Apple overtook Samsung in Q2 2026 to become the leading smartphone brand in Europe’s carrier channel, according to Counterpoint Research. Carrier smartphone sales declined 4% year over year, compared with an 11% drop in the open market.
Apple’s carrier market share increased from 33% to 37%, while Samsung’s fell from 39% to 34%. The carrier channel has been more resilient because it is focused on premium devices and contract sales, while rising memory costs have hit the low-end market harder.
Chinese brand vivo recorded the biggest growth, with carrier sales rising 90%, followed by Motorola at 27%.
Source: 9to5Mac
