Europe’s smartphone market dropped to a three-year low in Q2 2026 with 35 million shipments, down 10% year over year. Despite the broader regional slump driven by economic pressure and component cost hikes, Apple increased its market share to tie with Samsung at 34%, according to Counterpoint Research.
The European smartphone industry experienced its weakest second quarter since 2023, as spiraling inflation, component price hikes, and regional conflicts weighed heavily on consumer demand. According to Counterpoint Research estimates, total shipments for the April through June period fell to 35 million units, marking a 10% decline compared to the same period in the previous year. Most major manufacturers witnessed contractions in their regional footprint as hesitant buyers pulled back on discretionary spending.
How Apple and Samsung Captured the Shrank Market
While the overall landscape contracted, the top tier of the market shifted dramatically. Both Apple and Samsung secured a 34% share of total European smartphone shipments, placing the two tech giants neck and neck.
Other major vendors faced declines across the board. Xiaomi dropped from 19% down to 15%, Oppo (incorporating OnePlus and Realme) fell from 6% to 4%, and Honor slipped to 3%. All other brands combined accounted for 11% of the market, down from 14% previously.
| OEM / Brand | Q2 2025 Share | Q2 2026 Share |
|---|---|---|
| Apple | 25% | 34% |
| Samsung | 31% | 34% |
| Xiaomi | 19% | 15% |
| Oppo (incl. OnePlus & Realme) | 6% | 4% |
| Honor | 4% | 3% |
| All Others | 14% | 11% |
Regional Divergence Between Western and Eastern Europe
The contraction was not felt evenly across the continent. Market conditions split sharply along regional lines, with Western Europe performing better than its eastern counterpart as premium device sales remained resilient.
Stryjak noted that a very impressive quarter by Apple alongside marginal growth from Samsung helped soften the downturn in the west. Across Western Europe, premium smartphone sales trended upward, directly benefiting Apple’s lineup. Conversely, Eastern Europe suffered a harsher blow as the budget segment took a significant downturn, driven by a regional preference for lower-end Chinese models.
Component Pressures and Industry Margins
Behind the shipment drops lie deeper supply chain and macroeconomic pressures. Manufacturers have reportedly cut back on promotions in an effort to protect their profit margins amidst a global chip shortage and mounting component costs. Analysts also pointed out that inventory levels are running low throughout Europe, setting the stage for further challenges in the budget segment.
Looking toward the remainder of the year, market watchers anticipate that Apple will continue to outperform its smartphone rivals. With Western European consumers leaning heavily toward high-end devices, attention is already turning toward upcoming hardware releases, including expectations surrounding high-tier additions slated for September 2026.
