Europe’s smartphone market saw modest growth in early 2026, even as analysts warn of challenges ahead. According to research firm Omdia, 33.0 million smartphones were shipped across the continent excluding Russia during the first quarter of the year. That represents a 2 percent increase compared to the same period in 2025. Yet despite the uptick, the outlook remains cautious.
Samsung reclaimed the top spot in the European market with 12.6 million devices shipped, a 3 percent rise. The company’s growth came despite delays to its flagship Galaxy S26 lineup, including the S26, S26+, and S26 Ultra. The Galaxy A57 and A37 models were also pushed back. Still, the budget-friendly Galaxy A16 4G proved to be a strong seller.
Apple slipped to second place, largely because its product launches typically peak in the fourth quarter. Even so, the company shipped 8.8 million iPhones in Q1, up 8.8 percent from a year earlier. Demand for the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max drove much of that growth. Lower-cost models like the iPhone 15 also helped Apple gain ground in the mid-range segment.
Xiaomi’s shipments fell 15 percent to 4.5 million units in Q1. For more context on this trend, see our analysis of the Xiaomi sees smartphone shipment dip in Q1 2026 despite rising average selling prices. Yet the company still saw record demand for its premium devices, including the Xiaomi 17, Xiaomi 17 Ultra, Xiaomi 15T, and Xiaomi 15T Pro, according to Omdia.
Motorola showed signs of recovery, with a 17 percent jump in shipments to 1.9 million units. Growth in Spain and Portugal helped fuel the increase. Oppo also posted a 9 percent rise, shipping 1.3 million phones, driven by strong sales in France, Romania, and Poland.
Honor nearly matched Oppo’s shipments, growing 60 percent compared to Q1 2025. The brand is quickly becoming a bigger player in Europe’s competitive smartphone market.
“The average-selling-price of smartphones in Europe surged to a record-high level of €580 in 1Q26. This was largely caused by lower availability of devices costing less than €200, which made up an all-time low of just 25 percent of shipments,” said Runar Bjorhovde, Principal Analyst at Omdia. This shift indicates that consumers are either holding onto devices longer or trading up to premium models as budget options become scarce.
Despite a stronger-than-expected start to the year, Omdia expects the full-year outlook to worsen. Analysts predict a 12 percent decline in shipments across 2026, with most of the drop likely to occur in the second half of the year.
Read more about the findings at Omdia’s report.
For consumers looking to upgrade, our 2026 smartphone buying guide highlights top picks across every budget. If you’re considering Xiaomi’s latest lineup, check out our review of the Xiaomi 17 Max, which features a 200MP main camera and an 8,000mAh battery. Apple users may also want to learn how to set up Apple Pay for easy mobile payments.
