Apple now has 34% of Europe’s smartphone market

Europe’s smartphone market took a further tumble in quarter two (Q2) of 2026 with shipments falling 10% year-over-year (YoY) to 35 million units, the region’s weakest second-quarter tally in three years, according to Counterpoint Research’s Q2 2026 Smartphone Market Monitor. 

However, it was good news for the iPhone. Apple increased its smartphone market share in Europe to 34% as of the second quarter of 2026. That compares to 31% in the second quarter of 2025.

Apple is tied with Samsung, which also has 34% of Europe’s smartphone market.

Counterpoint says component cost hikes resulted in higher final device prices and scaling back of promotions. Meanwhile, a challenging macro climate, exacerbated by the Iran War which resulted in spiralling inflation, meant consumer demand was weak compared to the same period last year.

“It continues to be a very challenging time for the Europen smartphone market,” Counterpoint Associate Director Jan Stryjak. “An uncertain financial outlook across much of the region means consumers remain hesitant to make discretionary purchases, which is not being helped by the widespread lack of promotions as manufacturers looked to protect margins. In Q2 2026, things were relatively better in Western Europe where a very impressive quarter by Apple and marginal growth by Samsung softened the drop, although Eastern Europe suffered a significant decline as budget segments were squeezed and most Chinese manufacturers struggled.”

With inventory running dry across Europe, we expect further declines over the next few quarters, especially for lower-end players, he added. “Apple remains a bright spot though, and we forecast it to continue to significantly outperform the rest of the market for the foreseeable future,” Stryjak said.

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