Counterpoint Research published an analysis of the European smartphone market for the second quarter of 2026, revealing that Samsung shares the top position with Apple, each holding a 34% market share. This tie occurs despite an overall 10% year-over-year decline in the smartphone market.
Samsung maintained its status as the leading smartphone brand in Europe, a position it also held during the same period last year. In Q2 2025, Samsung had a 31% market share, while Apple was at 25%. This indicates a growth of four percentage points for Samsung, although Apple has now matched its rival.
Xiaomi, Oppo, and Honor follow in the rankings, occupying the third, fourth, and fifth positions with market shares of 15%, 4%, and 3%, respectively. The decline in shipments has been attributed to rising smartphone prices, driven by increasing memory chip costs, along with reduced promotional offers from brands aiming to protect their profit margins.
Counterpoint Research forecasts that smartphone shipments in Europe will continue to decline in the coming quarters as inventory levels deplete. Brands focused on the low-end segment are expected to be the most affected. However, Samsung’s strong demand for its Galaxy Z Fold 8 and Galaxy Z Flip 8 series may help it sustain its market momentum.
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