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2025: Apple and Samsung Thrive Amid Smartphone Decline

2/24/2026

36 3 Full Breakdown

Summary

Story summary

In 2025, the European smartphone market declined by 1% to 134.2 million units.
Samsung led with 35% share, while Apple grew to 27% thanks to the iPhone 17 launch, and Honor entered the top five with 3%.
Despite the downturn, Apple and Samsung reported shipment increases.
Rising memory prices pose challenges for 2026 and may impact low-cost devices, prompting analysts to note strategic decisions will be crucial.

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Story summary

In 2025, the European smartphone market declined by 1% to 134.2 million units.
Samsung led with 35% share, while Apple grew to 27% thanks to the iPhone 17 launch, and Honor entered the top five with 3%.
Despite the downturn, Apple and Samsung reported shipment increases.
Rising memory prices pose challenges for 2026 and may impact low-cost devices, prompting analysts to note strategic decisions will be crucial.