European smartphone market faces volatility amid sales decline and recovery

The European smartphone market has experienced significant volatility, characterized by a sharp decline in the second quarter of 2026 followed by signs of a weekly recovery in late June. According to Counterpoint Research, smartphone shipments in Europe fell 10% year-on-year in Q2 2026, reaching 35 million units—the region's worst second-quarter performance in three years.

Several macroeconomic factors contributed to this downturn, including rising component costs, inflationary pressures, and geopolitical instability related to the war in Iran. These factors forced manufacturers to raise retail prices to protect profit margins, which disproportionately affected Eastern Europe due to its higher reliance on budget-friendly Chinese brands.

However, the market showed signs of stabilization during the week of June 21–27. This recovery was largely driven by the early occurrence of Amazon Prime Day, which acted as a catalyst for consumer demand. The uptick was widespread across most major brands, with Apple recording the largest absolute increase in sales. While Eastern Europe struggled, Western Europe showed more resilience, benefiting from a trend toward premium devices led by strong performances from Apple and Samsung.