Samsung has kicked off 2026 with one of its strongest performances in Europe in recent years. According to data from market research firm Omdia, Samsung shipped 12.6 million Galaxy devices in the first quarter of 2026, capturing a 38% market share across the European smartphone market its highest level in several years. The result puts Samsung comfortably ahead of Apple, which had held the top spot in Europe during Q4 2025.
The Numbers in Full Europe Q1 2026 Smartphone Market
The European smartphone market grew modestly by 2% in Q1 2026, reaching approximately 33 million total units shipped. Despite rising supply-side costs and growing concerns around memory chip availability, demand remained stable, driven by an ongoing device replacement wave and channel partners expanding their inventories.
Here is how the top six brands ranked:
Samsung led with 12.6 million units and a 38% market share, up 3% year over year. Apple came second with 8.8 million units and a 26% share, up 9% year over year. Xiaomi ranked third with 4.5 million units and a 14% share, though it fell 15% year over year. Motorola placed fourth with 1.9 million units, recording 17% year-over-year growth with particularly strong performance in Portugal and Spain. OPPO ranked fifth with approximately 1.3 million units, growing 9% year over year with increased popularity in France, Romania, and Poland. HONOR placed sixth but recorded the fastest growth of any major vendor shipments surged more than 60% compared to Q1 2025.
What Drove Samsung's Strong Performance?
What makes Samsung's Q1 2026 result particularly impressive is the context in which it was achieved. The Galaxy S26 series, the Galaxy A37, and the Galaxy A57 all launched later in the quarter than Samsung's devices typically arrive. Despite those delayed launches limiting early sales momentum, Samsung still managed to grow its market share significantly.
The key driver was the Galaxy A16 4G budget-friendly device that proved especially popular among European buyers during the quarter. This highlights a consistent strength in Samsung's strategy: the ability to compete and win across both the premium flagship segment and the affordable mid-range tier simultaneously, giving the brand a much broader addressable market than competitors focused primarily on one price bracket.
Apple Held Second But Still Grew
Apple's 26% market share in Q1 2026 represents a step back from the dominant position it held in Q4 2025, which is typical given that the holiday quarter reliably boosts iPhone sales. Despite dropping to second place, Apple's shipments were actually 9% higher compared to Q1 2025, with the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max all performing well since their launch.
HONOR The Brand to Watch
While Samsung and Apple dominate the headlines, HONOR's 60%+ year-over-year growth in Q1 2026 is arguably the most significant underlying story in the European market right now. The brand has climbed to sixth place and is closing the gap on OPPO in fifth. If this trajectory continues, HONOR will be a meaningful disruptor in Europe's mid-range segment over the coming quarters.
What the Rest of 2026 Could Look Like
Omdia's outlook for the remainder of 2026 is cautious. Analysts forecast European smartphone shipments to decline by 12% across the full year, with the majority of that decline expected in the second half as rapidly escalating memory chip costs put pressure on both pricing and margins. The first quarter overdelivered relative to expectations, but the tailwinds that supported it replacement demand and channel inventory expansion may not persist.
For Samsung, maintaining its position through the second half will depend on how well the Galaxy S26 lineup builds momentum and whether the Galaxy A and Z series can continue to attract buyers at their respective price points in an increasingly cost-sensitive market.
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