Smartphone Market: +2% in Europe in Q1 2026, Samsung and Apple Dominate, Record Growth for Motorola

The smartphone market in Europe closed the first quarter of 2026 positively, but sales are expected to plummet in the following quarters of the year. Meanwhile, Samsung and Apple continue to dominate sales, as confirmed by the new report from Omdia.

Data from the First Quarter of 2026

During the first three months of the year, shipments of new smartphones in Europe increased by 2% year-on-year. Estimates for 2026, considered as an overall annual figure, are very negative, with a predicted decline of 12%.

Another interesting data point concerns the average selling price. According to Runar Bjorhovde, Senior Analyst at Omdia, in Europe:

"The average selling price (ASP) of smartphones reached a record level of 580 euros in the first quarter of 2026. This was largely due to the decreased availability of devices priced under 200 euros, which represented a historic low of just 25% of shipments."

Meanwhile, Samsung confirms its market leadership with 12.6 million units shipped in the first quarter and a 3% year-on-year increase, despite the delayed launch of the Galaxy S26 and mid-range Galaxy A line. For the Korean company, the market share stands at 38%.

In second place is Apple, which holds a 26% market share, with a total of 8.8 million units shipped and an 8.8% year-on-year increase, thanks to strong demand for the iPhone 16.

Third place goes to Xiaomi, with a market share of 14% and a total of 4.5 million units shipped, reflecting a 15% year-on-year decline.

Motorola comes in fourth, achieving 1.9 million units shipped, with a 17% year-on-year increase and a market share now at 6%. With a 4% market share, we find OPPO, which is up by 9%, and HONOR, which reports a 60% increase.