Omdia’s latest research reveals that Europe’s smartphone market (excluding Russia) grew 2% to 33 million units in the first quarter of 2026.
Apple grew 9% to 8.8 million iPhones, driven by robust iPhone 17 series demand in addition to benefiting from a wider mid-range coverage from the iPhone 15 and iPhone 16e. However, Apple’s strong results came despite lower and fewer discounts than in previous years, notes Omdia.
Samsung was Europe’s largest vendor as it grew 3% to 12.6 million units. Effective discounting of the Galaxy A16 4G helped Samsung boost volume, offsetting declines related to the delayed launch of the Galaxy S26, A57 and A37, according to Omdia.
Demand remains healthy in Europe’s smartphone market as shipments were boosted by the ongoing replacement wave alongside channel partners expanding their inventories said Runar Bjorhovde, Principal Analyst at Omdia.
“The average-selling-price (ASP) of smartphones in Europe surged to a record-high level of €580 in the first quarter of 2026,” he added. “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. Additionally, the high-end remained resilient thanks to Apple’s growth.”
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