In the second quarter of 2026, Apple dethroned Samsung to secure the leading position in smartphone sales via European operator channels. During this period, the overall European smartphone market experienced a slump; however, operator channels maintained a stable performance. The escalating cost of memory components dealt a heavy blow to low-end smartphones, whereas operator channels predominantly showcased high-end models. Consumers typically opted to purchase these devices through contracts or installment plans. Mid-to-high-end brands, which constituted a substantial portion of sales, exhibited remarkable resilience in the face of market downturns, with Apple emerging as a key beneficiary. Furthermore, Android brands like vivo and Motorola also witnessed notable growth in this channel. It is anticipated that the operator channels' share in the European smartphone market will continue to ascend in the upcoming quarters.