Technology
Apple ties Samsung in European smartphone market as Android shipments fall, report finds
A Counterpoint Research report estimates Apple grew its European market share to 34% in Q2 2026 amid rising memory costs and broader economic pressures.
The short version
- The total European smartphone market contracted by 10% year-over-year in the second quarter of 2026, according to Counterpoint Research.
- Apple raised its European market share from 25% to 34%, matching Samsung, while budget Android brands lost market share.
- Researchers cite high RAM prices, broader inflation, and economic effects from regional conflict as major drivers squeezing lower-cost manufacturers.
- It remains to be seen whether budget Android makers can regain footing if component costs and inflation stabilize.
Key facts
- Counterpoint Research estimated that the European smartphone market contracted 10% year-over-year during the second quarter of 2026.[9to5Google]
- Apple's European smartphone market share grew from 25% in Q2 2025 to 34% in Q2 2026, tying Samsung at 34%.[9to5Google]
- Chinese handset manufacturers including Xiaomi, Oppo, and Honor experienced drops in European market share over the same period.[9to5Google]
- Counterpoint Research attributed the squeeze on lower-tier Android segments to RAM component price increases, inflation, and macro impacts related to the Iran War.[9to5Google]
What remains uncertain
- The duration of current RAM pricing pressures and their future impact on budget smartphone availability and market share remain unconfirmed.[9to5Google]