The European smartphone market experienced its lowest volume of shipments for Q2 (April – June) since 2023. A new report from Counterpoint Research estimates 35 million smartphone shipments for the period, which is a 10% drop from the values seen last year. Factors like spiraling inflation, the Iran conflict and component price hikes all contributed to the three-year low.
Europe Smartphone Shipments Share by OEM, Q2 2025 vs Q2 2026 (Counterpoint Research)
According to Counterpoint’s estimates, Apple and Samsung each contributed 34% of total smartphone shipments in the region. Xiaomi was third with a 15% share, followed by Oppo (including OnePlus and Realme) with 4%, and Honor with a 3% slice.
Shipments in Western Europe were “relatively better” thanks to impressive growth by Apple and marginal gains from Samsung. Eastern Europe fared worse as the budget segment took a downturn. Looking ahead, Counterpoint analysts predict further declines in shipments as inventory levels are running low and the budget segment is expected to take the biggest hit.
