iPhone Beats Samsung in Europe: Dominates Among Telecom Operators

Apple Takes the Lead Over Samsung in European Smartphone Sales

During the second quarter of 2026, Apple has outpaced Samsung in smartphone sales across European telecom operators. According to a report by Counterpoint Research, Apple’s market share increased from 33% to 37% year-over-year, while Samsung slipped to second place, with its market share dropping from 39% to 34%. An additional study in August, which examined the broader market, indicated similar trends, although both companies were tied at 34% market share at that point.

Market Dynamics: Operators vs. Retailers

The retail market for smartphones saw an 11% decline year-over-year, whereas the decline was less severe in the operator segment, contracting only by 4%. The reason appears straightforward: amidst a general rise in prices following a surge in memory costs, telecom operators have managed to leverage their crisis thanks to their contract-based plans. These plans often include a portion of the smartphone’s cost in the monthly fee, leading customers to favor premium models and brands, thereby benefiting Apple more than others.

Future Projections and Market Trends

Counterpoint Research predicts that sales through operators will continue to increase their market share compared to the open market in the coming quarters. This is expected as the entry-level segment continues to be impacted by the ongoing memory crisis. However, the report also highlights a growing trend of aggressive promotional activities by independent retailers compared to operators. “We anticipate that sales via operators will keep gaining market share against the free market over the coming quarters as the entry-level segment remains affected by the memory crisis. Nevertheless, we are witnessing a steady increase in promotional activities among independent retailers compared to operators; this trend could mitigate some price increases and further stimulate the free market,” the researchers noted.