Research firm Omdia reports that Europe's smartphone market, excluding Russia, shipped 33.1 million units in the first quarter of 2026, marking a 2% increase year-on-year. However, the standout figure is the average selling price, which reached a record €580, up sharply from €577 in the previous quarter and significantly above the €471 trough observed in early 2024.
Decline of budget devices drives price surge
The primary reason for this price increase is the dwindling availability of low-cost smartphones. Devices priced below €200 now account for just 25% of shipments, an all-time low. Brands are prioritizing margins over volume, leaving consumers with fewer affordable options.
Samsung leads, Apple grows without discounts
Samsung retained the top position with 12.6 million units shipped, capturing a 38% market share. However, the company relied heavily on discounts for the Galaxy A16 4G to offset delays in launching the Galaxy S26, A57, and A37 models. Apple saw a 9% growth, shipping 8.8 million iPhones, driven by the iPhone 17 series and older models like the iPhone 15 and 16e filling the mid-range segment, notably without deep discounting.
Xiaomi faces supply issues, shifts to premium
Xiaomi experienced a 15% decline in shipments, totaling 4.5 million units, due to supply-side difficulties. However, the company offset this volume drop by increasing its average selling price by 21%, with flagship models achieving record demand, particularly in France, Germany, and Spain.
Honor and others gain ground
Motorola grew 17% to 1.9 million units, driven by strong expansion in Spain and Portugal. OPPO climbed 9% to 1.3 million units, led by a comeback in France. Honor was the fastest-growing brand, surging over 60% by expanding into lower price tiers that larger players are vacating.
Memory shortage threatens future growth
Despite a strong quarter, Omdia warns that a worsening global memory component shortage could drag European shipments down by 12% over the full year, with most of the impact expected in the second half of 2026.
