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In the first quarter of 2026, the European smartphone market demonstrated dynamics that exceeded the expectations of many analysts. According to Omdia, a research company, shipments grew by 2% and reached 33.1 million devices. However, to understand the true processes in the industry, it is necessary to look deeper than the surface statistics.
Several important factors have contributed to this situation. Despite the active discussions about the shortage and difficulties with the supply of RAM, the market showed unexpected growth. This potential threat has now been transformed into a driving force, as distributors and retailers have begun to stockpile products in advance in an effort to protect themselves from future risks.
In addition, customer demand remained at a consistently high level, and logistics channels operated smoothly. The low comparison base also had an additional impact, as the same period in 2025 was extremely unsuccessful due to an excess of unsold goods remaining in retail chains at the end of 2024.
Among the key manufacturers, Samsung Electronics retained its leadership, increasing sales by 3%, which allowed it to ship 12.6 million mobile phones. The main driver for the increase in volumes was the affordable Galaxy A16 4G model, which was sold at a discount. This helped to offset the decline caused by the delayed release of the new Galaxy S26, A57 and A37 models.
Apple took the second place, showing an increase of 9% and selling 8.8 million iPhones. The steady demand for the new iPhone 17 generation was supported by the brand’s wider presence in different price categories thanks to the previous iPhone 15 and 16e lines. It is noteworthy that the American corporation achieved this result in the face of a decrease in the number and size of discounts compared to previous years. Xiaomi Technology, on the other hand, recorded a significant decline – its figures fell by 15%, stopping at 4.5 million devices. It was this company that suffered the biggest losses due to logistical problems and component failures. At the same time, the brand was able to maintain financial stability due to a 21% increase in the average cost of a gadget. The key sources of profit for the company were the 15T and 17 series models, which were particularly successful in the markets of France, Germany, and Spain.
Motorola Mobility, which is owned by Lenovo, showed excellent results. The brand increased its presence by 17%, shipping 1.9 million units to consumers. This was facilitated by the rapid market conquest in the Iberian Peninsula, as well as systematic progress in France and Italy. The manufacturer has high hopes for the upcoming sponsorship of the FIFA World Cup to be held this summer, hoping to attract a new audience and win additional positions in retail chains.
OPPO also regained its positive momentum, with its combined figures for the realme and OnePlus sub-brands up 9% to 1.3 million units. The main factor behind the recovery was a successful return to the French market, as well as strengthening its positions in Poland and Romania. The company is currently transforming its business, focusing on the long-term perspective and developing three brands in a single basket. HONOR recorded the highest growth rate among industry leaders. The company increased its sales by more than 60% compared to the beginning of 2025, which was facilitated by a significant upgrade and strengthening of its device lineup in more affordable price segments.
The pricing situation on the continent also set a new historical record. The average retail price of a smartphone in Europe reached an unprecedented €580 in the quarter. The main reason for this is the acute shortage of phones under €200, whose market share fell to the lowest level on record. At the same time, the expensive premium segment showed excellent resilience, with Apple products playing a key role. Despite the general upward trend in the price of technology, which was most noticeable for Samsung when comparing its new models with previous generations, end users have so far hardly felt this financial burden. However, a wave of price list adjustments hit retailers immediately after the end of the reporting period. The strategy of both the manufacturers and their commercial partners has now changed significantly. Instead of increasing gross sales, the priority is to achieve high margins, which is critical for maintaining financial results and operational stability of the business.
There is a logical explanation for the process of building up higher inventories. It is partly driven by the brands themselves, who assure their partners that they have the necessary quantity of goods in stock and are ready to guarantee current prices, while future conditions remain unknown. But to complete the picture, the specifics of the European region should be taken into account. The three leading corporations control almost 80% of the market. As a result, competition within each country between local retailers and distributors is much tougher than the direct rivalry between tech giants. It is the desire to get ahead of local competitors that makes retailers purchase large batches of mobile devices in advance for reinsurance.
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