While 2025 was a year of resilience for the European smartphone market led by Apple, Samsung, HONOR and Google, rising memory costs threaten sharp declines in 2026.
Europe’s smartphone market closed 2025 on a positive note, with shipments rising 2% year-on-year (YoY) in the fourth quarter, according to Counterpoint Research. The growth was driven by strong performances from Apple, Samsung and HONOR.
Among the vendors, Apple secured the top position, recording a 7% YoY increase in shipments, supported by robust demand for the iPhone 17 series and notable growth in Eastern Europe. Samsung followed in second place, achieving a 4% YoY rise and expanding its market share to 29%. HONOR continued its momentum in the region, posting an 18% YoY increase in shipments.
In contrast, Xiaomi saw a 6% decline as its 15T series failed to match the success of the 14T. The OPPO family, including realme and OnePlus, also struggled to gain traction in the European market.
“Despite the ongoing macro headwinds across Europe, 2025 was a reasonable year for smartphone shipments, and the year ended relatively strongly,” noted Associate Director Jan Stryjak. He especially mentioned that Google, among other brands, continued their expansion across the region.
However, he also cautioned that the positive news ends there. There is trouble on the horizon, with memory price rises expected to cause a significant downturn in 2026.
“Lower price tiers will face the biggest challenges, but overall shipments will nevertheless suffer significant YoY declines over the next few quarters,” said Stryjak.
With the rising costs expected to weigh heavily on shipments in 2026, analysts warn that budget segments will be most affected, though the broader market is likely to experience notable declines.
