Overall Market Share (Mid-2025)
- Apple holds approximately 38.0% of the smartphone market.
- Samsung follows closely with around 37.3%.
- Other players include Xiaomi (~6.5%), Oppo (~2.4%), and Google (~1.7%).
Best Smartphones in the Netherlands, 2025
1. Samsung Galaxy S25 Ultra
4.7 out of 5 ratings
- Why it’s a top pick: The Galaxy S25 Ultra leads the pack with its stunning 6.9-inch Dynamic LTPO AMOLED 2X display (120 Hz), Snapdragon 8 Elite chip, up to 16 GB RAM, and a 200 MP main camera with advanced zoom and AI features. It also offers seven years of software updates.
- Local relevance: Samsung devices remain hugely popular in the Netherlands thanks to wide availability through carriers and retailers.
2. Google Pixel 10 Pro / Pro XL
4.6 out of 5 ratings
- Standout features: Launched August 2025, these models bring Tensor G5 processors, a stellar camera system (including 100× digital zoom), and AI innovations like Magic Cue, Camera Coach, real-time translation, and Pixel Journal—all packed in a sleek premium design.
- Why Dutch users will love it: Google’s Pixel phones provide fast updates and strong integration with Android, making them particularly appealing to privacy-conscious and productivity-oriented users.
3. Samsung Galaxy Z Fold 7
4.4 out of 5 ratings
- What makes it special: Samsung’s latest foldable is now slimmer (8.9 mm folded, 4.2 mm unfolded), features an 8-inch main display, and includes Gemini Live voice-AI and a 200 MP camera from the S25 Ultra.
- Market appeal: Perfect for professionals and multitaskers, this device blends smartphone mobility with tablet-like productivity—a compelling proposition in the Dutch market.
4. OnePlus 13
4.5 out of 5 ratings
- Specs highlights: Sporting the Snapdragon 8 Elite, up to 24 GB RAM, a 6.82-inch LTPO AMOLED display (up to 4500 nits), and a 6000 mAh battery with fast charging, the OnePlus 13 offers high-end performance at a friendlier price point.
- Why it matters: OnePlus continues to appeal to Dutch users as a “value flagship” with European-friendly pricing and reliable performance.
5. Nothing Phone (3a / 3a Pro)
4.4 out of 5 ratings
- What sets it apart: Released in March 2025, the Phone 3a series features NothingOS, up to 12 GB RAM, OLED displays (120 Hz), and compelling mid-range specs with a clean and stylish design.
- Dutch relevance: Known for its distinctive transparent design and LED glyph interface, Nothing attracts users looking for something fresh and reasonably priced.
6. Fairphone 5 5G
4.5 out of 5 ratings
- Unique advantage: As a proudly Dutch brand, Fairphone 6 launches mid-2025 with a modular, repairable design, user-replaceable battery, commitment to ethical materials, and long-term software support (seven years of OS, eight years of security).
- Why it’s popular in the Netherlands: Sustainability resonates strongly with Dutch consumers, and Fairphone stands out for its environmental and ethical mission.
7. Xiaomi 15 5G Ai
4.6 out of 5 ratings
- Impressive features: Powered by Snapdragon 8 Elite, offering up to 6000 mAh batteries, 120 Hz LTPO displays, and Leica-tuned triple-50 MP cameras, these models offer performance and value.
- Growing popularity: Xiaomi continues gaining ground in the Netherlands for delivering flagship-level specs at lower prices.
Highlights: Netherlands Buyer’s Perspective
| Tier | Recommended Models | Key Strengths |
|---|---|---|
| Flagship Dream | Galaxy S25 Ultra, Pixel 10 Pro, Galaxy Z Fold 7 | Cutting-edge tech, AI features, durability, premium experience |
| Value but Powerful | OnePlus 13, Xiaomi 15 | High spec/price ratio, fast charging, top performance |
| Design & Innovation | Nothing Phone 3a/3a Pro | Bold aesthetics, user-friendly mid-range pricing |
| Ethical Choice | Fairphone 5 | Environmentally conscious, repairable, long support |
What Dutch Consumers Should Know
- Update support = longevity: Devices like Galaxy S25 Ultra, Pixel 10 Pro, and Fairphone 6 stand out with extended update promises—worth considering for future-proofing.
- Strong camera & AI: Pixel’s AI tools, Samsung’s Gemini AI, and Xiaomi’s Leica cameras are differentiators if photography or smart features matter.
- Price vs. Promise: While flagships dominate in performance, brands like OnePlus and Xiaomi offer premium specs for less. Fairphone delivers ethical value, and Nothing brings fresh design flair.
- Availability: Models from Apple, Samsung, and Google are widely available in Dutch electronics retailers. Xiaomi, OnePlus, Fairphone, and Nothing are increasingly accessible through both online platforms and select stores.
Final Thoughts
For best overall experience, the Samsung Galaxy S25 Ultra or Google Pixel 10 Pro lead the pack. For sustainability and local values, Fairphone 6 shines. OnePlus 13 and Xiaomi 15 suit buyers looking for flagship performance at better prices. If you’re after something unique and stylish, Nothing Phone 3a is worth a look. And for those wanting the bleeding edge of form factor tech, the Galaxy Z Fold 7 delivers impressive foldable innovation.
Here’s a rundown of the smartphone landscape in the Netherlands, based on the latest insights:
Recent Trends (2023–2024)
- In 2023, Apple’s market share was reported as high as 42.7%, while Samsung had around 35.7%.
- In October 2024—covering mobile plus tablet markets—Apple was at 42.6%, Samsung at 36.3%, Xiaomi at 6.0%, Oppo at 2.3%, and OnePlus at 1.6%.
By Demographics
- Among young Dutch users (18–24 years), about 60% own an iPhone, while around 23% have Samsung devices. Apple is particularly strong in younger segments, whereas Samsung remains more popular with older users.
Operating System Landscape
- Android dominates with roughly 78.7% market share in the Netherlands (as of March 2023).
- iOS holds about 20.9% in the same period.
Smartphone Penetration & Market Dynamics
- Smartphone penetration in the Netherlands is extremely high—96.3% as of 2023, with over 15 million users.
- The e-commerce market for smartphones was projected at around US$1.32 billion in 2025, with online sales accounting for ~59.2% of retail volume.
- Key trends shaping the market include:
- Rising demand for 5G-enabled smartphones
- A shift toward mid-range devices offering premium specs at better prices
- Growing interest in sustainable and eco-friendly models
Local Dutch Brands & Ethical Alternatives
- Fairphone, based in Amsterdam, is a notable Dutch smartphone manufacturer focused on sustainability, modular design, and long-term software support.
- Its latest model, the Fairphone 6, offers seven years of Android updates, eight years of security patches, and comes with a five-year warranty—earning it widespread recognition as a leading ethical device.
- A luxury niche: Bellperre, also from the Netherlands, develops exclusive, leather-based handcrafted phones using materials like gold, hardwood, and sapphire—though its presence is highly niche.
Snapshot: Smartphone Market in the Netherlands
| Topic | Insights |
|---|---|
| Top Brands | Apple (~38%), Samsung (~37%), followed by Xiaomi, Oppo, Google |
| OS Usage | Android (~79%) dominant; iOS (~21%) |
| Penetration Level | Very high—over 96% smartphone usage among populace |
| Purchase Trends | Growth in online buying; appeal for 5G, mid-range, eco-friendly phones |
| Dutch Innovation | Fairphone (modular, sustainable); Bellperre (luxury, handcrafted) |
