Apple shipped 36.9 million iPhones in Europe in 2025, a 6% year-over-year growth which allowed the company to claim a record 27% share of the region's smartphone market, according to new research from analytics firm Omdia.
The gains came even as the broader European smartphone market declined by 1% to 134.2 million units, which Omdia says was weighed down by softer demand and new regulations around eco-design requirements and mandatory USB-C ports.
Apple's performance was 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 device in particular apparently helped Apple capture demand that shifted away from older non-USB-C models, which were being phased out under the new rules.
Samsung held onto the top spot in Europe with 46.6 million units shipped, while Xiaomi came third with 21.8 million units at 16% share. Elsewhere, HONOR broke into Europe's top five for the first time.
Apple's record European performance was clearly a factor in its strong global showing in 2025, when the company became the world's largest smartphone vendor by annual shipments.
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In his Power On newsletter today, he said the foldable iPhone will be "the most significant overhaul in the iPhone's history."
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Bloomberg's Mark Gurman has high expectations for Apple's first foldable iPhone.
In his Power On newsletter today, he said the foldable iPhone will be "the most significant overhaul in the iPhone's history."
"iPhone 4, iPhone 6 and iPhone X were clearly a big deal, but this is a whole new design," he said.
Like Samsung's Galaxy Z Fold 7, the foldable iPhone will reportedly open up like ...
iOS 26.5 is now available for developers, and while it doesn't include any new Siri capabilities, there are some major changes for the European Union, and smaller tweaks for features available worldwide.
Suggested Places
In the Maps app, there's a new "Suggested Places" feature that recommends locations to visit based on trending places nearby and recent searches. When Apple launches ads in ...
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In a social media post, Gurman said Apple's celebrations will conclude this week with a finale at its Apple Park headquarters for employees.
A special...
Perversely, the EU's meddling could have increased Apple's sales. Forcing them on to USB-C removed a deal-breaker that was the lightning port improving the device in the process. Lightning was a deal-breaker for me, at least.
The interoperability that the EU is encouraging also helps Apple as it removes more barriers to purchase and ownership.
Apple with their anti-competitive mindset could not see this at first but maybe they are coming round. Seeing AirDrop open up to other platforms and RCS interoperability being good examples of this.
Rather than walling people in, the opening up is actually allowing others to come in and join the party.
