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In the fourth quarter of 2025, despite macroeconomic challenges, the European smartphone market saw a 2% year-on-year increase in shipments, indicating sustained market recovery. Specifically, Apple capitalized on the popularity of the iPhone 17 series, achieving a 7% year-on-year increase in shipments and expanding its market share to 33%, securing the top position. Samsung's shipments grew by 4% year-on-year, with its market share rising to 29%. Xiaomi's shipments declined by 6% year-on-year due to multiple factors, with its market share dropping to 16%. Honor experienced a significant 18% year-on-year increase in shipments. realme's shipments declined by 21% year-on-year, with its market share at 3%. Additionally, warnings have been issued that rising memory chip prices could pose the biggest risk to the market in 2026, potentially triggering a downturn.
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