European Smartphone Market Hits Three-Year Low: Counterpoint Report

The European smartphone market is facing tough times. According to the latest data from Counterpoint Research, shipments reached their lowest level in three years during the second quarter of 2026 (April to June). A total of 35 million units were shipped to the region, representing a 10% decline compared to the same period last year.

Why Is the European Smartphone Market Declining?

Counterpoint Research experts highlight three key factors that triggered the current crisis:

• Persistent inflation, which is eroding consumer purchasing power.
• The conflict in Iran, which is destabilizing supply chains.
• Rising costs of electronic components.

European Smartphone Market Share by OEM, Q2 2025 vs. Q2 2026

Market Power Dynamics

Despite the overall downturn, competition among market leaders remains intense. Here is the breakdown of shipment shares:

• Apple — 34% market share.
• Samsung — 34% market share.
• Xiaomi — 15% market share.
• Oppo (including OnePlus and Realme brands) — 4% market share.
• Honor — 3% market share.

Regional Outlook and Future Forecasts

The situation varies significantly by region. Western Europe performed “relatively better,” driven by impressive gains from Apple and modest successes for Samsung. The situation in Eastern Europe was considerably worse, largely due to a sharp decline in demand within the budget segment.

Analyst forecasts for the near future remain bleak. Shipment volumes are expected to continue shrinking. This is due to exhausted warehouse inventories, with the budget segment—most sensitive to economic shifts—projected to take the hardest hit.