Jenith
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Samsung topped the European smartphone market in the first quarter of 2026 by selling 12.6 million Galaxy phones. According to data from market research firm Omdia, the company captured a 38% market share, its highest level in several years.
Despite launching the Galaxy S26 series, Galaxy A37, and Galaxy A57 later than usual compared to previous years, Samsung still managed strong sales during Q1 2026. Omdia claims that the Galaxy A16 4G was especially popular among buyers during the quarter.
https://www.imeisource.com/wp-content/uploads/2026/05/Samsung-Smartphone-Market-Share-Europe-Q1-2026-Omdia.png
European smartphone market share for each brand in Q1 2026 – Source: Omdia
Apple, which typically leads smartphone sales during the fourth quarter each year, dropped to second place in Q1 2026. Its market share declined to 26% during the period.
Despite that decline, Appleâs sales were reportedly 8.8% higher compared to Q1 2025. The iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max have reportedly been popular since launch. The iPhone 15 and iPhone 16e also continued to see strong demand.
Xiaomi ranked third in the European smartphone market but experienced a 15% decline compared to Q1 2025. The company shipped around 4.5 million phones during the quarter.
However, premium devices such as the Xiaomi 17 and Xiaomi 17 Ultra, along with flagship killer models like the Xiaomi 15T and Xiaomi 15T Pro, reportedly remained popular among consumers.
Motorola shipped 1.9 million smartphones during Q1 2026, recording a 17% year-over-year increase. The company reportedly saw stronger sales growth in Portugal and Spain.
OPPO grew its shipments by 9% and shipped around 1.3 million phones. The brand has reportedly become increasingly popular in France, Romania, and Poland.
HONOR also continued its rapid growth, reaching a 6% market share after recording 60% year-over-year growth compared to Q1 2025.
Despite launching the Galaxy S26 series, Galaxy A37, and Galaxy A57 later than usual compared to previous years, Samsung still managed strong sales during Q1 2026. Omdia claims that the Galaxy A16 4G was especially popular among buyers during the quarter.
https://www.imeisource.com/wp-content/uploads/2026/05/Samsung-Smartphone-Market-Share-Europe-Q1-2026-Omdia.png
European smartphone market share for each brand in Q1 2026 – Source: Omdia
Apple, which typically leads smartphone sales during the fourth quarter each year, dropped to second place in Q1 2026. Its market share declined to 26% during the period.
Despite that decline, Appleâs sales were reportedly 8.8% higher compared to Q1 2025. The iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max have reportedly been popular since launch. The iPhone 15 and iPhone 16e also continued to see strong demand.
Xiaomi ranked third in the European smartphone market but experienced a 15% decline compared to Q1 2025. The company shipped around 4.5 million phones during the quarter.
However, premium devices such as the Xiaomi 17 and Xiaomi 17 Ultra, along with flagship killer models like the Xiaomi 15T and Xiaomi 15T Pro, reportedly remained popular among consumers.
Motorola shipped 1.9 million smartphones during Q1 2026, recording a 17% year-over-year increase. The company reportedly saw stronger sales growth in Portugal and Spain.
OPPO grew its shipments by 9% and shipped around 1.3 million phones. The brand has reportedly become increasingly popular in France, Romania, and Poland.
HONOR also continued its rapid growth, reaching a 6% market share after recording 60% year-over-year growth compared to Q1 2025.