Apple #1 phone vendor in Europe

Up 7 percent y/y in Q4

• As expected, Apple took the top spot in Q4 2025 and increased its share compared to Q4 2024, with shipments growing 7% YoY thanks to a strong performance by the iPhone 17 series.
• Samsung took second place, with its shipments growing 4% YoY and share also increasing YoY to 29%.
• Apple’s strong growth in Eastern Europe and increased competition in Western Europe ate into Xiaomi’s market share, causing a 6% YoY decline.

Source: Counterpoint

NB: Original article suggests bad news on the way …

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