Samsung ties Apple for the top spot in Europe’s smartphone market

Counterpoint Research has published an analysis of the European smartphone market in Q2 2026. According to it, Samsung had a 34% market share, putting it jointly in first place with Apple, which has the same market share. That’s despite the smartphone market shrinking 10% YoY overall.

Samsung was the number one smartphone brand in Europe during the same period last year too. However, in Q2 2025, the South Korean tech giant had a 31% market share, whereas Apple stood at 25%. That means Samsung grew by four percentage points. However, Apple has now caught up.

In third, fourth, and fifth places are Xiaomi, Oppo, and Honor with 15%, 4%, and 3% market shares, respectively. The research firm says the decline in shipments was driven by rising smartphone prices, fueled by skyrocketing memory chip costs, as well as fewer promotional offers from brands seeking to protect their margins amid increasing memory chip prices.

According to Counterpoint Research, smartphone shipments in Europe will keep declining over the next few quarters with inventory running dry, and brands playing in the low-end segment will be impacted the most. That means Samsung may be safe. The high demand for the Galaxy Z Fold 8 series and the Galaxy Z Flip 8 should help it maintain momentum.