According to the report, 33.0 million smartphones were shipped in Europe (except Russia) in the first three months of 2026. Omdiya. That’s a 2% increase compared to the first quarter of last year, but there are troubles ahead, analysts say.
33 million smartphones shipped to Europe in first quarter of 2026
First, the good news. Samsung regained its #1 position with 12.6 million smartphones (+3%). Shipments were weaker due to the Galaxy S26, S26+ and S26 Ultra flagships launching later than usual this year. The Galaxy A57 and A37 were also delayed. However, the Galaxy A16 4G proved to be quite popular.
Apple dropped to #2 due to the timing of its product launch cycles – it peaks in the fourth quarter. Still, led by strong demand for new models like the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max, the company shipped 8.8 million phones, an increase of 8.8% from the year-ago quarter. Apple’s affordable offerings including the iPhone 15 and 16e helped the mid-range segment.
Samsung and Apple swap places at the top
Xiaomi experienced a 15% decline and shipped only 4.5 million phones in Q1. However, the flagship Xiaomi 17 and 17 Ultra as well as the premium Xiaomi 15T and 15T Pro saw record demand. Omdiya.
Motorola is improving its fortunes – as it grew in Spain and Portugal, the company saw a 17% increase to 1.9 million units. Oppo grew 9% and shipped 1.3 million units, with growth in France, Romania and Poland.
However, Oppo will have to focus on its comeback as Honor has almost matched it – the brand has grown by 60% compared to the first quarter of last year.
“The average-selling-price (ASP) of smartphones in Europe rose to a record-high of €580 in 1Q26. This was mainly due to the low availability of devices costing less than €200, which were an all-time low of only 25% of shipments,” Runar Bjorhovde, Principal Analyst said Omdiya.
The average selling price of a new smartphone in Europe reached a record €580
Despite better-than-expected Q1, Omdiya Remains pessimistic – analysts forecast a 12% decline in shipments for all of 2026. However, most of this will happen in the second half of the year.
Samsung Galaxy S26 Ultra 5G
| 256GB 12GB RAM | ₹ 116,490 |
$1,049.99 |
| 512GB 12GB RAM | ₹ 138,999 |
$1,199.50 |
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apple iphone 17
| 256GB 8GB RAM | $721.71 |
€699.00 |
| 512GB 8GB RAM | $920.15 |
€1,014.65 |
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Xiaomi 17 Ultra 5G
| 512GB 16GB RAM | ₹ 139,997 |
€1,249.00 |
| 1 TB 16 GB RAM | €1,873.85 |
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