Apple shipped 36.9 million iPhones in Europe in 2025, a 6% year-over-year growth which allowed the company to claim a record 27% share of the region's smartphone market, according to new research from analytics firm Omdia.
The gains came even as the broader European smartphone market declined by 1% to 134.2 million units, which Omdia says was weighed down by softer demand and new regulations around eco-design requirements and mandatory USB-C ports.
Apple's performance was driven by the iPhone 16, the Pro Max versions of both the iPhone 16 and iPhone 17, and the more affordable iPhone 16e. The latter device in particular apparently helped Apple capture demand that shifted away from older non-USB-C models, which were being phased out under the new rules.
Samsung held onto the top spot in Europe with 46.6 million units shipped, while Xiaomi came third with 21.8 million units at 16% share. Elsewhere, HONOR broke into Europe's top five for the first time.
Apple's record European performance was clearly a factor in its strong global showing in 2025, when the company became the world's largest smartphone vendor by annual shipments.
Apple has canceled plans for a foldable MacBook and a larger OLED MacBook Pro model, according to research firm Omdia.
In a new research note, Omdia said Apple has scrapped development of a large foldable MacBook that would have measured between 16.1 and 18 inches when unfolded. It was previously reported that this device had already slipped out of its original 2026 production window, with...
Thursday September 3, 2026 6:50 am PDT by Tim Hardwick
Apple may introduce an entirely new 13.8-inch OLED MacBook model in 2029, potentially creating a new product tier between the MacBook Air and MacBook Pro, according to an updated product roadmap from research firm Omdia.
The firm's latest roadmap sandwiches a new 13.8-inch MacBook between the projected time line for the Air and Pro models. The surprise model is said to use a single-stack...
Thursday September 3, 2026 7:01 am PDT by Tim Hardwick
Apple has reportedly revised its plans for adopting OLED displays across its MacBook lineup, and its existing LCD-based MacBook Pro models with mini-LED backlighting are now expected to remain available for longer than anticipated.
According to a new OLED adoption roadmap published by research firm Omdia, Apple still intends long-term adoption of OLED panels across MacBooks and iPads, but...
Perversely, the EU's meddling could have increased Apple's sales. Forcing them on to USB-C removed a deal-breaker that was the lightning port improving the device in the process. Lightning was a deal-breaker for me, at least.
The interoperability that the EU is encouraging also helps Apple as it removes more barriers to purchase and ownership.
Apple with their anti-competitive mindset could not see this at first but maybe they are coming round. Seeing AirDrop open up to other platforms and RCS interoperability being good examples of this.
Rather than walling people in, the opening up is actually allowing others to come in and join the party.
