The European smartphone market has faced a tough second quarter in 2025, recording a steep decline in overall shipments. Despite being one of the most critical markets globally, Europe has emerged as the worst-performing region for smartphones during this period. Canalys, a leading global market research firm, has reported that the European smartphone market contracted by 9%, with total shipments falling to 28.7 million units. This marks a challenging phase for manufacturers who continue to struggle with weakening consumer demand and an uncertain economic climate.
Interestingly, in this difficult market landscape, one brand has managed to stand out. Honor, the Chinese smartphone manufacturer, recorded positive growth, bucking the declining trend. While other major brands such as Samsung, Apple, Xiaomi, and Motorola saw sales fall, Honor achieved an 11% year-on-year growth in shipments in Europe.
The State of Europe’s Smartphone Market in Q2 2025
According to Canalys, Europe has become the weakest-performing region in the global smartphone industry in the second quarter of 2025. The 9% market decline highlights not only the region’s saturated nature but also the broader economic concerns that are preventing consumers from upgrading their devices. Consumer spending in the electronics sector has been tightening, and replacement cycles for smartphones are lengthening as customers opt to hold on to their devices for longer.
This trend has impacted nearly all leading brands. Both premium and mid-range devices have seen weaker demand, with affordability and innovation being the deciding factors for customers. However, while the overall market dipped, Honor emerged as the only brand to post growth in Europe.
Summary Table
Brand |
Shipments (Q2 2025) |
Market Share |
Year-on-Year Change |
|---|---|---|---|
Samsung |
10.3 million |
36% |
-10% |
Apple |
6.9 million |
24% |
-4% |
Xiaomi |
5.4 million |
19% |
Decline |
Motorola |
1.5 million |
5% |
Decline |
Honor |
0.9 million |
3% |
+11% |
Source: Canalys Official Website
Honor: The Only Gainer in Q2 2025
Honor shipped approximately 0.9 million smartphone units in Europe during Q2 2025, securing a modest 3% share of the total market. Despite its relatively small share compared to market leaders, Honor’s achievement is significant because it recorded an 11% year-on-year increase in shipments. In a declining market, this positive growth highlights Honor’s strong strategy and rising popularity in the region.
Honor’s growth may be attributed to its focus on providing value-for-money smartphones with innovative features, appealing to budget-conscious consumers. The company has also been pushing competitive devices in the mid-range category while gradually building its premium segment portfolio.
Samsung Remains the Leader but Suffers a Decline
Samsung maintained its position as the top smartphone brand in Europe in Q2 2025. The South Korean giant shipped 10.3 million units, capturing 36% of the market. Despite this commanding share, Samsung reported a 10% year-on-year decline in shipments. This shows that even the strongest player in the region was not immune to the harsh market conditions.
The decline in Samsung’s performance could be tied to competitive pressures from Chinese manufacturers, weaker demand for premium flagships, and consumer hesitation in upgrading devices. Although its foldable devices and mid-range Galaxy A-series remain popular, they were not enough to offset the overall downturn.
Apple Retains Second Place but Faces Decline
Apple secured the second spot in Europe with 6.9 million iPhone shipments, accounting for 24% of the market share. Despite its strong presence and brand loyalty, Apple witnessed a 4% decline in year-on-year growth. This dip suggests that even the premium smartphone segment is under stress due to economic conditions in Europe.
Apple’s strategy of pushing premium models continues to face challenges in regions where disposable income is shrinking. However, its upcoming AI-focused features and product innovations could help it recover in future quarters.
Xiaomi and Motorola Struggle to Maintain Momentum
Xiaomi ranked third with 5.4 million smartphone shipments in Q2 2025. While it still holds a solid position in the European market, it too faced challenges amid shrinking demand. Motorola followed with 1.5 million units shipped, ranking fourth. Both brands have been working to expand their presence in Europe, but the overall market slump has reduced their growth potential.
Market Outlook: Growth Expected to Return by 2026
Runar Bjørhovde, Senior Analyst at Canalys, commented on the European market outlook, noting that the region is currently facing tough challenges but is expected to recover in the coming years. He emphasized that by 2026, growth will likely return due to two major factors: replacement demand for low-end devices and the increasing consumer interest in artificial intelligence-driven smartphone features.
This prediction suggests that while the current downturn is significant, manufacturers that continue to innovate and meet consumer needs may see improved performance in the near future.
FAQs
1. How did the European smartphone market perform in Q2 2025?
A. The European smartphone market declined by 9%, with total shipments falling to 28.7 million units, making it the weakest-performing region globally.
2. Which smartphone brand performed best in Europe in Q2 2025?
A. Honor was the only brand to record positive growth, achieving an 11% increase in shipments compared to last year.
3. Who is the market leader in Europe’s smartphone industry?
A. Samsung remains the leader with 10.3 million shipments and 36% market share, despite a 10% year-on-year decline.
4. What is the outlook for Europe’s smartphone market?
A. Analysts expect the market to return to growth by 2026, driven by replacement cycles for low-end devices and new AI-focused innovations.
5. Where can I find more detailed reports on the smartphone market?
A. You can access in-depth reports and insights on the Canalys Official Website.
Conclusion
Q2 2025 has proven to be a difficult period for the European smartphone industry, with most leading brands experiencing shipment declines. Samsung and Apple, despite their market dominance, reported negative growth, while Xiaomi and Motorola also struggled. Honor, however, managed to defy the odds by recording an 11% sales hike in the region. Looking ahead, the market is expected to stabilize and return to growth by 2026, as economic conditions improve and consumer interest in AI-powered devices increases.
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