Apple overtakes Samsung in European operator smartphone sales

Apple has overtaken Samsung as the leading brand in the European operator channel for smartphone sales during the second quarter of 2026. According to data from Counterpoint Research, while overall smartphone sales declined by 8 percent year-on-year, the operator channel proved more resilient, seeing only a 4 percent decrease compared to an 11 percent drop in open retail.

This trend is largely driven by the price segment; customers using carrier contracts tend to opt for more expensive models where Apple, Samsung, and Google maintain a stronger presence. The decline in open retail is being exacerbated by a memory price crisis affecting the entry-level segment. While Motorola and vivo showed the fastest growth in this period, analysts expect the shift toward operator-led sales to continue as long as memory prices impact lower-end devices.