Android brands struggle in Europe amidst RAMageddon, with Apple catching up

While Apple absolutely dominates the US market, Europe is much more diverse in terms of smartphone market share. According to a new report, Android brands are struggling in Europe amid the RAM pricing crisis, and Apple isn’t missing the opportunity. In Q2 of last year, Apple held 25% of the European smartphone market (based on new device shipments), sitting in second place behind Samsung’s 31%. Fast forward a year and the entire market has dropped 10% year-over-year, and Apple has closed that gap. Counterpoint Research reports that Apple has jumped up to 34% in Q2 2026, matching Samsung’s 34%. Meanwhile, brands such as Xiaomi, Oppo, and Honor have all dropped in share. The report attributes this to “a challenging macro climate, exacerbated by the Iran War, which resulted in spiralling inflation, meant consumer demand was weak compared to the same period last year” while “budget segments were squeezed and most Chinese OEMs struggled.” In other words – RAMageddon continues, and the financial impact of the Iran War didn’t help anything. Image: Counterpoint Research More on Android: Pixel 11 Pro Initial Review: Gemini Intelligence is the highlight, not HiLight Google ‘gradually’ rolling out Android’s ‘advanced’ sideloading ahead of developer verification Review: The Galaxy Z Fold 8’s new shape isn’t for you – it’s for everyone Follow Ben: Twitter/X, Threads, Bluesky, and Instagram FTC: We use income earning auto affiliate links. More.