The final three months of 2025 proved great for smartphone shipments in Europe as the market was up 2% compared to Q4 2024. According to Counterpoint Research 's Q4 2025 Smartphone Market Monitor, Apple was the leading brand in Europe with an estimated 33% share of all shipments. Cupertino saw strong demand for the iPhone 17 series, resulting in a 7% rise in shipments compared to the prior year. The report outlined strong demand for the 17 series in Eastern Europe.
Global smartphone shipments recorded 4% growth in Q4, 2025, as the market was able to absorb rising component costs. According to preliminary data shared by Omdia, Apple was the runaway leader in terms of shipments and reached a record 25% market share. That means 1 in every 4 phones shipped in the last three months of 2025 was an iPhone.
Apple Inc.'s iPhone 17 series drove a 37% rise in its monthly smartphone sales in China, signaling strong momentum in a key market. iPhones accounted for one in every four smartphones sold in the country in October, the first time it's hit that threshold since 2022, according to Counterpoint Research. The figures suggest Apple's year-on-year upgrades are resonating with consumers and support Chief Executive Officer Tim Cook's prediction that the company will return to growth in China this quarter.
Amazon.com Inc. (NASDAQ: AMZN) is expected to post steady third-quarter gains powered by strong cloud, advertising, and retail performance. Apple Inc. (NASDAQ: AAPL) and Microsoft Corp (NASDAQ: MSFT) are both positioned for solid quarters - Apple benefiting from surging iPhone 17 demand and resilient Services revenue, while Microsoft extends its AI and cloud leadership through accelerating Azure momentum and heavy data center investments.
