Samsung Electronics maintained its position as the top smartphone vendor in Europe by shipments, extending its market dominance through strong sales of budget devices despite an overall slowdown in demand.
European smartphone shipments excluding Russia totaled 134.2 million units last year, down 1% year-over-year, according to market research firm Omdia on the 23rd (local time). Weakened consumer sentiment, eco-design regulations, and mandatory USB-C charging port requirements were cited as factors contributing to market contraction.
Despite these headwinds, Samsung shipped 46.6 million units for the year, securing the top spot with a 35% market share. Sales slowed in the first half due to gaps in some budget model lineups, but the Galaxy A series launched in the second half drove a rebound.
The Galaxy A56 ranked as Europe's best-selling smartphone last year. The iPhone 16 followed, with the Galaxy A16 and iPhone Pro models also placing in the top tier. Analysts noted a clear trend of competitively priced models outperforming premium devices.
Apple also posted record results in Europe. Annual shipments rose 6% to 36.9 million units, capturing 27% market share. The increase was attributed to expanding iPhone replacement demand. The budget iPhone 16e absorbed demand from discontinued older models, driving performance.
Chinese vendors continued their pursuit. Xiaomi held third place with 21.8 million units shipped and 16% market share, supported by steady sales of its budget Redmi series. Motorola maintained fourth place with 7.7 million units. Honor entered the top ranks for the first time with 3.8 million units, boosted by expanded X series sales.
"In 2026, memory price fluctuations will be a key market variable," said Runar Bjorhovde, senior analyst at Omdia. "Depending on component supply conditions, how much priority manufacturers place on the European market will be crucial." He added, "Uncertainty over memory prices is making this year's market outlook even more difficult."