Europe Smartphone Shipments Fall 10% to 35 Million in Q2 as Apple Defies 3-Year Low
Updated
Updated · counterpointresearch.com · Aug 20
Europe Smartphone Shipments Fall 10% to 35 Million in Q2 as Apple Defies 3-Year Low
1 articles · Updated · counterpointresearch.com · Aug 20
Summary
Europe shipped 35 million smartphones in Q2 2026, down 10% from a year earlier and marking the region’s weakest second quarter since 2023.
Component cost increases pushed up handset prices and led vendors to cut promotions, while a weak macro backdrop—worsened by the Iran War and inflation—hit discretionary spending.
Western Europe held up better than expected as Apple posted a strong quarter and Samsung eked out growth, both benefiting from premiumization.
Eastern Europe fell more sharply because it relies more on lower-end phones, where squeezed budget demand hurt Chinese OEMs most.
Counterpoint expects further declines over the next few quarters as inventories run dry across Europe, with lower-end brands under the most pressure and Apple still set to outperform.