European Smartphone Shipments Fell 4 Percent in 1Q25

Europe’s smartphone shipments declined for the first time in four quarters in 1Q25, according to Counterpoint Research. The total shipments registered a 4% YoY decrease in the period.

A challenging economic environment and uncertainty around the new US administration’s tariff policies resulted in a disappointing quarter for most OEMs. Despite the turmoil, HONOR emerged as the key winner thanks to its continued aggressive strategy in Europe and a wide portfolio of impressive devices covering all price points.

Samsung remained the leader with a 33% market share and a 2% drop in shipments YoY. Apple delivered 2% growth, capturing 26% share, ahead of Xiaomi, which saw 8% shipments decline and grabbed 18% of market share. Honor grew 20% YoY and split the fourth and fifth place with realme, both holding a 4% share.

“1Q25 was a difficult time for many OEMs in Europe. Samsung didn’t bring much new to the table in its new flagship devices, and the Galaxy S25 underperformed as a result. Meanwhile, the high price of Apple’s new mid-tier offering, the iPhone 16e, resulted in relatively poor sales in Europe compared to some other regions. HONOR was the only real bright spot in Q1. The brand’s 20% YoY growth during the quarter is a testament to its ongoing strategy to bring strong devices to all segments,” said Jan Stryjak, Associate Director at Counterpoint Research.

“We expect the challenges of Q1 to continue in the short term, in part due to the ongoing uncertainty around the US tariff policy. However, trade agreements across key markets could see a stabilizing economic environment and a return to growth towards the end of the year,” concluded Stryjak.