Samsung stays No.1 in Europe while Apple surges to record 27% market share

[Redaktion]

Samsung maintained its leading position in the European smartphone market in 2025. However, the company could not prevent Apple from grabbing more market share, according to data from Omdia.

https://www.notebookcheck.net/Samsung-stays-No-1-in-Europe-while-Apple-surges-to-record-27-market-share.1233748.0.html

[The Werewolf]

I know there's almost a kind of desperation amongst tech writers to defend Apple... but the actual takeaway here is that Apple still only commands 27% of the European market when in North America where it command 59% of the market and Samsung just 21%. Putting it in broader scope, Apple has 27% of the European market while all Android phones have 73% with a much wider mix of brands and Apple has 59% of the North American market while Android has 41%, half of which are Samsung.
Personally, I see this as a positive because it suggests Europeans are far less brand-oriented than North Americans are and that's a good thing.