Europe’s smartphone market returned to growth in the first quarter of 2026 despite rising component costs and ongoing supply chain pressures. According to market research firm Omdia, smartphone shipments across Europe, excluding Russia, increased by 2% year-on-year to 33.0 million units.
Steady Growth Amid Market Pressures
Demand remained stable during the quarter, supported in part by channel inventory build-ups as vendors prepared for potential increases in component costs and supply constraints. Manufacturers are also facing rising input costs and concerns about component availability later in the year.
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Vendor Performance: The Front Line Of Competition
Samsung retained its position as Europe’s largest smartphone vendor, increasing shipments by 3% year-on-year to 12.6 million units. Omdia attributed part of the growth to strong sales of the Galaxy A16 4G and promotional activity across key markets. Apple recorded 9% shipment growth, reaching 8.8 million units, supported by demand for the iPhone 17 series and continued expansion across multiple price segments.
Differentiated Strategies Among Leading Brands
Xiaomi’s shipments declined by 15% to 4.5 million units, reflecting supply constraints during the quarter. At the same time, the company reported a 21% increase in average selling prices, driven by stronger performance in higher-end devices across France, Germany and Spain. Motorola increased shipments by 17% to 1.9 million units, while OPPO recorded 9% growth to 1.3 million units as it expanded its presence in France and Eastern Europe. HONOR posted the fastest growth among major vendors, with shipments increasing by more than 60% following its expansion into lower-priced segments.
Channel Dynamics And Supply Chain Risks
According to Omdia principal analyst Runar Bjorhovde, channel inventory growth contributed to first-quarter performance as retailers and distributors increased stock levels during an active device replacement cycle. However, manufacturers continue to monitor rising component costs, particularly in the memory segment, which could affect pricing and supply conditions later in the year.
Looking Ahead: Navigating A Cautious Outlook
Although first-quarter results exceeded expectations, Omdia expects smartphone shipments in Europe to decline by 12% over the remainder of 2026. The research firm also expects inventory levels to remain elevated as vendors seek to protect themselves against future cost increases and potential supply disruptions. Recent market trends indicate that several manufacturers are placing greater emphasis on higher-value devices, reflecting a broader shift toward premium segments across the European smartphone market.
