In a notable shift in the European smartphone market, Chinese tech giant Xiaomi has overtaken its American rival Apple in sales volume during the second quarter of 2025, according to a report released by global research firm Canalys.
Smartphone Market Rankings in Europe – Q2 2025
According to the report, the rankings are as follows:
- Samsung: Still holds the top position in the European market.
- Xiaomi: Regained second place thanks to its successful strategy.
- Apple: Dropped to third place after a decline in iPhone sales.
📈 Why Did Xiaomi Outperform Apple in Europe?
Xiaomi has seen significant growth in market share due to several key factors:
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Smart and Competitive Pricing
Xiaomi follows a flexible pricing strategy, offering high-spec devices at affordable prices, making it a preferred choice for a broad range of users. -
Wide Range of Models
From budget phones to high-end flagships, Xiaomi offers a wide variety of devices to suit different user needs. -
Apple's Sales Slowdown
Apple, on the other hand, has experienced a slowdown in sales, which can be attributed to:
- High prices of iPhone devices.
- Lack of significant innovation in recent releases.
- Increasing competition from other Chinese brands.
The Future of the Smartphone Market in Europe
Competition between Xiaomi and Apple is expected to continue in the coming quarters, especially with the emergence of new brands like Transsion—the company behind Tecno and Infinix smartphones—which is gaining popularity in some European markets.
In conclusion, Xiaomi’s rise over Apple is no coincidence. It’s the result of a clear strategy combining price, performance, and variety. As competition heats up, the European smartphone market is undergoing exciting changes that are worth keeping a close eye on.