Europe’s smartphone market excluding Russia recorded resilient growth during the first quarter of 2026 despite mounting supply-side pressures, higher component costs, and increasing concerns about future device shortages. According to the latest research from Omdia, smartphone shipments in Europe rose 2 percent year-on-year to 33.0 million units in Q1 2026, supported by healthy replacement demand and aggressive inventory frontloading by channel partners.
The regional smartphone market continued to benefit from consumers upgrading their devices even as vendors reduced promotional discounts compared to previous years. Retailers and distribution partners also accelerated inventory purchases in anticipation of worsening supply constraints and future price increases, Omdia report indicated.
Samsung Retains Leadership in Europe Smartphone Market
Samsung Electronics maintained its position as Europe’s largest smartphone vendor during Q1 2026 after growing shipments 3 percent to 12.6 million units. Samsung’s performance was largely supported by strong sales of the Galaxy A16 4G smartphone, where effective discounting helped offset weaker momentum linked to delayed launches of the Galaxy S26, Galaxy A57, and Galaxy A37 models.
Apple delivered one of the strongest performances among major vendors, with iPhone shipments increasing 9 percent to 8.8 million units. Demand for the iPhone 17 series remained robust across Europe, while Apple also strengthened its mid-range portfolio through the iPhone 15 and iPhone 16e. Omdia noted that Apple achieved this growth despite offering fewer and lower discounts than in previous years, highlighting continued premium consumer demand.
Xiaomi Faces Shipment Decline but Premium Sales Surge
Xiaomi remained Europe’s third-largest smartphone vendor, although shipments declined 15 percent year-on-year to 4.5 million units. The company was more directly impacted by supply-side challenges compared with rivals.
Despite lower shipment volumes, Xiaomi recorded strong value growth as its average selling price increased 21 percent from Q1 2025 levels. The premium-focused Xiaomi 17 and 15T series delivered record performance, particularly in key European markets including France, Germany, and Spain. The stronger premium mix helped Xiaomi improve profitability despite shipment declines.
Motorola, OPPO, and HONOR Deliver Strong Growth
Motorola posted 17 percent shipment growth to 1.9 million units in Europe during Q1 2026. The company benefited from rapid expansion in Spain and Portugal while continuing to strengthen its presence in France and Italy.
OPPO increased shipments 9 percent to 1.3 million units, supported by its renewed momentum in France and further expansion in Romania and Poland. Omdia said OPPO is restructuring its European operations after bringing both realme and OnePlus under its broader strategic umbrella to optimize portfolio positioning and improve competitiveness.
HONOR emerged as the fastest-growing major smartphone vendor in Europe during the quarter, with shipments rising more than 60 percent year-on-year. HONOR’s rapid expansion was driven by an increasingly broader portfolio targeting lower price tiers and mass-market consumers.
Europe Smartphone ASP Hits Record €580
Omdia revealed that Europe’s smartphone average selling price surged to a record €580 during Q1 2026. The increase was largely driven by tightening availability of entry-level smartphones priced below €200. Devices in this price category accounted for only 25 percent of total smartphone shipments during the quarter, marking an all-time low share.
At the same time, premium smartphone demand remained resilient due to Apple’s strong performance and growing consumer interest in high-end devices. Vendors and channel partners are increasingly shifting focus from shipment volume toward profitability and sustainable operations.
Runar Bjorhovde, Principal Analyst at Omdia, said many smartphone brands that traditionally focused on entry-level devices are now prioritizing mid-range and premium segments to attract upgrade-ready consumers who are less sensitive to pricing pressures.
Europe Smartphone Market Outlook Turns Bearish for 2026
Despite stronger-than-expected performance in Q1 2026, Omdia warned that the outlook for Europe’s smartphone market remains challenging due to escalating memory supply shortages and rising component costs.
Omdia forecasts smartphone shipments into Europe to decline 12 percent during 2026, with most of the weakness expected in the second half of the year. Inventory levels are likely to remain elevated in the near term as vendors and distributors continue precautionary stockpiling ahead of potential price hikes.
However, Omdia expects a market correction once memory pricing stabilizes and channel partners begin reducing excess inventory. The research firm added that smartphone vendors must remain agile while continuing to focus on attracting end-users and strengthening long-term brand positioning in an increasingly competitive European market.
RAJANI BABURAJAN