Apple Tops Samsung in Europe's Carrier Channel in Q2 2026
Counterpoint Research says Apple's carrier share rose to 37% while Samsung slipped to 34%, as carrier smartphone sales fell 4% year over year.
Apple overtook Samsung to become the leading smartphone brand in Europe's carrier channel in the second quarter of 2026, according to a report published by Counterpoint Research.
Apple's share of smartphone sales through European carriers rose from 33% in Q2 2025 to 37% in Q2 2026, while Samsung's share fell from 39% to 34% over the same period, Counterpoint said.
Carrier-channel smartphone sales in Europe declined 4% year over year in Q2 2026, a smaller drop than the 11% decline recorded in the open market. Total European smartphone sales fell 8% in the quarter.
Among other brands, vivo posted the largest year-over-year increase in carrier sales at 90%, and Motorola grew 27%.
In Q2 2025, Apple held 33% of carrier sales in Europe and Samsung held 39%. Counterpoint has said that rising memory costs have weighed on Europe's low-end smartphone market in 2026, a situation that benefits the operator channel.
Quick answers
Which brand leads smartphone sales through European carriers?
Apple, which held 37% of carrier-channel smartphone sales in Europe in Q2 2026, ahead of Samsung at 34%, according to Counterpoint Research.
How much did Europe's carrier smartphone market decline in Q2 2026?
Carrier-channel smartphone sales in Europe fell 4% year over year, while total European smartphone sales declined 8%, according to the report.