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.
This article, "Apple Set a European iPhone Sales Record Last Year" first appeared on MacRumors.com

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Apple expanded its lead in the global tablet market in late 2025 as overall shipments rebounded, according to new research from Omdia.


Global tablet shipments reportedly reached 162 million units in 2025, representing 9.8% year-over-year growth. The research firm said the strongest momentum occurred during the holiday quarter, when shipments reached 44 million units, also up 9.8% compared to the same quarter a year earlier. Omdia described the annual total as the highest shipment volume recorded since the surge in demand seen in 2020, partly caused by anticipation of memory supply constraints.

Apple was a key contributor to the market's late-year growth. Omdia says that Apple shipped 19.6 million iPads in the fourth quarter of 2025, representing a 16.5% year-over-year increase. The firm said this performance was driven by strong demand for the 11th-generation iPad and the M5 iPad Pro.

The fourth-quarter results increased Apple's market share to 44.9%. This placed Apple well ahead of other tablet vendors during the holiday quarter, with Samsung at 14.7%, Lenovo at 8.8%, Huawei at 6.9%, and Xiaomi at 6.4%. Other manufacturers collectively accounted for the remaining 18.3% of shipments.

The report also highlighted changes in how tablets are expected to be positioned in the coming years, including greater emphasis on ecosystem integration and artificial intelligence features:

On the product side, we expect a shift in how tablets are positioned and marketed, with vendors framing them as ecosystem-centric devices in a more controlled demand environment. This includes the introduction of cross-OS functionality and a focus on AI-driven experiences. Recent examples include Lenovo's Qira, which operates across Windows and Android to deliver a more seamless user experience and reduce friction between AI assistants. In addition, the collaboration between Apple and Google to use Gemini for future Apple Intelligence features represents a positive step forward for the generative AI ecosystem across its device portfolio, including iPads.

Regional performance varied across the year. Omdia said Central and Eastern Europe recorded the fastest growth in 2025, followed by Asia Pacific. All regions experienced double-digit growth except North America, where vendor and retail discounting helped offset an otherwise declining trend during the holiday season.
This article, "iPad Demand Surges as Apple Strengthens Grip on Tablet Market" first appeared on MacRumors.com

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