European smartphone shipments reached 33.1 million units in the first quarter of 2026, according to new research from Omdia. While Samsung and Apple expanded their market share, Xiaomi remained the third-largest smartphone vendor in Europe despite facing supply-side pressure and a noticeable decline in unit shipments.
The latest market report highlights a major shift in the European smartphone industry. Consumers are increasingly moving toward premium and mid-to-high-end smartphones, pushing the average selling price (ASP) in Europe to a record €580 ($660). Xiaomi’s premium-focused strategy appears to be paying off, especially thanks to the strong performance of the Xiaomi 17 series and Xiaomi 15T series.
European smartphone market grows despite supply risks
According to Omdia’s Q1 2026 research, the European smartphone market excluding Russia grew by 2% year-over-year to 33 million units. The growth came despite increasing supply chain costs, memory price hikes, and broader supply instability.
Industry analysts say strong consumer demand and aggressive channel inventory preparation helped stabilize the market during the first quarter of the year.
Top smartphone brands in Europe – Q1 2026
- Samsung: 12.6 million shipments, 38% market share
- Apple: 8.8 million shipments, 26% market share
- Xiaomi: 4.5 million shipments, 14% market share
- Motorola: 1.9 million shipments
- OPPO: 1.3 million shipments
Samsung maintained its leading position with strong Galaxy A16 4G sales compensating for delays involving the Galaxy S26 series and several A-series devices.
Apple achieved 9% annual growth due to high demand for the iPhone 17 lineup and continued momentum from the iPhone 15 and iPhone 16e.
Xiaomi shipments declined, but premium strategy delivered strong results
Xiaomi’s European smartphone shipments dropped by 15% year-over-year to 4.5 million units during Q1 2026. However, the company still secured third place in the market.
More importantly, Xiaomi’s average selling price increased by 21% compared to the same period last year. Omdia attributes this improvement primarily to the success of the Xiaomi 17 series and Xiaomi 15T series in key European regions.
High-end Xiaomi smartphones reportedly performed particularly well in:
- France
- Germany
- Spain
This indicates that Xiaomi’s long-term transition from aggressive budget-focused competition toward premium flagship devices is continuing successfully across Europe.
Xiaomi’s premium expansion is reshaping its European business
The report also revealed that smartphones priced below €200 now account for only 25% of total European smartphone shipments — the lowest level ever recorded.
Omdia Principal Analyst Runar Bjorhovde explained that manufacturers are increasingly prioritizing profitability and sustainable business growth instead of focusing purely on shipment volume.
For Xiaomi, this strategy is becoming increasingly visible through:
- Higher-end flagship launches
- Stronger Leica-focused premium branding
- Expanded Xiaomi T series positioning
- Better ASP growth across Western Europe
The Xiaomi 15T series, which is expected to be closely related to the China-exclusive REDMI K90 Ultra platform, appears to have significantly strengthened Xiaomi’s premium image in global markets.
European smartphone market may slow later in 2026
Despite the stronger-than-expected Q1 performance, Omdia predicts that European smartphone shipments could decline by 12% during the full 2026 year.
The research firm cited several major concerns:
- Rising memory costs
- Ongoing supply chain volatility
- Inventory normalization in the second half of the year
- Reduced demand for entry-level devices
However, premium smartphones are expected to remain relatively resilient, especially for brands with strong ecosystem integration and loyal flagship consumers.
Although Xiaomi shipped fewer devices in Europe during Q1 2026, the company’s improving ASP and stronger premium positioning may ultimately prove more important for long-term profitability.
