The Eternal Battle Between iPhone and Android: Market Trends 2025

The rivalry between iPhone and Android has been a key topic in the smartphone industry for years. For mobile repair technicians in Europe, staying up to date with the latest trends and figures is essential, as this influences which devices are most frequently repaired and what issues to expect. In this blog, we dive into the most recent European and global statistics, market shares, and user numbers for iPhone versus Android in Q3 2025.

Market Share in Europe: iPhone Maintains the Lead

Apple currently holds a market share of 36.77% in Europe, followed by Samsung with 31.27% and Xiaomi with 11.09%. This clearly shows that Apple dominates the European market.

Looking at specific countries within Europe, similar trends emerge:

Netherlands: Apple leads with 37.64%, followed by Samsung at 32.72% and Xiaomi at 8.22%.
Germany: Apple holds 36.79%, Samsung 33.08%, and Xiaomi 10.66%.
Italy: Apple is slightly lower at 32.40%, with Samsung at 29.11% and Xiaomi at 11.77%.
Belgium: Apple has a share of 46.12%, followed by Samsung at 34.31% and Xiaomi at 4.87%.
Denmark: Apple dominates with 61.38%, Samsung has 21.51%, and OnePlus 4.40%.

These figures show that Apple leads the market in all countries, with Samsung as a strong second. Xiaomi generally has a smaller share, but in countries like Italy, its presence is relatively notable. Denmark stands out due to Apple’s dominant share and the presence of OnePlus, making it an interesting market for repair technicians looking to tailor their inventory and expertise to local preferences.

Global Growth in Q3 2025

According to preliminary data from IDC, global smartphone shipments in the third quarter of 2025 rose to 322.7 million units, an increase of 2.6% compared to the previous year. This growth was mainly driven by strong demand for premium devices and AI features, despite economic uncertainty and tariff challenges.

Key Insights for Repair Technicians in Europe:

Apple: Demand for the iPhone 17 series was exceptionally high, with pre-orders surpassing those of the previous generation. Apple achieved its best results ever this quarter, indicating that iPhone repairs and parts remain in high demand.

Samsung: Models such as the Galaxy Z Fold 7 and Z Flip 7 outperformed earlier foldable models, boosting the foldable segment. As a result, repair technicians are seeing an increase in repairs for these premium Galaxy devices.

Xiaomi: Xiaomi continues to grow in Europe and emerging markets, leading to a broader demand for repairs.

These figures show that both iPhone and Android devices play a significant role in the European market. For repair technicians, this means it is important to have inventory and expertise ready for both the latest iPhones and popular Android models, including foldable devices.

Conclusion

The battle between iPhone and Android continues to shape the European smartphone market. Apple dominates in many countries with strong demand for the latest iPhones, while Samsung and other Android brands such as Xiaomi and OnePlus continue to serve a large portion of the market, including emerging premium segments like foldable phones. For repair technicians, this means it is essential to stay up to date with the most popular models, keep parts in stock, and develop expertise in the specific issues of each operating system. Those who do this well can benefit from both the high demand for iPhone repairs and the diversity and volume of Android devices, making the European repair market both attractive and ripe for growth.

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