepaid market focus.
Source: CounterPoint Research
I mean it’s a good thing that Xiaomi lose some share because I hope they can realize how everyone express their opinion about HOS, it’s a good OS but poor integration: slow update cycle, really bad optimisation for every phone in particular the low to mid one, still the presence of bugs even though in the last update some was fixed a good amount need to be done to have a proper stable OS