GoKawiilApple passes Samsung as top carrier smartphone brand in Europe, Counterpoint says
Counterpoint Research reports that Apple became the top-selling smartphone brand through European carriers in Q2 2026, with its share rising from 33% to 37% year-over-year while Samsung's fell from 39% to 34%. Overall European smartphone sales fell 8%, with carrier sales down 4% versus an 11% drop in the open market; vivo and Motorola also grew carrier sales by 90% and 27% respectively.
GoKawiil's interpretation of the reporting above, not reported fact.
Counterpoint's Jan Stryjak attributes the divergence to rising memory costs hitting cheaper open-market phones harder, while carrier channels skew toward premium, contract-based purchases that favor brands like Apple. This suggests the memory price crisis could be reshaping where and how consumers buy phones, potentially benefiting premium brands and operators over budget retailers in the near term.
- Apple overtook Samsung in Europe's carrier channel in Q2 2026, per Counterpoint Research.
- Carrier sales fell less (4%) than open-market sales (11%) amid an 8% overall decline.
- Rising memory costs are hurting low-end phones more, indirectly boosting premium carrier sales.
Apple iPhone 16 — With Apple now leading Europe's carrier smartphone sales, the iPhone 16 is the device driving that momentum. It's a great pick for anyone looking to upgrade through a carrier plan to the phone topping the charts.
See Apple iPhone 16 on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: 9to5mac.com — Marcus Mendes, 2026-10-07
Published there as: “Apple overtakes Samsung to lead European carrier smartphone sales in Q2, per report”
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