Yesterday was Samsung’s big day. One in which he presented his new Samsung Galaxy S26, Galaxy S26+ and Galaxy S26 Ultra. The company focused the event on news and collaborations with large AI companies, as well as high-end hardware.
Although the big conversation was on its mobile phones, Samsung had already won since the beginning of the week. There is no way that anyone sells more phones than the Korean company in Europe.
Unstoppable. The iPhone is one of the best-selling mobile phones in the world, but even that is not enough for Apple to smile in global photography. Samsung once again put its Galaxy A in first place on the podium, specifically the A56 5G. A mobile that has sold more units than all recent iPhones.
The cast. Samsung ranked number one in European sales according to Omdia data, with 46.6 million units sold. The manufacturer’s market share rises from 34 to 35%, helped by the aggressive pricing strategy with the Samsung Galaxy A16 and the demand for the Galaxy A56.
Apple grows. Apple, which shipped 36.9 million iPhones in Europe, is growing 6% year-on-year, with a record market share in Europe of 27%. The family iPhone 16 had a sustained demand, and the iPhone 17 Pro Max It has had an enviable reception from premium mobile buyers.
The rest. Xiaomi maintained third place with 21.8 million shipments, slightly decreasing its annual sales volume. For its part, Motorola decreased its share by 5%, followed by Honor, which maintains fifth European position.
But globally… The Samsung – Apple pulse has been getting worse quarter by quarter. Q4 2025 closed with Apple leading a 25% global share, compared to Samsung’s 18%. However, in the first quarters of the year, Samsung usually accelerates and takes first place at the start of the year.
2026. This will be a year of complete shakeup in the tech industry.
The changes in strategy carried out by Samsung and Apple will be decisive for the chair dance to continue.
Image | Xataka
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