Apple overtook Samsung in Europe’s carrier smartphone market in the second quarter of 2026, as smartphone sales through carriers held up better than the overall market.

The shift also shows the growing gap between premium and budget smartphones. While the European smartphone market continued to decline, carrier sales fell at a slower pace. Apple benefited from this trend as customers buying phones through carriers are more likely to choose higher-end models, often as part of a mobile contract.

Rising memory costs have also put more pressure on lower-priced smartphones. As a result, premium brands have been able to maintain a stronger position in Europe’s carrier market.

Apple Takes the Lead From Samsung in Europe’s Carrier Channel

Counterpoint Research reported that smartphone sales through European carriers fell 4% year over year in the second quarter of 2026. That decline was considerably smaller than the 11% drop recorded in the open market.

Across the entire European smartphone market, sales declined 8%.

Apple was one of the main beneficiaries of this difference. Its share of smartphone sales through European carriers increased from 33% in the second quarter of 2025 to 37% in the same quarter of 2026.

Samsung, meanwhile, saw its carrier-channel share fall from 39% to 34%.

The figures put Apple ahead of Samsung in a part of the European smartphone market where Samsung had previously held the leading position.

The shift does not necessarily mean that Apple has overtaken Samsung across every European sales channel. Instead, the Counterpoint Research figures specifically highlight the changing balance within the carrier channel.

Why Carrier Smartphone Sales Are Performing Better

One of the main reasons for the stronger performance of the European carrier market is its focus on higher-priced devices.

Smartphones sold through mobile operators are more commonly purchased through contracts. This can make premium devices more accessible to consumers by spreading the cost over a longer period.

As a result, carrier sales tend to have a greater concentration of premium brands, including Apple, Samsung, and Google.

Budget phones are generally more exposed to increases in component costs because manufacturers operate with tighter margins. Higher production expenses can therefore create greater pressure on affordable devices and the companies that sell them.

The carrier channel, with its stronger premium mix, has been less exposed to that particular weakness.

Rising Memory Costs Reshape the European Smartphone Market

Memory costs have emerged as an important factor behind the changing smartphone market in Europe.

Furthermore, the low-end smartphone segment has been particularly affected by what the report describes as a memory price crisis. As costs rise, manufacturers selling lower-priced phones face additional pressure to maintain competitive prices.

This has contributed to a sharp decline in the lower end of the market.

Premium smartphones have been comparatively better positioned because their higher prices and margins can provide manufacturers with more room to absorb increases in component costs.

Apple’s position in the European carrier channel reflects this trend. Its premium-focused portfolio fits naturally with a sales channel where consumers are more likely to purchase higher-end smartphones through operator contracts.

The result is a market where the carrier channel has declined, but not as quickly as the open market.

Apple’s Market Share Rises While Samsung’s Falls

The change in market share between Apple and Samsung is one of the clearest findings from the report.

Apple increased its carrier-channel share by four percentage points, rising from 33% to 37% between Q2 2025 and Q2 2026.

Samsung moved in the opposite direction. Its share declined from 39% to 34%, representing a five-percentage-point decrease.

That shift gave Apple the leading position among smartphone brands in Europe’s carrier channel during the quarter.

The figures also demonstrate how quickly competitive positions can change when consumer demand, pricing, and sales channels move in different directions.

Samsung remains a major smartphone manufacturer in Europe, but its performance in the carrier channel was weaker than Apple’s during the period covered by the report.

Vivo Records the Fastest Carrier Sales Growth

According to 9to5Mac, the Cupertino giant was not the only company to benefit from changes in the European operator market.

Chinese smartphone brand vivo recorded the largest year-over-year increase in carrier sales among the brands highlighted by Counterpoint Research. Its carrier sales increased by 90%.

Motorola also recorded strong growth, with carrier sales rising 27% year over year.

These results suggest that the European carrier market is not simply becoming an Apple-versus-Samsung competition. Other manufacturers are finding opportunities through strategic relationships with major European operators.

Motorola and vivo were specifically identified by Counterpoint as brands that contributed to the carrier channel’s performance through strategic positioning with key European operators.

Why Premium Smartphones Have an Advantage

The difference between carrier and open-market performance provides an important clue about current consumer demand.

In the open market, shoppers are generally more exposed to the full range of smartphone prices and models. This includes a large selection of affordable devices.

Carrier sales have a different structure. Contracts can reduce the immediate cost of a premium phone, making higher-priced models more attractive to consumers who prefer to pay over time.

The structure has become especially significant as budget smartphones face higher memory-related costs.

Apple’s strong premium positioning therefore gives the company an advantage in a channel where higher-end devices already represent a larger share of sales.

Independent Retailers Could Change the Picture

Although the carrier channel performed better than the open market in Q2 2026, independent retailers may provide additional competition.

Counterpoint Research noted that independent retailers have increased promotional activity compared with carriers. More aggressive discounts could help offset some of the price increases affecting smartphones.

This could provide additional support for the open market and potentially reduce the gap between carrier and non-carrier sales.

The development will be important to watch as manufacturers and retailers respond to higher component costs. Promotions may become an increasingly important tool for attracting consumers who are more sensitive to smartphone prices.

Frequently Asked Questions

Did Apple overtake Samsung in Europe in 2026?

Apple overtook Samsung in the European carrier smartphone channel during Q2 2026, according to Counterpoint Research. Apple’s share reached 37%, compared with Samsung’s 34%.

What was Apple’s smartphone market share through European carriers?

Apple accounted for 37% of smartphone sales through European carriers in Q2 2026, up from 33% during the same quarter in 2025.

Why are carrier smartphone sales performing better in Europe?

Carrier sales tend to include more premium smartphones because many consumers purchase devices through contracts. This has helped the carrier channel perform better than the broader market during the current downturn.

Why are memory costs affecting smartphone sales?

Higher memory costs have placed particular pressure on lower-priced smartphones. Manufacturers in the budget segment generally have less room to absorb higher component expenses.

Which smartphone brand had the fastest carrier sales growth?

Vivo recorded the largest year-over-year increase among the brands highlighted by Counterpoint Research, with carrier sales growing 90% in Q2 2026. Motorola followed with 27% growth.

Will Apple’s lead over Samsung continue?

Counterpoint Research expects the European carrier channel to continue gaining share if the lower end of the smartphone market remains affected by high memory costs. However, future rankings will also depend on pricing, promotions, product launches, and operator partnerships.