European smartphone shipments grew 2% in Q4 2025, driven by strong iPhone 17 demand, according to Counterpoint Research. Apple captured 33% market share with a 7% shipment increase, particularly in Eastern Europe. The iPhone 17 series outperformed expectations during the holiday quarter.

Samsung maintained second place with 29% share and 4% growth, while Xiaomi dropped to third with 16% share following a 6% decline. The Chinese brand struggled with weak demand for its Xiaomi 15T series. Honor emerged as a bright spot with 18% growth and 4% market share, fueled by momentum in Western Europe.

Realme finished fifth with 3% share but suffered a 21% shipment decline. the memory chip crisis threatens to create a turbulent 2026 market with significant demand contraction expected. Entry-level focused brands face the biggest challenges as component shortages reshape the competitive landscape.