Europe shipped 33 million smartphones in Q1 2026, a modest 2% rise over the same quarter last year, according to Omdia. Samsung reclaimed the top spot with 12.6 million units, though delayed launches of the Galaxy S26 lineup and the A57 held back momentum. The Galaxy A16 4G proved the bright spot.

Apple slipped to second with 8.8 million phones, up 8.8%, riding strong demand for the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max, plus mid-range sales from the iPhone 15 and 16e. Xiaomi dropped 15% to 4.5 million despite record demand for the Xiaomi 17 and 17 Ultra. Motorola grew 17% to 1.9 million, while Honor surged 60%.

The real story is price. The average selling price hit a record €580 as devices under €200 fell to just 25% of shipments. Omdia forecasts a 12% drop for full-year 2026, with most of that decline coming in the second half.