Europe’s Smartphone Shipments Rise 2% in Q1 2026 but Outlook Turns Negative for the Year

Omdia’s Q1 2026 European smartphone shipment figures

In the first three months of 2026, 33 million smartphones were shipped across Europe (Russia excluded), according to research firm Omdia. That represents a 2 % increase over Q1 2025, a modest gain in a market that many expected to contract.

Who moved the needle?

Rank	Brand	Units shipped	YoY change
1	Samsung	12.6 M	+3 %
2	Apple	8.8 M	+8.8 %
3	Xiaomi	4.5 M	–15 %
4	Motorola	1.9 M	+17 %
5	Oppo	1.3 M	+9 %
—	Honor	–	+60 %

Samsung reclaimed the top spot with a modest rise, despite a delayed launch of the Galaxy S26 series and the Galaxy A line‑up. The late‑arriving flagships kept the brand’s premium volume low, but the budget‑friendly Galaxy A16 4G performed well enough to push the total up.

Apple stayed in second place, helped by the release of the iPhone 17 family. The new iPhone 17, iPhone 17 Pro and iPhone 17 Pro Max drove the 8.8 % growth, while the iPhone 15 and the newly introduced iPhone 16e kept the company competitive in the mid‑range segment.

Xiaomi saw a sharp 15 % decline overall, but its flagship 17 series and the premium 15T line recorded record demand, indicating that the brand’s high‑end portfolio can still attract buyers.

Motorola benefited from stronger sales in Spain and Portugal, posting a 17 % jump. Oppo grew 9 % thanks to gains in France, Romania and Poland, yet it faces stiff competition from Honor, which surged 60 % year‑over‑year.

Price pressure and premium shift

Runar Bjorhovde, Principal Analyst at Omdia, highlighted that the average selling price (ASP) of European smartphones reached a new high of €580 in Q1 2026. The rise is linked to a shrinking share of sub‑€200 devices, which fell to just 25 % of total shipments. This premium tilt reflects both consumer willingness to spend on higher‑spec phones and manufacturers’ strategic focus on higher‑margin models.

Outlook for the rest of 2026

Even with a solid start, Omdia projects a 12 % decline in total European shipments for the full year. The analysts expect most of the contraction to occur in the second half, as seasonal demand eases and macro‑economic headwinds persist. The forecast suggests that the market will revert to a more typical post‑holiday slowdown, amplified by tighter consumer budgets.

What the numbers mean for consumers and the ecosystem

• Device lock‑in: With premium devices dominating, carriers and OEMs are more likely to bundle services such as eSIM, extended warranties, and bundled accessories. Users should compare long‑term costs, not just the upfront price.
• Software updates: Higher‑priced flagships usually receive longer software support windows. Samsung’s Galaxy S26 line, despite its late launch, is expected to get four years of Android updates, while Apple’s iPhone 17 series will continue receiving iOS updates through at least 2030.
• Mid‑range competition: Apple’s iPhone 16e and Samsung’s Galaxy A16 4G show that manufacturers are still investing in affordable options. Buyers looking for a balance of price and performance should keep an eye on these models as they often receive security patches for several years.
• Regional availability: The strong performance of Honor in several markets underscores the importance of checking local carrier offerings. Some brands may release region‑specific variants that include features like dual‑SIM or specific radio bands.

Pricing snapshot (European retail)

Model	Storage	Price (EUR)
Samsung Galaxy S26 Ultra 5G	256 GB	934.99
Samsung Galaxy S26 Ultra 5G	512 GB	1,099.00
Apple iPhone 17	256 GB	699.00
Apple iPhone 17	512 GB	1,014.65
Xiaomi 17 Ultra 5G	512 GB	1,249.00
Xiaomi 17 Ultra 5G	1 TB	1,873.85

These figures illustrate how quickly the ASP can climb when flagship devices dominate the shelf.

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For a deeper dive into Omdia’s methodology, see the full research report.