Why Europe’s 10% Smartphone Slump Left Apple and Samsung in a Dead Heat

European smartphone shipments fell 10% year over year to an estimated 35 million units in the second quarter of 2026, marking the region's weakest April-to-June period since Q2 2023, according to Counterpoint Research. The research firm said higher component costs, fewer promotional offers and a difficult economic climate weakened demand.

The decline did not affect every brand equally. Counterpoint's data puts Apple and Samsung level at 34% of European smartphone shipments each. Combined, that is about 68% of the market, based on the reported shares. Xiaomi remained third at 15%, while Oppo and Honor accounted for 4% and 3%, respectively.

Counterpoint describes the result as a market split between comparatively resilient premium demand in Western Europe and a sharper budget-segment slowdown in Eastern Europe. That distinction matters because rising phone prices and fewer discounts tend to put greater pressure on lower-priced devices and the brands most exposed to those segments.

Table 1: Europe Smartphone Shipment Share by Brand

Brand or Group	Q2 2025 Share	Q2 2026 Share	Change in Share
Apple	25%	34%	+9% pts
Samsung	31%	34%	+3% pts
Xiaomi	19%	15%	-4% pts
Oppo, including OnePlus and realme	6%	4%	-2% pts
Honor	4%	3%	-1% pt
Other brands	14%	11%	-3% pts

Apple

Q2 2025 Share25%

Q2 2026 Share34%

Change+9% pts

Samsung

Q2 2025 Share31%

Q2 2026 Share34%

Change+3% pts

Xiaomi

Q2 2025 Share19%

Q2 2026 Share15%

Change-4% pts

Oppo (incl. OnePlus & realme)

Q2 2025 Share6%

Q2 2026 Share4%

Change-2% pts

Honor

Q2 2025 Share4%

Q2 2026 Share3%

Change-1% pt

Other Brands

Q2 2025 Share14%

Q2 2026 Share11%

Change-3% pts

Source: Counterpoint Research Market Monitor Q2 2026. Percentages may not add to 100 because of rounding.

Why This Matters

The headline figure is not simply a weaker quarter for phone makers. It shows how a shrinking market can still create winners and losers.

Apple's share rose by nine percentage points from the year-earlier quarter, while Samsung's share increased by three points. Counterpoint said Apple had a very strong quarter in Western Europe and Samsung posted marginal growth there. The research firm linked both companies' relative performance to a continuing shift toward premium smartphones.

The opposite dynamic played out more strongly in Eastern Europe. Counterpoint said the region's greater reliance on lower-end phones from Chinese manufacturers left it more exposed when budget segments were squeezed. Xiaomi, Oppo and Honor all lost share in the firm's comparison chart.

Shipment data should not be treated as the same thing as direct consumer sales in a quarter. It measures devices moving through the supply chain and into sales channels. Still, it is a widely used indicator of manufacturer demand and market position.

Europe’s Regional Split and the Pressure on Budget Phones

Counterpoint's public summary does not provide country-by-country shipment totals, but it identifies a clear regional divide. It also links that divide to the price pressure and weaker promotions affecting the broader European market.

Table 2: Europe’s Q2 2026 Regional Split and Market Pressures

Market Segment / Factor	Counterpoint's Assessment	Why It Matters
Western Europe	Relatively better than expected, supported by a strong Apple quarter, marginal Samsung growth and premiumisation	Premium brands were more resilient than the overall market
Eastern Europe	Significant decline, with budget segments squeezed and greater reliance on lower-end devices from Chinese OEMs	Lower-priced brands and models faced more pressure
Higher component costs	Final device prices increased	Upgrade decisions can become harder to justify, especially for price-sensitive buyers
Fewer promotions	Manufacturers scaled back promotions to protect margins	Shoppers had fewer discounts to offset higher prices
Low inventory across Europe	Counterpoint expects further declines over coming quarters, especially for lower-end players	The research firm's outlook remains weakest for the budget segment

Western Europe

AssessmentRelatively better, premium growth

ImpactPremium brands proved more resilient

Eastern Europe

AssessmentSignificant decline, budget squeezed

ImpactLower-priced brands faced heavy pressure

Higher Component Costs

AssessmentFinal device prices increased

ImpactUpgrade harder to justify for buyers

Fewer Promotions

AssessmentScaled back to protect margins

ImpactFewer discounts to offset higher prices

Low Inventory across Europe

AssessmentFurther declines expected ahead

ImpactOutlook weakest for budget segment

This does not mean premium phones are immune to a market downturn. It means Counterpoint observed that higher-end demand held up better in Western Europe than demand for budget phones in Eastern Europe during this quarter. The table's final column is analysis based on Counterpoint's reported market conditions, not a guarantee for every brand or country.

Apple and Samsung Share the Lead, but the Context Is Different

Apple and Samsung both reached 34% share in Counterpoint's Q2 2026 chart. The tie should not be read as proof that the two companies performed identically across every European country or price tier.

Counterpoint specifically highlighted Apple's very strong Western European quarter and Samsung's marginal growth. It did not publish model-level figures in the public report, so it is not possible to determine from this data alone which iPhone or Galaxy models drove their respective results.

What the data does show is concentration at the top of a contracting market. Apple and Samsung together accounted for roughly two-thirds of reported European shipments in the quarter, while the shares of Xiaomi, Oppo, Honor and the remaining brands all declined compared with Q2 2025.

What Happens Next

Counterpoint expects further shipment declines in Europe over the next few quarters as inventory runs low, with lower-end players likely to be affected most. The firm expects Apple to continue outperforming the broader market for the foreseeable future.

That is a forecast from Counterpoint, not a confirmed outcome. The next quarters will depend on component prices, retail promotions, consumer confidence and whether phone makers adjust their product and pricing strategies for different European markets.

FAQ

How many smartphones shipped in Europe in Q2 2026?

Counterpoint Research estimates 35 million smartphone shipments in Europe during the second quarter of 2026.

How much did European smartphone shipments decline?

Counterpoint estimates shipments fell 10% year over year, making Q2 2026 Europe's weakest second quarter since Q2 2023.

Which brands led the European smartphone market?

Apple and Samsung each held 34% of reported European smartphone shipments in Q2 2026. Xiaomi was third with 15%, followed by Oppo at 4% and Honor at 3%.

Why did the European smartphone market decline?

Counterpoint cited higher component costs, higher final device prices, fewer promotions and a difficult macroeconomic environment that weakened discretionary spending.

Does shipment data equal phones sold to consumers?

No. Shipment estimates track devices moving through the supply chain and into sales channels. They are an indicator of market demand and vendor position, but they are not the same as direct retail sell-through.

Bottom Line

Europe's smartphone market contracted sharply in Q2 2026, but the decline was uneven. Counterpoint's estimates show Apple and Samsung holding a combined 68% share as premium demand in Western Europe proved more resilient than the lower-priced market in Eastern Europe.

The report's central warning is for budget-focused brands and buyers. If higher component costs continue to lift prices and promotions remain limited, Counterpoint expects further pressure on lower-end smartphone shipments in the coming quarters.

Sources and Attribution

• Primary source: Counterpoint Research's Q2 2026 Europe Smartphone Market Monitor summary, published August 19, 2026. It provides the 35 million shipment estimate, 10% year-over-year decline, OEM share chart, regional assessment and outlook.
• Supporting coverage: GSMArena reported the Counterpoint findings on August 21, 2026.

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