Honor Outpaces Competitors with Massive Growth in Europe’s Q4 2025 Smartphone Market

The European smartphone market landscape is undergoing a significant transformation as we close out the final quarter of 2025. While established giants continue to fight for the top spots, a new momentum is shifting the balance of power. According to the latest data, the region is seeing a steady recovery, but the real story lies in the explosive trajectory of specific brands that are successfully capturing the interest of European consumers through innovation and aggressive expansion.

A recent report from Counterpoint has highlighted the performance of the European smartphone market during Q4 2025. The data reveals that Honor has emerged as the fastest-growing brand in the region. While Apple continues to hold the crown, the rapid rise of this Chinese manufacturer suggests a shifting preference among European users who are increasingly looking for premium alternatives in the mobile technology sector.

Market Leaders: Apple and Samsung Maintain Their Grip

Apple secured the first-place position, capturing 33% of the total market share. The company saw a 7% year-on-year increase in growth, largely attributed to the iPhone 17 series, which has seen exceptional sales figures across the continent. Apple’s ability to maintain high demand for its premium tier continues to be the primary driver of its success in Western and Central Europe.

Samsung follows very closely in second place, accounting for 29% of the market share. The South Korean tech giant experienced a 4% year-on-year increase in sales. As the most prominent Android brand in the region, Samsung remains the toughest competitor for Apple, maintaining a diverse portfolio that appeals to various price segments while strengthening its hold on the high-end smartphone market.

Xiaomi and Realme Face Challenges

Xiaomi occupied the third spot in the rankings but faced some headwinds. The company witnessed a 2% decline in market share compared to the same period last year. Currently holding a 16% share, Xiaomi saw a 6% drop in shipment growth, suggesting increased competition in the mid-range segment where it traditionally dominates.

The fifth position was taken by Realme, which struggled during this quarter. The brand saw a significant 21% drop in sales growth, reflecting the volatile nature of the European budget and mid-tier markets during the current recovery phase.

Honor’s Strategic Ascent and Future Outlook

Despite being in fourth place overall with a 4% market share, Honor is the standout performer of the report. The company achieved a remarkable 18% year-on-year growth momentum. This success is not an isolated event; Honor has been consistently building its presence in Western Europe over the past two years, moving away from its budget roots to become a serious contender in the premium space with the Honor Magic series.

Looking ahead to 2026, the company is not slowing down. Honor has already teased two major hardware innovations for the upcoming MWC 2026 event: the Magic V6 foldable and the intrigued ROBOT PHONE. These devices are expected to further solidify Honor’s reputation as an innovator and help them capture more market share from established incumbents.

The overall European smartphone market shipment increased by 2% year-on-year. This indicates that the trend of market recovery observed throughout 2025 is continuing, providing a fertile ground for brands like Honor to expand their influence.

Which smartphone brand grew the most in Europe during Q4 2025?

Honor recorded the strongest growth among all major brands, achieving an 18% year-on-year increase in sales momentum, outperforming the growth rates of Apple and Samsung.

Who currently leads the European smartphone market?

Apple remains the market leader with a 33% market share, followed by Samsung with 29% and Xiaomi with 16%.

What contributed to Apple’s success this quarter?

The primary driver for Apple's 7% growth was the high demand and strong sales performance of the iPhone 17 series across European markets.

What are Honor's plans for 2026?

Honor plans to launch the Magic V6 foldable and a new "ROBOT PHONE" concept at the MWC 2026 event to further expand its global and European market presence.

Is the European smartphone market declining?

No, the market is showing signs of recovery with a 2% year-on-year increase in total shipments, continuing a positive trend established earlier in 2025.

🔎 In conclusion, the European smartphone market is entering a vibrant new era where brand loyalty is being tested by rapid innovation. While Apple and Samsung maintain their dominance, the meteoric rise of Honor demonstrates that there is significant room for growth for companies that prioritize premium hardware and cutting-edge technology. As we move into 2026, the introduction of foldable tech and AI-driven devices will likely continue to reshape the leaderboard of the mobile industry.