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Events / Business / Europe Smartphone Market Grows 1Q26
Business market analysis

Europe Smartphone Market Grows 1Q26

Analysis based on 6 articles · First reported May 26, 2026 · Last updated May 27, 2026

Sentiment
20
Attention
4
Articles
6
Market Impact
Direct
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Market Impact

The European smartphone market's resilience and growth in 1Q26, despite rising costs and bottlenecks, indicates healthy consumer demand. However, the bearish outlook for 2H26 due to memory bottlenecks and anticipated market correction could negatively impact smartphone vendors like Samsung Electronics, Apple Inc., and Xiaomi, potentially affecting their stock performance.

Technology Telecommunications
Event Summary

Omdia's latest research indicates that Europe's smartphone market (excluding Russia) grew 2% to 33.0 million units in 1Q26, demonstrating resilience amidst increasing supply-side costs and potential availability bottlenecks. This growth was fueled by healthy end-user demand and channel frontloading. Key vendors like Samsung Electronics and Apple Inc. saw growth, with Samsung Electronics being the largest vendor and Apple Inc. benefiting from strong iPhone 17 series demand. Xiaomi experienced a decline in shipments but an increase in average selling price. Lenovo — Motorola Mobility, Oppo, and Honour also showed growth, with Honour being the fastest-growing. The average-selling-price of smartphones in Europe reached a record-high of €580. Despite the positive 1Q26, Omdia forecasts a 12% decline in shipments for 2026, primarily in the second half, due to a worsening memory bottleneck, suggesting an inevitable market correction.

Key Actions
90 Omdia published research
80 Samsung Electronics grew
80 Apple Inc. grew
70 Xiaomi declined
70 Runar Bjorhovde commented
60 Lenovo — Motorola Mobility grew
60 Oppo grew
60 Honour increased shipments
Entities Involved
priv
Omdia
Omdia is the research and advisory group that published the report on the European smartphone market, providing key insights and forecasts.
Importance 90 Sentiment 50
loc
Europe
Europe is the geographical market under analysis, showing resilience in its smartphone market despite challenges.
Importance 90 Sentiment 20
stock
Samsung Electronics
Samsung Electronics was Europe's largest smartphone vendor in 1Q26, growing 3% to 12.6 million units, despite delays in some product launches.
Importance 80 Sentiment 30
stock
Apple Inc.
Apple Inc. grew 9% to 8.8 million iPhones, driven by strong demand for its iPhone 17 series and wider mid-range coverage.
Importance 80 Sentiment 40
stock
Xiaomi
Xiaomi retained third place despite a 15% decline in shipments due to supply-side difficulties, but its ASP grew 21%.
Importance 70 Sentiment 10
per
Runar Bjorhovde
Runar Bjorhovde, Principal Analyst at Omdia, provided expert commentary and analysis on the European smartphone market trends and forecasts.
Importance 70 Sentiment 50
subs
Lenovo — Motorola Mobility
Lenovo — Motorola Mobility grew 17% to 1.9 million units, driven by rapid expansion in Spain and Portugal.
Importance 60 Sentiment 30
priv
Oppo
Oppo grew 9% to 1.3 million units, largely due to its comeback in France and growth in other European countries.
Importance 60 Sentiment 20
priv
Honour
Honour was the fastest-growing vendor among the largest players, with shipments increasing more than 60% compared to 1Q25.
Importance 60 Sentiment 40
cnt
France
France is mentioned as a key market for premium sales for Xiaomi and a comeback market for Oppo.
Importance 20 Sentiment 0
cnt
Germany
Germany is mentioned as a key market for premium sales for Xiaomi.
Importance 20 Sentiment 0
cnt
Spain
Spain is mentioned as a key market for premium sales for Xiaomi and a region of rapid expansion for Lenovo — Motorola Mobility.
Importance 20 Sentiment 0
stock
Informa TechTarget
Informa TechTarget is the parent company of Omdia, the technology research and advisory group.
Importance 10 Sentiment 0
cnt
Russia
Russia is explicitly excluded from the European smartphone market analysis.
Importance 10 Sentiment 0
loc
Portugal
Portugal is mentioned as a region of rapid expansion for Lenovo — Motorola Mobility.
Importance 10 Sentiment 0
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