Europe’s smartphone market grew 2% year-over-year to 33 million units in Q1 2026, according to Omdia, driven by strong consumer demand and inventory stockpiling by retailers.
Samsung remained the market leader with 12.6 million shipments, up 3%, helped by strong Galaxy A16 4G sales despite delayed launches of key models. Apple posted 9% growth to 8.8 million iPhones thanks to strong iPhone 17 demand and broader mid-range offerings. Xiaomi stayed in third place but shipments fell 15% due to supply issues, although its premium device sales boosted average selling prices.
Motorola and OPPO both saw solid growth, while HONOR became the fastest-growing major brand with shipments rising over 60%.
Omdia noted that Europe’s smartphone average selling price hit a record €580 as cheaper devices became less available and vendors increasingly focused on premium models. Despite the strong start to the year, Omdia expects Europe’s smartphone shipments to decline 12% in 2026 due to worsening memory supply bottlenecks and expected price increases later in the year.
Source: Omdia
