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Which smartphone brand is preferred in Europe in 2025: iPhone, Samsung, or Xiaomi?

The leading brands in Europe are iPhone, Samsung, and Xiaomi. Which one is the most preferred?

Viewpoint 1/3

While Apple tends to focus on refining and incrementally improving existing features, Samsung pushes boundaries with innovations like:

  • Foldable phones that offer larger screen sizes
  • Built-in stylus (pen)
  • Higher megapixel counts in cameras
  • Advanced generative AI features, such as Generative Edit (moving or deleting objects in images) and Sketch to Image (transforming simple drawings into artwork).

Although Samsung is known for its innovation, many of its advanced features are available only on high-end models, which may be out of reach for many consumers.

Samsung’s Android operating system offers extensive customization options, allowing users to personalize their devices more freely than Apple’s iOS, which is known for its restrictive environment.

The extensive customization options on Samsung devices can lead to a more complex user experience, which may not appeal to all users.

Samsung has a strong global presence, being the leading smartphone brand in many regions, including Europe, Latin America, and parts of Asia.

Among other advantages, Samsung users may face fewer issues with region-specific apps compared to iPhone users who might encounter difficulties when traveling. (One workaround for Apple users is to create multiple Apple IDs, but this requires extra effort.)

Smartphone decisions should not be based on travel convenience, as most of our time is spent in our home countries.

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Viewpoint 2/3

Apple is known for its meticulous attention to build quality and design, using premium materials to craft sleek, minimalist devices that appeal to style-conscious consumers.

While iPhones are undoubtedly well-made, their price often doesn’t match the value they offer. Apple’s branding allows them to charge a premium, but you can often find a Samsung or Xiaomi phone with better specs at the same price.

Apple leads in digital privacy and security, featuring technologies like Face ID, on-device processing, and end-to-end encryption. This strong focus on privacy is a significant selling point in an era of increasing data breaches.

Apple’s refusal to unlock devices for law enforcement has sparked controversy, raising questions about balancing privacy with public safety.

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High resale value Current Top Argument 3
for Viewpoint 2
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iPhones maintain a higher resale value compared to other smartphones, making it easier for Apple users to upgrade to new models.

High resale value can encourage unnecessary upgrades, contributing to electronic waste.

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Viewpoint 3/3

Xiaomi offers high-quality smartphones at competitive prices, often undercutting its rivals by providing flagship-level features at mid-range prices. The Redmi and Poco series are particularly popular for their affordability and feature-rich offerings.

Smartphones are integral to our daily lives, so investing more in a device that enhances our experience is justified. Even minor improvements in performance or appearance can impact user satisfaction.

The Xiaomi 14 Ultra features a one-inch-type main sensor with a variable aperture, providing exceptional depth of field and light control. It also includes multiple 50MP cameras for telephoto, ultrawide, and periscope zoom. In comparison, Samsung and Apple flagship models, while high-quality, do not offer this unique combination of sensor size and variable aperture.

A dedicated photography package is also available (sold separately), featuring a camera grip with a shutter release button for enhanced stability and usability, resembling a traditional camera.

The Xiaomi 14 Ultra's protruding camera module creates a weight imbalance, making the phone top-heavy and challenging to handle with one hand. This design increases the risk of the phone tipping over and scratching the camera glass. Potential buyers should consider this trade-off between camera capabilities and ergonomics.

Xiaomi’s flagship model, the Xiaomi 14 Ultra, offers fast charging capabilities—90W wired and 80W wireless—that outpace those of its competitors. For comparison, Samsung’s Galaxy S24 Ultra offers 45W, and the iPhone 15 Pro offers 20W. Moreover, Xiaomi includes a fast charger with its phones, whereas Apple and Samsung require separate purchases for chargers. Xiaomi also guarantees that its fast charging technology will not significantly reduce battery life, addressing any concerns in this regard.

While convenient, wireless charging has been linked to potential health risks. Given Xiaomi’s particularly strong wireless charging capabilities, these risks may be higher than average.

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