{"id":20117,"date":"2026-02-19T15:09:01","date_gmt":"2026-02-19T14:09:01","guid":{"rendered":"https:\/\/www.chinasmartbuy.com\/blog\/?p=20117"},"modified":"2026-02-19T15:09:05","modified_gmt":"2026-02-19T14:09:05","slug":"counterpoint-q4-2025-europa-mercato-smartphone","status":"publish","type":"post","link":"https:\/\/www.chinasmartbuy.com\/blog\/counterpoint-q4-2025-europa-mercato-smartphone\/","title":{"rendered":"Europa Q4 2025: Apple resta leader, ma \u00e8 HONOR a correre di pi\u00f9"},"content":{"rendered":"\n<p>Il mercato smartphone europeo chiude il <strong>Q4 2025<\/strong> con un segnale positivo. Secondo l\u2019ultimo report pubblicato da Counterpoint Research, le spedizioni sono cresciute del <strong>2% su base annua<\/strong>, confermando il trend di recupero gi\u00e0 osservato nel trimestre precedente, nonostante un contesto macroeconomico ancora complesso.<\/p>\n\n\n\n<p>A livello di quote di mercato, <strong>Apple si conferma leader<\/strong>, mentre <strong>HONOR registra la crescita pi\u00f9 marcata<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/image-267.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"523\" src=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/image-267-1024x523.png\" alt=\"\" class=\"wp-image-20118\" srcset=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/image-267-1024x523.png 1024w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/image-267-300x153.png 300w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/image-267-768x393.png 768w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/image-267.png 1440w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Apple resta al comando con il 33%<\/h2>\n\n\n\n<p>Nel quarto trimestre 2025, Apple conquista una <strong>quota del 33%<\/strong> nel mercato europeo, in crescita di <strong>2 punti percentuali<\/strong> rispetto allo stesso periodo del 2024.<\/p>\n\n\n\n<p>Le spedizioni risultano in aumento del <strong>7% su base annua<\/strong>, trainate \u2013 secondo il report \u2013 dalla forte domanda per la serie iPhone 17.<\/p>\n\n\n\n<p>Apple consolida cos\u00ec la propria leadership nel segmento premium e amplia il vantaggio sui competitor Android.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/samsung.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/samsung-1024x576.jpg\" alt=\"Samsung building\" class=\"wp-image-20121\" srcset=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/samsung-1024x576.jpg 1024w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/samsung-300x169.jpg 300w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/samsung-768x432.jpg 768w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/samsung.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Samsung cresce e rafforza la posizione Android<\/h2>\n\n\n\n<p>Subito dietro troviamo Samsung, che archivia il trimestre con una <strong>quota del 29%<\/strong>, in aumento di <strong>1 punto percentuale<\/strong>.<\/p>\n\n\n\n<p>Le spedizioni crescono del <strong>4% YoY<\/strong>, segnando una ripresa dopo la fase di rallentamento registrata a fine 2024. Samsung rafforza cos\u00ec la propria posizione come primo player Android in Europa.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/01\/xiaomi-hq.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"577\" src=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/01\/xiaomi-hq-1024x577.jpg\" alt=\"Xiaomi HQ\" class=\"wp-image-18373\" srcset=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/01\/xiaomi-hq-1024x577.jpg 1024w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/01\/xiaomi-hq-300x169.jpg 300w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/01\/xiaomi-hq-768x433.jpg 768w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/01\/xiaomi-hq.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Xiaomi in flessione, pressioni a Est e Ovest<\/h2>\n\n\n\n<p>Situazione pi\u00f9 complessa per Xiaomi.<\/p>\n\n\n\n<p>Nel Q4 2025 il brand registra un <strong>calo del 6% su base annua<\/strong>, con una quota di mercato che scende al <strong>16%<\/strong>. Secondo Counterpoint, Xiaomi sarebbe penalizzata:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dalla pressione competitiva di Apple in Europa orientale<\/li>\n\n\n\n<li>Dalla concorrenza intensa in Europa occidentale<\/li>\n\n\n\n<li>Da performance meno brillanti della serie Xiaomi 15T rispetto alla precedente 14T<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/Honor-HQ.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/Honor-HQ-1024x576.jpg\" alt=\"Honor HQ\" class=\"wp-image-20119\" srcset=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/Honor-HQ-1024x576.jpg 1024w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/Honor-HQ-300x169.jpg 300w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/Honor-HQ-768x432.jpg 768w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/Honor-HQ.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">HONOR \u00e8 il brand che cresce di pi\u00f9: +18%<\/h2>\n\n\n\n<p>Il dato pi\u00f9 interessante riguarda HONOR.<\/p>\n\n\n\n<p>Nel quarto trimestre 2025 le spedizioni del brand aumentano del <strong>18% YoY<\/strong>, segnando la crescita pi\u00f9 forte tra i principali produttori. L\u2019espansione sarebbe particolarmente evidente in Europa occidentale, dove HONOR continua a rafforzare la propria presenza dopo due anni di progressione costante.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/realme.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/realme-1024x576.jpg\" alt=\"realme realmeow\" class=\"wp-image-20122\" srcset=\"https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/realme-1024x576.jpg 1024w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/realme-300x169.jpg 300w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/realme-768x432.jpg 768w, https:\/\/www.chinasmartbuy.com\/blog\/wp-content\/uploads\/2026\/02\/realme.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">realme in difficolt\u00e0<\/h2>\n\n\n\n<p>realme chiude il trimestre al quinto posto con una quota del <strong>3%<\/strong>, ma con un calo marcato del <strong>21% su base annua<\/strong>. Un dato che evidenzia un momento complesso per il brand nel mercato europeo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Scenario 2026: il rischio \u201cblack swan\u201d dei chip di memoria<\/h2>\n\n\n\n<p>Secondo Jan Stryjak, Associate Director di Counterpoint, il 2026 potrebbe essere segnato da un evento \u201cblack swan\u201d legato all\u2019aumento dei prezzi dei <strong>chip di memoria<\/strong>.<\/p>\n\n\n\n<p>L\u2019incremento dei costi dei componenti potrebbe tradursi in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Rialzi dei prezzi finali dei dispositivi<\/li>\n\n\n\n<li>Pressione sui margini<\/li>\n\n\n\n<li>Possibile rallentamento della domanda<\/li>\n<\/ul>\n\n\n\n<p>Uno scenario che rischierebbe di interrompere il percorso di ripresa osservato nel 2025.<\/p>\n\n\n\n<div class=\"csb-source-via-wrap\">\n   <div class=\"csb-mini-box\">\n    <a href=\"https:\/\/counterpointresearch.com\/en\/insights\/europe-smartphone-market-ends-2025-on-a-high-but-there-is-trouble-on-the-horizon\" target=\"_blank\" rel=\"nofollow noopener\">\n      VIA\n    <\/a>\n  <\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il mercato smartphone europeo chiude il Q4 2025 con un segnale positivo. Secondo l\u2019ultimo report pubblicato da Counterpoint Research, le spedizioni sono cresciute del 2% su base annua, confermando il trend di recupero gi\u00e0 osservato nel trimestre precedente, nonostante un contesto macroeconomico ancora complesso. A livello di quote di mercato, Apple si conferma leader, mentre [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":20120,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_yoast_wpseo_focuskw_text_input":"","footnotes":""},"categories":[480],"tags":[913,179,260,542,24],"class_list":["post-20117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-apple","tag-honor","tag-realme","tag-samsung","tag-xiaomi"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Europa Q4 2025: Apple resta leader, ma \u00e8 HONOR a correre di pi\u00f9 - ChinaSmartBuy<\/title>\n<meta name=\"description\" content=\"Counterpoint Q4 2025: mercato smartphone Europa +2% YoY. 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