In the second quarter of 2026, smartphone shipments in Europe experienced notable shifts, particularly affecting budget devices. According to a recent report from Counterpoint Research, a total of 35 million smartphones were dispatched in this period, revealing interesting dynamics between retailers and carriers.
Overview of Smartphone Shipments
The overall smartphone market in Europe saw a decline, with retailers facing an 11% drop in shipments compared to the same quarter in 2025. In contrast, carriers, or mobile network operators, only recorded a 4% decrease. This disparity indicates a significant trend where carriers are managing to sustain their sales better than independent retailers.
Impact of the Memory Chip Crisis
One of the primary factors influencing the slump in budget smartphone shipments is the ongoing memory chip crisis. This has severely impacted the availability of entry-level devices, which are generally sold by independent retailers. As a result, many consumers are finding it challenging to acquire affordable smartphones, leading to a decline in sales through retail channels.
Carrier Sales and Market Leaders
Interestingly, this situation has allowed carriers to capitalize on the sales of higher-end devices. In Q2 2026, Apple surpassed Samsung, claiming the top position among carriers with a market share of 37%. Samsung followed closely with a 33% share. Other brands, such as vivo and Motorola, have been gaining ground, indicating a shifting landscape within the smartphone market.
Future Projections for Carrier Shipments
Looking ahead, analysts from Counterpoint foresee a continuation of this trend, with carrier shipments likely to maintain an upward trajectory. The ability of carriers to provide a broader range of devices, especially those catering to higher-end consumers, positions them advantageously in a challenging market. As the budget segment continues to struggle, it remains to be seen how retailers will adapt to these changes.
Source: https://www.gsmarena.com/slumping_budget_phone_shipments_in_europe_actually_benefited_carriers_in_q2-news-74934.php
