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European smartphone sales through operators fell less sharply than open-market sales in Q2 2026, so operators gained share relative to retail sellers—even though operator sales declined. Counterpoint Research attributes the difference partly to operators’ more premium, contract-heavy sales mix, which was less exposed to the low-end squeeze linked to rising memory costs.
What happened to smartphone sales in Europe?
Counterpoint Research’s Europe Channel Share Tracker reported that year-over-year smartphone sales in Q2 2026 fell 8% overall, 4% through operators and 11% in the open market. The operator channel therefore performed better on a relative basis: its sales declined less than open-market sales. It did not grow in absolute terms.
| Q2 2026 sales measure | Year-over-year change |
|---|---|
| Total European smartphone sales (Counterpoint Research) | Down 8% |
| Operator-channel sales (Counterpoint Research) | Down 4% |
| Open-market sales (Counterpoint Research) | Down 11% |
These are sales figures from Counterpoint’s channel tracker, not shipment figures. In a separate report, Counterpoint estimated that Europe shipped 35 million smartphones in Q2 2026, down 10% year over year and the weakest second-quarter volume since Q2 2023. The shipment decline and channel sales declines use different measures and should not be treated as interchangeable.
Why did the operator channel hold up better?
A more premium product mix
Counterpoint says smartphones sold through operators are typically more high-end than those sold in the open market. That mix could make operator sales less exposed when demand and supply at the low end weaken.
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More purchases made on contract
Jan Stryjak, associate director at Counterpoint Research, said operator purchases are more often made on a contract. The report links that purchasing pattern and the channel’s higher-end mix to its relative resilience as memory-cost pressures affected budget phones. This is Counterpoint’s explanation for the Q2 difference, not proof that every operator or country experienced the same effect.
Counterpoint described the low end of the smartphone market as collapsing so far in 2026 because of the memory price crisis. The claim is about a severe market squeeze, not that low-cost phones disappeared. The company also noted that greater promotional activity by independent retailers could soften price increases and support open-market sales.
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Which brands led the operator channel?
Apple overtook Samsung as the leading brand in Europe’s operator channel in Q2 2026, according to Counterpoint. Motorola and vivo were the fastest-growing brands year over year in that channel. The publicly available article text does not give exact brand shares or growth rates, so those figures cannot be quantified here.
Did the pattern differ across Europe?
Counterpoint’s separate Q2 shipment report said Western Europe performed better than expected, supported by Apple’s strength and marginal Samsung growth. Eastern Europe was more affected as squeezed budget segments weighed on the market and most Chinese smartphone makers struggled. These regional observations concern the broader market; they do not establish operator-channel results for individual countries.
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- Compatibility with certain third-party devices and accessibility accessories, including some hearing aids, may vary depending on manufacturer support, Bluetooth protocols, software compatibility, and regional firmware limitations. For additional hearing aid compatibility information, please refer to Samsung’s official support documentation.
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What do other market figures add?
Omdia’s separate Q1 2026 report provides context on prices and the low end of the market. For Europe excluding Russia, it reported 33.0 million smartphone units shipped, up 2% year over year. The average selling price reached €580, while phones priced below €200 accounted for 25% of shipments, a record-low share according to Omdia.
Omdia forecast that shipments into Europe would decline 12% for full-year 2026, with most of the fall expected in the second half. That was a forecast, not a final result, and it is distinct from Counterpoint’s forecast about channel share.
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Will operators keep gaining share?
Counterpoint expected operator sales to continue gaining share against the open market over the next few quarters if the lower end remained under pressure from the memory crisis. It also identified stronger promotions by independent retailers as a possible counterforce. The share gain was therefore an outlook conditional on market conditions, not a confirmed outcome beyond Q2 2026.
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- Counterpoint Research: European Operator Channel Benefits from Low-end Collapse in Region’s Smartphone Market in 2026
- Counterpoint Research: Europe Smartphone Shipments Drop 10% YoY in Q2 2026 to Hit Three-year Low
- Omdia: European smartphone market grows 2% in 1Q26 as prices hit record high
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