• Apple’s latest mid-tier offering iPhone 16e was the ninth best-selling smartphone in Europe in its first full month of sales, accounting for 8% of Apple’s sales and 2% of total smartphone sales in March 2025.
• The model sold even better in Western Europe, where it reached seventh position.
• However, initial sales were not as strong as Apple’s previous mid-tier offerings, the iPhone SE 2022 and iPhone SE 2020, both of which accounted for a greater proportion of sales and took higher spots in Europe’s bestseller list.
• The relatively high price of the iPhone 16e, coupled with a general market slowdown and expanded availability of refurbished iPhones in Europe, has muted its performance in the region.

London, Beijing, Buenos Aires, Fort Collins, Hong Kong, New Delhi, Seoul, Taipei, Tokyo – June 2, 2025

Apple’s iPhone 16e, launched at the end of February 2025, went straight onto Europe’s best-selling smartphones list in its first full month of sales. According to Counterpoint Research data, the iPhone 16e was the ninth best-selling smartphone in Europe, accounting for 8% of Apple’s sales and 2% of total smartphone sales in March 2025. The model sold even better in Western Europe, where it reached seventh position.

However, sales decreased significantly compared to Apple’s previous mid-tier offerings. In the first full month of sales, the iPhone 16e was 17% down on the iPhone SE 2022 and 20% down on the SE 2020. The iPhone SE 2022 and iPhone SE 2020 also accounted for a larger proportion of Apple’s sales in the first month (12% and 19% respectively), compared to 8% for the iPhone 16e. They also featured higher on Europe’s bestseller list (sixth and third respectively).

Associate Director Jan Stryjak said, “The relatively high price of the iPhone 16e compared to previous iPhone SE devices has limited sales in Europe. At €699 ($599), the 16e is a significant jump from the €519 ($429) launch price of the iPhone SE 2022 and €479 ($399) for the iPhone SE 2020, which has reduced its appeal in this challenging economic climate. Also, some places are offering the iPhone 15 for the same price as the iPhone 16e, so many consumers are opting for arguably the better-specced, albeit nearly two-year-old, device. As such, the iPhone 15 also featured in Europe’s top-10 list for April.”

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.

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