Apple achieved a record 27% share of the European smartphone market in 2025, shipping 36.9 million iPhones for 6% year-over-year growth, according to new research from analytics firm Omdia. This performance came despite the broader European smartphone market declining by 1% to 134.2 million units, as new regulations around eco-design requirements and mandatory USB-C ports reshaped the competitive landscape.

Apple's strong showing was driven by several factors, including the iPhone 16 lineup, Pro Max versions of both the iPhone 16 and iPhone 17, and the more affordable iPhone 16e. The latter device proved particularly important in capturing demand that shifted away from older non-USB-C models being phased out under new rules. Samsung maintained its European lead with 46.6 million units shipped, while Xiaomi held third place at 16% share with 21.8 million units. HONOR broke into Europe's top five for the first time.

This record European performance contributed to Apple's global success in 2025, when the company became the world's largest smartphone vendor by annual shipments. The achievement demonstrates Apple's ability to navigate regulatory changes while maintaining growth in a challenging market environment, positioning the company for continued strength in the region.