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APPLE HITS RECORD IPHONE SALES IN EUROPE AS MARKET SHARE CLIMBS TO 27%
AppleMagazine
|February 27, 2026
Apple set a new benchmark in Europe in 2025, shipping 36.9 million iPhones across the region and capturing a record 27% share of the smartphone market, according to data from analytics firm Omdia.
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The milestone comes at a time when many analysts had characterized Europe as a saturated, low-growth environment for premium smartphones.
The performance stands out even more against the broader backdrop: Europe's overall smartphone market declined by 1% year over year to 134.2 million units. While total volumes softened amid weaker consumer demand and regulatory adjustments, Apple expanded both shipments and share, underscoring the company's ability to outperform in mature markets.
PREMIUM DEMAND HOLDS FIRM IN A SOFTENING MARKETEurope has long been considered a replacement-driven market, where growth tends to be incremental rather than explosive. In 2025, however, Apple managed 6% year-over-year shipment growth despite overall market contraction.
This story is from the February 27, 2026 edition of AppleMagazine.
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