33.0 million smartphones were shipped in Europe in the first three months of 2026, excluding Russia, up 2% year over year. Samsung regained the #1 position with 12.6 million units, aided by strong performance of the Galaxy A16 4G despite later-than-usual flagship and some midrange launches. Apple moved to #2 with 8.8 million shipments, supported by demand for iPhone 17 models and cheaper iPhone 15 and 16e options. Xiaomi declined 15% to 4.5 million, while Motorola increased 17% to 1.9 million and Oppo grew 9% to 1.3 million. Honor nearly matched Oppo with 60% growth. The average selling price reached a record €580 as devices under €200 fell to 25% of shipments.
"33.0 million smartphones were shipped in Europe (excluding Russia) in the first three months of 2026, reports Omdia. This is an increase of 2% compared to the first quarter last year, but there is trouble brewing ahead, say the analysts."
""The average-selling-price (ASP) 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% of shipments," said Runar Bjorhovde, Principal Analyst at Omdia."
"First, the good news. Samsung retook its #1 spot with 12.6 million smartphones (+3%). Shipments were weaker as the Galaxy S26, S26+ and S26 Ultra flagships launched later than usual this year. The Galaxy A57 and A37 were delayed as well. However, the Galaxy A16 4G proved to be quite popular."
"Apple fell to #2 due to the timing of its product launch cycle - it peaks in Q4. Even so, the company shipped 8.8 million phones, an increase of 8.8% compared to the year ago quarter, thanks to strong demand for new models like the iPhone 17, iPhone 17 Pro and iPhone 17 Pro Max. Apple's cheaper offerings including the iPhone 15 and 16e helped in the mid-range segment."
Read at GSMArena.com
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