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The iPhone achieved a new sales record in Europe in 2025. While the overall smartphone market declined slightly year-on-year, Apple was able to increase its shipments and expand its market share. The latest figures from the analysis firm Omdia paint a clear picture: the iPhone bucked the trend and continued to gain in importance.
The European smartphone market shrank by 1 percent overall in 2025. Consumers are holding onto their devices longer, economic uncertainties are slowing new purchases, and competition remains intense. In this environment, stable or even increasing sales figures are not a given.
The performance of the iPhone is all the more remarkable. According to Omdia, Apple recorded a 6 percent increase compared to the previous year. The company shipped 36.9 million iPhones in Europe, achieving a market share of 27 percent – a new record high in the region.
36.9 million iPhones and a 27 percent market share
The 6 percent growth translates to 36.9 million iPhones shipped in 2025. This gave Apple its highest European market share ever. According to the company, 27 percent of all smartphones sold in Europe were iPhones.
This growth is particularly noteworthy because the overall market simultaneously declined by 1 percent. Apple was therefore able to gain market share from competitors, rather than simply benefiting from general market growth.
High demand for replacement devices
According to Omdia, demand for replacement iPhones has risen sharply. A key reason for this is the discontinuation of older models without a USB-C port. Since these devices are no longer in production, many users have opted to upgrade to current models with USB-C. Demand was particularly concentrated on the following devices:
- iPhone 16
- iPhone 16e
- iPhone 16 Pro Max
- iPhone 17 Pro Max
These models contributed significantly to the record result.
The role of the iPhone 16e throughout the year
In June 2025, the more affordable iPhone 16e sold solidly in Europe. However, it fell short of the success of the even cheaper iPhone SE, which had previously been part of the product line.
Nevertheless, the overall figures for 2025 show that the entire iPhone lineup delivered a record year for Apple in Europe. Even though the 16e didn't reach the sales figures of the SE, it made a significant contribution to this growth.
Competition: Samsung remains market leader, Xiaomi in third place
Samsung remained in the lead in a European comparison. The company shipped 46.6 million smartphones, recording a slight increase compared to the previous year.
Xiaomi came in third place with 21.8 million devices. However, Xiaomi experienced a decline of 1 percent compared to the previous year.
Although Apple was unable to take over the top position, it significantly increased its market share and reached a new record high in Europe.
Worldwide figures: One in four smartphones is an iPhone
In addition to the European figures, Counterpoint Research also published global data for 2025. According to this data, one in four smartphones sold worldwide was an iPhone.
A key factor was the strong market launch of the iPhone 17 in China and the USA. There, the model achieved its best sales launch in years.
iPhone Air delayed in China
Not all developments went smoothly. The iPhone Air was launched late in China. The reason: The model relies exclusively on eSIM and does without physical SIM cards, which remain widespread and popular in China.
Reports regarding demand for the iPhone Air are contradictory. Initially, it was stated that pre-orders sold out within minutes. Later reports indicated that overall demand was rather weak. A definitive assessment is therefore difficult.
Uncertain forecast for 2026
Omdia anticipates a potential decline in sales figures for 2026. Specific numbers were not provided. Reasons cited include problems with RAM supply and processor shortages.
Should these supply problems worsen, it could have repercussions for the entire smartphone industry – including the iPhone.
iPhone growth bucks market trend
The iPhone had a record year in Europe in 2025. With 36.9 million devices shipped, 6 percent growth, and a market share of 27 percent, Apple performed significantly better than the overall market, which shrank by 1 percent.
Strong demand for current models such as the iPhone 16, iPhone 16 Pro Max, and iPhone 17 Pro Max, as well as the increase in replacement purchases, were key factors. Globally, one in four smartphones sold in 2025 was an iPhone.
Despite uncertain forecasts for 2026, the year 2025 clearly shows that the iPhone maintains its position in the European and global smartphone market – even under challenging conditions. (Image: Shutterstock / Wongsakorn 2468)
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