Apple #1 phone vendor in Europe

Up 7 percent y/y in Q4

As expected, Apple took the top spot in Q4 2025 and increased its share compared to Q4 2024, with shipments growing 7% YoY thanks to a strong performance by the iPhone 17 series.

Samsung took second place, with its shipments growing 4% YoY and share also increasing YoY to 29%.

Apple’s strong growth in Eastern Europe and increased competition in Western Europe ate into Xiaomi’s market share, causing a 6% YoY decline.

Source: Counterpoint

NB: Original article suggests bad news on the way ...

NB: ... as memory price increases could cause downturn in 2026. However the low end will face bigger challenges and therefore Apple and Samsung will probably see increased share. The "Others" are now about 20% share and lack of supply might cause a shift to premium or at least a stronger secondary (i.e. used) market will pull demand from below. As usual, the secondary market is not watched closely enough. Stay tuned for more details on the 1.5 billion used iPhone base.