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.
Apple continues to dominate the European smartphone market, while Android brands struggle amid the RAM pricing crisis. According to a new report, Apple held a 34% market share in Q2 2026, matching Samsung's 34% and edging out Samsung's 31% from Q2 of the previous year. In contrast, Chinese brands such as Xiaomi, Oppo, and Honor have experienced a decline in market share.
The report attributes this shift to a challenging macro climate, exacerbated by the Iran War, leading to spiraling inflation and weak consumer demand compared to the same period last year. Additionally, budget segments were squeezed, and most Chinese OEMs faced struggles.
In essence, the financial impact of the Iran War, along with the ongoing RAMageddon, has further hindered the performance of Android brands in Europe.
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