Apple overtook Samsung to become the leading smartphone brand sold by carriers in Europe in the second quarter of 2026, according to Counterpoint Research data reported by 9to5Mac. This top position applies to a specific sales channel, not the European market as a whole. It comes as smartphone sales are declining in the region, both through carriers and in the open market.
Apple takes the lead in carrier sales
Apple’s share of smartphone sales through European carriers rose from 33% in the second quarter of 2025 to 37% in the second quarter of 2026, according to Counterpoint Research. Over the same period, Samsung’s share fell from 39% to 34%. These changes put Apple ahead of Samsung in the carrier channel, reversing the order seen a year earlier.
These percentages measure the breakdown of sales within that channel. They do not describe the two brands’ shares of all smartphone sales in Europe. The cited report also does not provide, in the available information, a Samsung-specific reason for the decline in its carrier share.
A declining channel, but a more resilient one
Apple’s leading position does not indicate overall sales growth. According to Counterpoint, smartphone sales through European carriers fell by 4% year on year in the second quarter of 2026. The decline reached 11% in the open market, while total smartphone sales in Europe fell by 8%. Carriers therefore lost less ground than the other sales channels considered in the report.
Counterpoint links this difference to the sales mix. Smartphones bought from a carrier are more often purchased as part of a contract and are more likely to be high-end devices. This channel is also more oriented toward premium brands such as Apple, Samsung and Google. By contrast, the open market is more exposed to weak sales of entry-level devices.
Jan Stryjak, Associate Director at Counterpoint Research, attributes the difficulties in the entry-level segment in part to rising memory prices since the start of 2026. In his analysis, this pressure has helped make the carrier channel relatively more resilient. This explains the gap between sales channels; it does not mean that carrier sales are growing.
vivo and Motorola also post growth
Apple is not the only brand whose results stand out in the cited data. Year on year, vivo recorded the strongest increase in sales through European carriers, at 90%. Motorola followed with growth of 27%. Counterpoint mentions their positioning with European carriers among the factors that contributed to their results.
These growth rates are not market shares: they indicate the change in each brand’s sales in the carrier channel compared with the previous year. The provided data does not specify their sales volumes or their respective shares in that channel. They therefore do not challenge the separate finding that Apple held the largest share in the second quarter of 2026.
FAQ
Does Apple lead the entire European smartphone market?
The cited figures establish its leading position in sales through European carriers in the second quarter of 2026. They do not establish that Apple leads the market as a whole.
What is Apple’s share among European carriers?
According to Counterpoint Research, it reached 37% in the second quarter of 2026, compared with 33% a year earlier. Over the same period, Samsung’s share fell from 39% to 34%.
Did carrier sales increase?
No. They declined by 4% year on year. This was, however, a smaller decline than in the open market, where sales were estimated to have fallen by 11%.
Final considerations
Counterpoint expects the carrier channel to continue gaining share over the coming quarters if the entry-level segment remains affected by memory prices. This remains a forecast. Stryjak also notes that independent retailers have stepped up their promotions compared with carriers, which could soften some price increases and support the open market. For now, the figures chiefly describe a declining European market in which carrier sales are holding up better and Apple has taken the lead in that channel.
Hello, I’m Salvatore and I’m in charge of CertiDeal’s international development, as well as all SEO activities across our different European markets. I’m passionate about IT and technology, especially everything related to the world of iPhones and Samsung devices.
