智通财经网·2025-08-28 11:15Core Insights - The European smartphone market (excluding Russia) is experiencing a decline, with Q2 2025 shipments down 9% year-on-year to 28.7 million units, making it the worst-performing region globally [1][8] - Samsung remains the market leader with a 36% share, but its shipments fell 10% to 10.3 million units, impacted by EU regulations [1][8] - Apple ranks second with 6.9 million units shipped, a 4% decline, while Xiaomi saw a strong rebound in Italy, shipping 5.4 million units [1][8] Market Dynamics - The market is characterized by weak consumer demand and conservative inventory strategies among channels, influenced by new EU eco-design regulations [3][5] - The top five manufacturers now hold a record 87% market share, highlighting the importance of brand differentiation and scale for sustainable business models [5] - Direct sales channels are gaining traction as consumers seek better interaction with brands, while open market channels are driven by price considerations [5] Future Outlook - The smartphone market in Europe is expected to return to growth by 2026, driven by replacement demand for low-end devices and increasing consumer interest in AI applications [7] - Long-term growth projections remain modest, with an expected CAGR of 1.7% until 2029, emphasizing the need for manufacturers to understand evolving consumer purchasing motivations [7]