European smartphone shipments hit lowest level since 2023 — and here's why

Smartphone shipments to Europe dropped to their lowest level since 2023 in the second quarter of 2026, according to data from Counterpoint Research. Between April and June, approximately 35 million devices were shipped, marking a 10% decline compared to the same period last year.

Analysts attribute the downturn to several factors, including persistent inflation, the ongoing conflict in Iran, and rising component prices. These issues have significantly dampened consumer demand and led to reduced sales volumes across the region.

Counterpoint's market share estimates for Q2 show Apple and Samsung tied for the lead, each holding 34% of the market. Xiaomi secured third place with a 15% share, while Oppo — including its sub-brands OnePlus and Realme — captured 4%. Honor accounted for 3% of the market.

The report notes that Western European countries fared somewhat better, thanks to strong growth from Apple and modest gains from Samsung. In contrast, Eastern Europe experienced a decline in the budget segment, which had the most pronounced impact on overall results.

Counterpoint forecasts further shipment reductions in the coming quarters. Analysts point out that distributor inventories are shrinking, and the budget segment remains the most vulnerable. This could lead to even steeper sales declines in the second half of the year, as macroeconomic pressures continue to weigh on consumer confidence and purchasing power across the continent.