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Apple led the mobile device market in the United Kingdom (UK) in 2025, holding around percent of the market share. Samsung came in second with just below ** percent of the UK market share. Both top vendors were well beyond the rest of mobile device vendors in the UK, such as Google, which came in third place holding just above **** percent of the market share, an increase from previous years.

Samsung leads the global and European market

While Apple is the clear leader in the UK, Samsung holds the edge globally based on devices shipped. Samsung was responsible for ** percent of global shipments, ahead of the ** percent accounted for by Apple in 2018. Nearly ** percent of all mobile phones shipped in Europe in 2019 were Samsung devices, with Apple devices accounting for under *** percent of devices shipped and therefore landing in third place behind Huawei, which shipped over ** percent of all devices.

iPhone 13 on top in the UK

The iPhone 13 was the top phone for Apple in the United Kingdom as of January 2022, making up ** percent of all smartphones sold in the UK. The Samsung Galaxy A12 showed up in fourth place behind Apple products, making up percent of all smartphones sold in the UK in January 2022.