• Europe’s smartphone market has turned negative again, declining for the first time in four quarters.
• Brand shares remained largely flat versus Q1 2024. Apple increased its share compared to Q1 2024 thanks to the launch of the iPhone 16e, but its relatively high price limited sales in the region.
• HONOR continues to grow well in the region, and is now the fourth-largest OEM in Europe.
• We expect a challenging first half of 2025 due to uncertainty around the US tariff policy, although a stabilizing economic environment could see a return to growth by the end of the year.

London, Beijing, Buenos Aires, Fort Collins, Hong Kong, New Delhi, Seoul, Taipei, Tokyo – May 26, 2025

Europe’s smartphone shipments declined for the first time in four quarters in Q1 2025, registering a 4% YoY decrease, according to Counterpoint Research’s Q1 2025 Smartphone Market Monitor. A challenging economic environment and uncertainty around the new US administration’s tariff policies resulted in a disappointing quarter for most OEMs. Despite the turmoil, HONOR emerged as the key winner thanks to its continued aggressive strategy in Europe and a wide portfolio of impressive devices covering all price points.

Associate Director Jan Stryjak said, “Q1 2025 was a difficult time for many OEMs in Europe. Samsung didn’t bring much new to the table in its new flagship devices, and the Galaxy S25 underperformed as a result. Meanwhile, the high price of Apple’s new mid-tier offering, the iPhone 16e, resulted in relatively poor sales in Europe compared to some other regions. HONOR was the only real bright spot in Q1. The brand’s 20% YoY growth during the quarter is a testament to its ongoing strategy to bring strong devices to all segments, whether it is the entry-level X6b, mid-tier 20 series or the dual flagship Magic 7 and V3 premium offerings.”

Commenting on the outlook for the rest of the year, Stryjak said, “We expect the challenges of Q1 to continue in the short term, in part due to the ongoing uncertainty around the US tariff policy. However, trade agreements across key markets could see a stabilizing economic environment and a return to growth towards the end of the year.”

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.