Apple surpasses Samsung in iPhone sales through operators

Apple has managed to surpass Samsung in iPhone sales through operators in Europe, according to a study by Counterpoint. Despite the increase in iPhone prices, including older models, users are opting to purchase them through their carriers, allowing them to pay in more manageable installments and sometimes at a lower price.

## Why it matters This shift in sales dynamics is significant as it indicates a growing consumer preference for Apple devices in Europe, despite the fact that its catalog is primarily limited to high-end models. This phenomenon may reflect not only user loyalty to the brand but also a change in how consumers perceive the value of Apple products compared to those from Samsung.

## What we know Counterpoint's data reveals that in the second quarter of 2026, iPhones accounted for 33% of sales through operators, marking a notable increase compared to previous years. This growth can be attributed to the financing strategies of carriers, which make access to more expensive models easier for a broader audience.

## What remains unclear It is still unclear how this trend might affect Apple’s pricing strategy in the future. Additionally, there are no details on whether this trend will sustain in the long term or if other factors could influence the market.