European smartphone sales hit a three-year low in Q2 2026, with shipments dropping 10% year-over-year to 35 million units, according to Counterpoint Research. Despite the overall market decline, both Apple and Samsung increased their market share, each reaching 34% in Q2 2026.

Apple grew from 25% to 34% market share, while Samsung moved from 31% to 34%, effectively tying for the top position. Meanwhile, other vendors saw declines: Xiaomi dropped from 19% to 15%, Oppo from 6% to 4%, and Honor from 4% to 3%. The decline reflects consumer hesitation due to economic conditions and reduced promotional activity by manufacturers.

Counterpoint associate director Jan Stryjak noted that Western Europe performed relatively better, with strong Apple performance and marginal Samsung growth offsetting broader declines. Premium smartphone sales are trending upward in Western Europe, favoring Apple ahead of its anticipated iPhone Ultra launch in September 2026, expected to start at $2,000 with projected sales of 14 million units in fiscal year 2027.