A new report from Counterpoint Research reveals that Apple overtook Samsung in the second quarter of 2026 to become the leading smartphone brand in the carrier channel in Europe. This development comes at a time when carrier sales have held up better than the broader market, despite overall downward trends.
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According to the report, smartphone sales through carriers in Europe declined by 4% year-on-year in Q2 2026, compared to an 11% decline in the open market. Overall smartphone sales fell by 8%, highlighting the resilience of the carrier channel relative to the broader market.
Apple has been a key player in this shift, having overtaken Samsung as the market share leader in the European carrier channel. Apple’s success can be largely attributed to its ability to adapt to the needs of consumers who prefer high-end devices and premium brands. Carrier sales tend to be focused on such devices, with more phones being purchased on contract, which offers consumers the opportunity to acquire more expensive devices with easier payment terms.
Counterpoint attributes this shift to rising memory costs, which have particularly affected the low-cost smartphone market in Europe. Carrier sales have held up better because they tend to be focused on high-end devices and premium brands like Apple, with more phones being purchased on contract. This trend has been reinforced by the memory price crisis, which has led to higher production costs for low-cost devices, making them less attractive to consumers.
According to the report, Apple's share of smartphone sales through European carriers increased from 33% in Q2 2025 to 37% in Q2 2026, while Samsung's share decreased from 39% to 34% over the same period. This shift in market dynamics highlights Apple's ability to adapt and exploit market conditions to its advantage.
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Apart from Apple, Chinese brand vivo recorded the largest annual growth in carrier sales, with 90%, while Motorola came in second with a 27%. These companies have invested in strategic positioning with key European carriers, thus strengthening their presence in the market.
Jan Stryjak, Associate Director at Counterpoint Research, commented on these figures: “Carrier smartphone sales in Europe are typically higher-end than on the open market, as more are purchased on contract. They also tend to be focused on more premium brands such as Apple, Samsung and Google. The collapse of the low-cost smartphone market so far in 2026 due to the memory price crisis has therefore benefited the carrier channel, which has declined comparatively less than the open market.”
Stryjak expects the provider channel to continue to gain share in the coming quarters as the low-end of the market continues to be impacted by the memory crisis. He also noted that independent retailers have increased their advertising activity compared to providers, which could mitigate some of the price increases and provide additional incentive to the open market.
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The dynamics of the smartphone market in Europe continue to evolve, with carrier sales playing a key role in shaping the landscape. Consumers appear to prefer premium devices, while companies that can offer such products through carrier partnerships are in an advantageous position. The memory price crisis and strategic moves by companies will continue to influence market trends in the near future.
