Counterpoint Research has just released another interesting report. This time around, it’s Europe-related. Smartphone shipments in Europe haven’t been this low for three years. This report is for Q2 2026, by the way.
Europe’s smartphone market is not doing well; it just had its worst quarter in three years
The source says that 35 million smartphones have been shipped in this time period in Europe. That’s a 10% drop compared to the same period last year. Counterpoint mentions factors like spiraling inflation, the Iran conflict, and component price hikes as the reasons why.
The company did share a list of the top 5 smartphone OEMs as well. This is a list of top companies from the smartphone shipments angle in Q2 2026. As you can see in the graph below, Apple and Samsung sit at the top. Both companies grabbed 34% of the market.
Apple’s YoY growth has been notably higher, though. The company grew from 25% to 34%, which is a 9% growth. Samsung grew from 31% to 34%, so only 3% YoY. They’re now tied in the first place, as they’ve shipped a similar number of phones.
Everyone except Apple and Samsung declined when it comes to smartphone shipments
Xiaomi is third-placed, but the company hasn’t seen growth, only decline. The shipments declined by 4% compared to Q2 2025. Xiaomi now claims 15% of the market, while that percentage was 19% in Q2 2025.
OPPO is fourth-placed with 4%, which is down from 6% a year ago. HONOR wraps up the top 5 list with 3% of the market, which is down from 4% in the same period last year. Only Apple and Samsung managed to grow, it seems.
All the other smartphone OEMs claimed 11% of the market collectively. That’s down from 14% a year ago. Counterpoint also noted that “it continues to be a very challenging time for the European smartphone market.” It seems like this trend may continue throughout the year.
Counterpoint said: “With inventory running dry across Europe, we expect further declines over the next few quarters, especially for lower-end players. Apple remains a bright spot though, and we forecast it to continue to significantly outperform the rest of the market for the foreseeable future.”
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