Market Dynamics in Europe’s Smartphone Landscape for Q2 2025
According to a graphic reportedly sourced from Canalys and circulating on the Poco Phones subreddit, Samsung has retained its dominant position in the European smartphone market for the second quarter of 2025, boasting a 31% unit market share. However, the company has encountered a considerable 10% decline in annual growth.
In a surprising turn of events, Xiaomi has surged to second place, capturing 23% of the unit market share and experiencing an 11% increase in annual growth. This rise effectively relegated Apple to third place with a 21% market share, alongside a marginal 4% decrease in annual growth. Notably, Apple’s position is significant given that it is the sole vendor providing devices powered by iOS, often touted for its immersive “Apple ecosystem.” Yet, the data indicates that this traditional grip on the market might be loosening within Europe.
The shift in rankings between Xiaomi and Apple points towards a transformation in consumer preferences. Xiaomi is recognized for its competitively priced, high-performance smartphones, while Apple devices remain comparatively premium priced. As pricing pressures have escalated across consumer goods in Europe in recent years, consumers may be opting to limit their expenses related to smartphones.
This data reveals a quiet downturn for both Apple and Samsung, as both companies reported negative annual growth figures during Q2 2025. Samsung’s decline is particularly striking, considering its leadership position; however, Apple’s 4% dip is noteworthy as it signifies the loss of its previous second place due to Xiaomi’s impressive growth.
While the precise reasons behind these declines remain unclear—Canalys has yet to release a detailed report—it invites speculation. The strong lineup of Xiaomi devices combined with an increasing consumer inclination towards budget-friendly options appear to be plausible explanations for this shift.
Xiaomi’s substantial 11% annual growth stands out as a significant bright spot among the top five vendors. Additionally, Realme achieved a modest 5% growth, maintaining its fifth position with a 4% unit share unchanged from the previous quarter. In contrast, the worst performance was noted by Lenovo, posting an alarming 18% decline in annual growth. For those unfamiliar, Lenovo’s smartphone division includes the Motorola brand, which likely means that Xiaomi’s growth may have come at Motorola’s expense, as both brands target similar market segments.
Source: u/crashcarson on Reddit
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