Analytics firm Omdia claims that in 2025, Apple set an all-time sales record for the iPhone in Europe, with a 6% year over year growth.
Back in June 2025, Apple's lower-cost iPhone 16e was reportedly selling well in Europe but not as well as the even lower-cost iPhone SE that preceded it. Now, however, figures for the whole of 2025 show that altogether, the whole iPhone range scored Apple a record year in the region.
According to analytics firm Omdia, Apple's 6% year-over-year growth means it shipped 36.9 million iPhones. That gave it a record 27% share of Europe's smartphone market.
Omdia says that demand for replacement iPhones has increased significantly, in part because of older, non-USB-C iPhone model being discontinued. The analytics firm says demand has been particularly for the iPhone 16, iPhone 16e, iPhone 16 Pro Max, and iPhone 17 Pro Max.
Samsung still beat it with 46.6 million smartphones shipped, reported as a small increase. Xiaomi came in third for 2025 with 21.8 million devices, a decrease of 1% on the year before.
Overall, the smartphone market in Europe declined by 1% year over year. Without predicting specific numbers, the analytics firm says it expects 2026's figures to be lower because RAM supply issues and processor constraints.
Separately, worldwide figures from Counterpoint Research have claimed that in 2025, one in four smartphones was an iPhone. That was due in part to how the iPhone 17 managed its best start in years in China and the US.
That's despite the iPhone Air having been delayed in China because of its exclusive use of eSIMs instead of the physical SIM cards still preferred in the country. Reports of the iPhone Air sales have been mixed, though, with the initial claims that pre-orders sold out in minutes, being followed by others saying overall demand was weak.
