In fact, analysts estimate that – for all use – sales of smartphones in Europe will move down 3% down
The course of sales in the European market smartphones (excluding Russia), which – in the first quarter of 2025 – fell 2% compared to last year. The total shipments amounted to 32.4 million devices, according to the latest analysis of Canalys (now a member of Omdia).
Indeed, analysts estimate that – for all use – smartphones sales in Europe will move down to 3%, while a possible recovery and even marginal only 1%is foreseen in the European market by 2026.
The European market smartphones fell by 2% in the 1st quarter of 2025-outflow for a 3% reduction with a potential recovery of 1% in 2026
Market leaders, according to the same figures, emerged as Samsung and Apple, who, in fact, managed to boost their position during the quarter. Samsung remained the leading manufacturer in Europe, with 12.2 million shipments and a steady 38%market share, mainly thanks to the success of the Galaxy S25 series.
Apple followed with 8 million shipments, with a dramatic 10% increase compared to the 1st quarter of 2024. Demand for the iPhone 16E and the continuation of iPhone 13 and 14 sales (before they were withdrawing due to the USB-C directive) supported the results.
Market players
Xiaomi remained in third place with 5.3 million shipments (-2%), continuing for the 20th consecutive quarter in the top three of the European market. In contrast, Motorola fell 19% to 1.7 million devices, while Google recorded a 43% increase, reaching 0.9 million devices and entering the list of top five suppliers for the first time.
Along with the increase in premium demand and the gathering of shares in Samsung and Apple, there is a new reflection on future market competitiveness. “Channel partners are increasingly concerned about the long -term situation as the weight shifts to the two big players”highlights Canalys analysts.
Regulatory pressures
Regulations (such as the batteries and ecological design directive) threaten to further reduce the dynamics of smaller manufacturers, according to Canalys.
In conclusion, the company points out that the 1st quarter of 2025 was a quarter of contrasts: the total market was shrinking, but the premium category was the winner. The dynamics of Samsung and Apple proves that consumers in Europe show confidence in strong brand and invest in quality products.
The challenge for all players is now double: on the one hand, adjusting to regulatory developments and on the other hand maintaining profitability in an increasingly polarized and demanding market.
Source: Skai
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