According to the latest data from Canalys released on August 29， 2025， smartphone shipments in Europe (excluding Russia) saw a 9% decline in the second quarter of 2025， reaching 28.7 million units.
Cautious consumer spending and limited economic prospects continue to suppress demand， making Europe the weakest performing regional smartphone market globally this quarter. This overall downturn suggests a broader economic sentiment impacting discretionary purchases across the continent.
In terms of individual manufacturers， Samsung maintained its top position， but its shipments decreased by 10% year-on-year to 10.3 million units. The non-availability of the Galaxy A06 in regulated markets due to EU ecodesign regulations impacted its overall performance. This regulatory burden highlights the challenges foreign brands face in aligning with European Union standards.
Apple secured the second spot with 6.9 million units， a 4% decline year-on-year. The stable performance of the iPhone 16 series partially offset the pressure from a reduced product portfolio. Apple’s resilience， even with a slight dip， underscores its strong brand loyalty in the premium segment.
Xiaomi ranked third with 5.4 million units， experiencing a 4% year-on-year decrease. However， a strong rebound in the Italian market， with a year-on-year growth exceeding 50%， helped to alleviate the pressure from overall weak demand. This localized success demonstrates Xiaomi’s strategy of focusing on specific markets for growth.
Motorola shipped 1.5 million units， ranking fourth， with an 18% year-on-year decline. The decline suggests that Motorola may be struggling to compete effectively in the current market landscape.
Notably， Honor secured the fifth position with 900，000 units shipped， marking an 11% year-on-year increase. This makes Honor the only vendor among the top five to achieve year-on-year growth. Honor’s performance is a positive indicator of its expanding market presence and effective product strategy in a challenging environment.
However， overall， both Motorola and Honor are still a considerable distance from the top three players， indicating that while Honor shows promise， consolidating their market position against established giants like Samsung， Apple， and Xiaomi remains a significant challenge.
