Apple shipped 36.9 million iPhones in Europe in 2025 , up 6% year-over-year. These numbers allowed the company to claim a record 27 % share of smartphone market the region's , according to new research from analytics firm Omdia .
These increases came despite the broader smartphone market in Europe falling 1% to 134.2 million units. According to Omdia, the decline was due to lower demand and new regulations regarding eco-design requirements and mandatory USB-C ports.
See also: Apple releases new 'Sales Coach' app
Apple: Which iPhones helped boost sales in Europe?
Apple's performance was largely driven by the iPhone 16, the Pro Max versions of both the iPhone 16 and iPhone 17, and the more affordable iPhone 16e. The latter model in particular appears to have helped Apple fill demand that shifted away from older non-USB-C models, which were being phased out due to new regulations.
See also: What to expect from the iPhone 17e?
However, Samsung maintained the top spot in Europe with 46.6 million units, while Xiaomi took third place with 21.8 million units and a 16% share. HONOR managed to enter the top five in Europe for the first time.
See also: EverPass: Apple TV sports content comes to bars and restaurants
Apple's record performance in Europe was clearly a factor in its strong global presence in 2025, when the company became the largest smartphone vendor (based on annual shipments).
