According to the latest data from Canalys, smartphone sales in Europe (excluding Russia) declined by 2% in the first quarter of 2025, compared to the same period last year, for a total of 32.4 million units. The main reason for this decline was weak demand for entry-level models.
Top 5 European smartphone market££££
Samsung remains the leader on the old continent thanks to record volume for its Galaxy S, while Apple is second, with 10% growth for its iPhone (8 million units distributed), notably thanks to strong demand for the new iPhone 16. Xiaomi remains strong, with a decline of only 2% (5.3 million units distributed). The Top 5 is completed by Motorola (1.7 million) and Google (0.9 million).
In the words of Runar Bjørhovde, Senior Analyst at Canalys££££
“Many smartphone manufacturers in Europe have had a difficult start to 2025, particularly those reliant on selling devices priced below €400,” says Runar Bjørhovde, Senior Analyst at Canalys. “After last year’s slight recovery, several manufacturers overestimated user demand at the end of Q4 2024, leading many to start Q1 2025 with excess inventory. Demand in the entry-level segment was also weak in Q1, partly due to a saturation of anticipated replacement demand last year, while emerging competition led to more aggressive promotions. The first quarter of 2025 saw the lowest shipment volume of devices priced under €200 in over a decade, highlighting the particularly challenging demand environment. Xiaomi and Motorola were the hardest hit manufacturers in the ranking, though the situation was even more challenging for many other manufacturers outside the top five.
