According to IDC’s latest report released in May 2025, Apple and Samsung continue to dominate the secondary mobile phone market globally and especially in Western Europe. Combined, the two brands accounted for 89.4% of the Western European market, underlining their sustained strength in the region. In the Android space, Xiaomi and OPPO follow, but at a notable distance from Samsung.
Emerging brands gain ground in Asia
While the European market remains concentrated, the situation is evolving in Asia. In China and India, local manufacturers have gained stronger traction. Brands that were once overshadowed by global giants are now showing resilience in the used device segment. These companies benefit from an existing user base and are slowly creating ecosystems that help boost trade-in relevance and long-term device value.
Brands focus on residual value
To compete with the Apple iPhone and Samsung’s Galaxy series, some emerging brands are shifting their strategy. They are starting to produce higher-end models and extending software support cycles. This enhances both the user experience and the residual value of devices, giving consumers more reason to consider trade-in programs and upgrade within the same brand.
Trade-in value drives purchasing habits
Trade-in programs have become a central part of the consumer decision-making process. Buyers are increasingly aware of how long devices hold value. Apple, long known for strong trade-in returns, continues to benefit from this, but competitors are catching up by building similar infrastructures.
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Refurbishing
