Apple shipped 36.9 million iPhones in Europe in 2025, a 6% year-over-year growth which allowed the company to claim a record 27% share of the region's smartphone market, according to new research from analytics firm Omdia.
The gains came even as the broader European smartphone market declined by 1% to 134.2 million units, which Omdia says was weighed down by softer demand and new regulations around eco-design requirements and mandatory USB-C ports.
Apple's performance was driven by the iPhone 16, the Pro Max versions of both the iPhone 16 and iPhone 17, and the more affordable iPhone 16e. The latter device in particular apparently helped Apple capture demand that shifted away from older non-USB-C models, which were being phased out under the new rules.
Samsung held onto the top spot in Europe with 46.6 million units shipped, while Xiaomi came third with 21.8 million units at 16% share. Elsewhere, HONOR broke into Europe's top five for the first time.
Apple's record European performance was clearly a factor in its strong global showing in 2025, when the company became the world's largest smartphone vendor by annual shipments.
Monday October 19, 2026 9:37 am PDT by Joe Rossignol
Apple today sent out invites for an experience in Los Angeles on Wednesday, October 28, and the "Pro and tell" tagline on the invitation likely means that the rumored MacBook models with touch-enabled OLED displays will stick with MacBook Pro branding instead of the once-rumored "MacBook Ultra" name.
The long-rumored "iPhone Ultra" ended up being named iPhone Duo, so speculation that Apple...
Tuesday October 20, 2026 11:12 am PDT by Juli Clover
With just three days to go until the iPhone Duo is released, Apple is getting ready for the launch. Behind the scenes, the App Store now has screenshots of Apple's built-in apps running on the Duo. We've seen some apps in marketing materials, but images of the ones we haven't seen give us an idea of what it will be like using the iPhone Duo day to day.
Many apps are shown in landscape...
Monday October 19, 2026 9:05 am PDT by Juli Clover
Apple's Greg Joswiak today hinted at new product announcements coming next week, sharing a social media post that says "Can't wait to pro and tell next week."
Rumors suggest Apple is planning to debut the new MacBook Pro with an OLED touchscreen display, an M6 entry-level MacBook Pro, an M6 iMac, an iPad mini with an OLED display.
Can't wait to pro and tell next week....
Perversely, the EU's meddling could have increased Apple's sales. Forcing them on to USB-C removed a deal-breaker that was the lightning port improving the device in the process. Lightning was a deal-breaker for me, at least.
The interoperability that the EU is encouraging also helps Apple as it removes more barriers to purchase and ownership.
Apple with their anti-competitive mindset could not see this at first but maybe they are coming round. Seeing AirDrop open up to other platforms and RCS interoperability being good examples of this.
Rather than walling people in, the opening up is actually allowing others to come in and join the party.
Apple's first foldable iPhone, with a book-style design featuring a 5.4-inch outer display and a 7.6-inch inner display with a minimal crease down the middle.
