Brief
Apple overtakes Samsung as top smartphone brand in European carrier sales Q2 2026
Counterpoint Research says Apple’s share of carrier‑sold phones in Europe rose to 37% in Q2 2026, pushing Samsung to second place.
By Felo News Desk · Published
According to a Counterpoint Research report published on 6 October 2026, Apple surpassed Samsung to become the leading smartphone brand in Europe’s carrier channel for the second quarter of 2026. The study notes that carrier sales in Europe fell 4% year‑on‑year, outpacing an 11% decline in the open market, while total smartphone sales dropped 8%.
Apple’s share of carrier‑sold phones grew from 33% in Q2 2025 to 37% in Q2 2026, whereas Samsung’s fell from 39% to 34% over the same period. Chinese brand vivo posted the strongest year‑over‑year growth at 90%, with Motorola following at 27%.
Jan Stryjak, Associate Director at Counterpoint, said the memory‑price crisis has hit low‑end devices hard, benefitting higher‑end brands that dominate carrier contracts. He expects the carrier channel to keep gaining share in the coming quarters as the low‑end market remains pressured.
Key facts
- Apple’s share of European carrier smartphone sales rose to 37% in Q2 2026. (9to5mac.com)
- Samsung’s carrier share fell to 34% in the same period. (9to5mac.com)
- Carrier sales in Europe declined 4% YoY, while the open market fell 11% in Q2 2026. (9to5mac.com)
- Vivo’s carrier sales grew 90% YoY, the biggest increase among brands. (9to5mac.com)
- Jan Stryjak linked the shift to a memory‑price crisis hurting low‑end smartphones. (9to5mac.com)
Sources
- [1] 9to5mac.com — originally reported as “Apple overtakes Samsung to lead European carrier smartphone sales in Q2”
