Counterpoint Research, European smartphone shipments He announced that it will decrease by 10 percent in the second quarter of 2026. Thus, producers across the region 35 million smartphones shipped. Additionally, this figure showed the lowest second quarter level the European market has seen since 2023. On the other hand, Apple increased its market share by nine points and started sharing the top spot with Samsung.
Counterpoint stated that increasing component costs have increased phone prices and manufacturers have reduced campaigns. In addition, economic uncertainties and rising inflation led consumers to postpone their phone renewal decisions. Thus, higher prices and limited discounts reduced demand compared to the same period last year. Manufacturers, on the other hand, cut their campaign budgets and sales incentives in order to protect their profit margins.
However, Western Europe fared better than other regions, thanks to Apple’s growth and Samsung’s limited increase. apple, increased its market share from 25 percent to 34 percent increased by nine points. Samsung also shares its share from 31 percent to 34 percent and shared its leadership with Apple. Thus, the two companies held 68 percent of total smartphone shipments in Europe.
Eastern Europe, on the other hand, contracted more sharply because it was more dependent on affordable phones. Rising parts costs have made it difficult for Chinese manufacturers to offer competitive prices in the entry and mid-range segments. Xiaomi’s share from 19 percent to 15 percentOPPO’s share is from 6 percent to 4 percent landed. Honor also fell from 4 percent to 3 percent, while other brands lost three points in total.
Decreasing stocks could continue decline in European market
However, Counterpoint predicts that inventories across Europe are decreasing and shipments could decline for several more quarters. The research company expects cost pressure to particularly affect manufacturers that focus on affordable phones. In turn, premium phone demand supports Apple’s shipments and market share in Western Europe. Counterpoint predicts that Apple will achieve stronger results than the overall European smartphone market in the near term.
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