Europe’s smartphone market declines 2% in Q1 2025, premium segment hits record share

According to Canalys (now part of Omdia), smartphone shipments in Europe (excluding Russia) fell 2% in Q1 2025, totaling 32.4 million units, driven by weak demand for entry-level devices.

Samsung led the market with 12.2 million units shipped, a slight increase from the previous year, supported by high Galaxy S-series volumes and achieving its highest quarterly average sales price (ASP) in Europe. Apple ranked second with 8.0 million iPhone shipments, up 10% year-on-year, fueled by strong consumer demand and initial sales of the iPhone 16e. Xiaomi maintained third place with 5.3 million units shipped, down 2%, marking its twentieth consecutive quarter in the top three. Motorola and Google completed the top five, shipping 1.7 million and 0.9 million units, respectively, with Google entering the top five for the first time.

Entry-level device shipments dropped significantly in Q1 2025, with sub-€200 priced devices recording the lowest volume in over a decade. Excess channel inventory from Q4 2024, overestimated demand, and aggressive promotions by competitors contributed to the decline. Xiaomi and Motorola were notably affected, with smaller vendors facing even greater challenges.The ...