Counterpoint Research has updated its estimates for smartphone shipments in Europe, reporting a total of 35 million units shipped between April and June (Q2). The latest data shows a notable distinction in sales channels: shipments through retail channels fell by 11% compared to Q2 2022, while carrier shipments declined by only 4% in the same period.
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Analysts attribute the larger drop in retail sales to the fact that operators tend to sell more expensive devices. The ongoing challenges in the budget smartphone segment, exacerbated by the memory chip crisis, have particularly impacted entry-level device shipments, which are predominantly available through independent retailers.
In terms of market leadership among carriers, Apple has surpassed Samsung, capturing 37% of the carrier shipment market, with Samsung holding 33%. Vivo and Motorola have emerged as the fastest-growing brands in this space. Counterpoint analysts project that the trend favoring carrier shipments over retail will persist.