For a long time, the smartphone market in Europe felt like a two-horse race. Apple and Samsung battled it out, each holding a strong grip on their spots. But behind the scenes, another company was busy making moves. Xiaomi has been quietly growing, and now, a new report suggests they’ve shaken up the order.
Recent data hints that Xiaomi has officially passed Apple in Europe. This marks a big shift in who’s leading the pack. While the news isn’t fully confirmed by the companies yet, a chart reportedly from Canalys, shared on Reddit, paints a clear picture. It shows what happened in the second quarter of 2025.
The numbers tell an interesting story for that period. Samsung held onto the top spot, snagging 31% of the market share. However, their growth dropped by 10% compared to the year before. Xiaomi, on the other hand, climbed to second place with 23% of the market. Even better, they saw an 11% increase in yearly growth. This jump pushed Apple down to third place. Apple ended up with 21% of the market and saw its own annual growth fall by 4%.
This change isn’t just about market share; it speaks to what people want to buy. Xiaomi is known for offering phones that perform well without costing a fortune. Apple’s devices, in contrast, come with a higher price tag. As daily expenses have gone up across Europe, many folks might be looking to save money on bigger purchases, like a new smartphone. This could explain why more people are choosing Xiaomi.
While Samsung still sits at number one, its 10% dip is definitely something to note. Apple’s 4% drop, though smaller, is significant because it cost them their second-place position. Xiaomi’s 11% yearly growth was the most positive trend among the top five smartphone makers. Realme also showed good growth, up by 5%, securing fifth place with 4% of the market, which was the same as the quarter before.
Not everyone fared so well. Lenovo, which makes Motorola phones, had a tough quarter. They saw an 18% decline in yearly growth, the biggest drop among these companies. It’s possible that some of Xiaomi’s gains came from users who might have otherwise picked a Motorola phone. Both brands tend to appeal to similar buyers who want good value.