Europe’s smartphone market suffered another difficult quarter, but Apple emerged as a major winner. The iPhone maker increased its shipment share sharply and pulled level with longtime market leader Samsung.
European smartphone shipments fell 10% year over year during the second quarter of 2026. Vendors shipped about 35 million devices, marking Europe’s weakest second quarter in three years.
Apple Makes a Major Market Share Gain
Despite the wider decline, Apple increased its European market share from 25% in Q2 2025 to 34% in Q2 2026. Meanwhile, Samsung moved from 31% to 34%, leaving the two companies tied at the top.
Other major smartphone makers lost ground. Xiaomi fell from 19% to 15%, while OPPO dropped from 6% to 4%. HONOR slipped from 4% to 3%. Combined shipments from other brands also declined from 14% to 11%.
The chart on page two highlights the shift clearly. Apple gained nine percentage points in one year, while Samsung added three points despite the shrinking overall market.
Economic Pressure Changes Buying Habits
According to the report, economic uncertainty has made European consumers more cautious about discretionary purchases. At the same time, manufacturers appear to have reduced promotions to protect profit margins.
However, Western Europe performed relatively better. Counterpoint Research associate director Jan Stryjak credited Apple’s strong quarter and Samsung’s modest growth with helping soften the regional decline.
Premium smartphone demand also continues to rise across Western Europe. Therefore, that trend may favor Apple, which has built much of its business around higher-priced devices. In Eastern Europe, however, consumers show greater interest in lower-cost Chinese smartphones.
Apple Could Keep Its Momentum
Supply pressures remain another challenge. The report says smartphone inventories are running low across Europe amid component price increases and the global chip shortage.
Still, the outlook presented in the document favors Apple over many rivals. If premium-device demand remains strong, Apple could strengthen its position further in Europe.
For now, Apple’s rise to a 34% share shows that even a contracting smartphone market can create opportunities for brands that attract premium buyers.
