Galaxy S25 series did not help Samsung boost sales in Europe
In the first quarter of 2025, smartphone shipments in Europe decreased by 4% compared to the same period in 2024. Despite the launch of the new Galaxy S25 series, Samsung recorded a 2% drop in shipments, but its market share increased from 32% to 33%.
Here's What We Know
According to Counterpoint Research, Honor boasts the fastest growth in shipments among manufacturers in Europe, with its volumes increasing by 20%. However, due to its small overall market share, this did not significantly affect the overall balance of power, and Honor's share remained at 4%.
Analysts note that the new Galaxy S25 series did not bring significant innovations and did not impress European buyers, so its sales were below expectations.
Apple, on the other hand, increased shipments thanks to the iPhone 16e, but due to its high price, the smartphone is selling worse in Europe than in other regions.
Samsung and Apple remain the leaders of the European smartphone market, but their share growth was mainly due to the poor performance of other brands.
In the second quarter of 2025, the situation may change due to the launch of the more affordable Samsung Galaxy A36 and A56 models, as well as the premium but niche Galaxy S25 Edge. However, it remains to be seen whether they will have a significant impact on the company's market position.
Source: Counterpoint Research, SamMobile
