Apple matches Samsung smartphone market share in Europe

According to reports from Counterpoint Research, the global smartphone market is facing a general decline across several key regions, including Europe, India, China, and Latin America. In Europe, smartphone shipments fell by 10% year-on-year in the second quarter, marking the sharpest decline in three years. This downturn is attributed to memory shortages and rising component prices.

Despite the broader market contraction, Apple has increased its market share in Europe to 34%, tying with Samsung. Xiaomi remains the leader among Chinese brands with a 15% market share, followed by OPPO at 4% and Honor at 3%. In China, the market saw an 8.6% year-on-year contraction during the first 30 weeks of 2026, even following the popular 618 shopping festival. Apple's performance is noted as entering a typical seasonal deceleration period ahead of new iPhone launches.