Samsung emerged as the leading smartphone brand in Europe during the first quarter of 2026, selling 12.6 million Galaxy phones and achieving a 38% market share, the highest in several years. Despite the later-than-usual launch of the Galaxy S26 series, Galaxy A37, and Galaxy A57, the company saw strong sales, with the Galaxy A16 4G proving particularly popular among consumers.
Apple, typically the leader in fourth-quarter smartphone sales, fell to second place with a 26% market share in Q1 2026. However, its sales were 8.8% higher compared to the same period in 2025, with the iPhone 17 series and earlier models like the iPhone 15 and iPhone 16e maintaining strong demand.
Xiaomi secured the third spot in the European market but faced a 15% decline from Q1 2025, shipping approximately 4.5 million phones. Despite this, premium models like the Xiaomi 17 and Xiaomi 17 Ultra, along with the Xiaomi 15T series, remained popular.
Motorola recorded a 17% year-over-year increase, shipping 1.9 million smartphones, with notable growth in Portugal and Spain. OPPO also experienced growth, increasing shipments by 9% to around 1.3 million phones, gaining popularity in France, Romania, and Poland.
